The Positive Side of Marketing in a Crisis
Here at TrendyMinds, we have clients from just about every industry, and we’re very proud of our work with all of them.
However, there is one industry that’s especially close to our hearts — healthcare and life sciences. Some of our very first clients were healthcare organizations, and we continue to work with many today as 46% of our business comes from this industry. All told, we've been helping improve patient experiences for more than 20 years.
Here’s why healthcare and life sciences is one of our favorite industries, and why it matters so much to us.
We’ve worked across the full spectrum of healthcare and life sciences fields, with clients ranging from hospital systems to insurance providers to global pharma companies and beyond. Our experience has taught us that in the increasingly consumer-focused world of healthcare, marketing is more important now than ever before.
Today, the most effective healthcare organizations are those who can connect with patients on a personal level and showcase their unique caregiving services to those who need them. Marketing helps healthcare organizations achieve this level of consistent, personalized connection at each stage of the patient journey, from beginning to end.
For people facing diseases and ailments of all kinds, patient-centered marketing can guide them to tailored solutions. Well-designed websites can help patients find providers to administer better care faster than ever, while digital storytelling can help healthcare organizations share their missions with the world, reach new audiences, and serve more patients.
We understand the patient side of healthcare — we’ve been there. As a teen, I had open-heart surgery. That experience, along with countless visits to the doctor’s office during my childhood years, shaped my lifelong interest in helping healthcare organizations achieve the best for their patients.
Being a patient is full of unknowns. It’s a sensitive state of being. At times, it can be uncomfortable or even frightening. When you’re a patient or a family member of a patient, it’s so important to be able to trust in a healthcare brand to consistently and compassionately deliver the care and support needed to live a better life.
It’s also reassuring for people to be able to put their well-being in the care of a healthcare organization that delivers communication as effectively as it delivers medication. Compelling healthcare marketing that delivers a consistent, human message — from roadside billboards to website blog posts — helps give potential patients the sense they’ll be in good hands with a trusted healthcare company, long before they visit a clinic. We all deserve that feeling of comfort.
Today’s intelligent and personalized digital marketing tactics can help healthcare organizations attract people with messaging relevant to their needs and concerns. Companies are also developing solutions to address what consumers value when making healthcare decisions. For example, many major hospital systems have added star ratings and consumer reviews to their websites to help consumers evaluate caregivers and locations.
Personalization improves the consumer experience by providing seamless access to relevant information. For example, leading healthcare companies are providing easily digestible information to help consumers understand where they should get their care based on their symptoms: ED, primary care, urgent care or virtual visit. This can help avoid unnecessary costs and wasted time.
When patients are educated and informed in interesting and engaging ways, they’ll reward trusted healthcare organizations with higher conversion rates and more appointment scheduling. As a case in point, our refresh of the Indiana University Health website resulted in an increase of 17% in appointments scheduled online. Plus, with A/B testing, IU Health made sure that their bill pay call-to-action was simple to use and easy to find on their website.
With an insightful understanding of consumers’ healthcare journeys, we can help support their needs through marketing channels like email, blogs, and social media. This can also help providers connect patients with support communities like PatientsLikeMe.com as they continue to manage their care over time.
At TrendyMinds, we keep a finger on the pulse of the healthcare, pharma, and life sciences industries and tailor our marketing to what is important to people today. Our commitment to researching every step of the patient journey yields deep insights that inform the marketing solutions we recommend to our clients.