The Economy and Healthcare: Part II of II

Healthcare historically has been somewhat insulated to tough financial times, mostly because of quality coverage that healthcare consumers received. But, in today’s turbulent market, healthcare is feeling the effects just as much as its patients.

As consumers choose to spend less on their care, providers need to focus marketing goals in key areas to see results. To do this, organizations need to understand consumers’ needs. Plenty of secondary research exists explaining general care needs, and can typically be purchased for a subscription fee. But, investing in primary research that analyzes your market specifically is what works best. Because knowing how your area’s consumers are thinking about their healthcare will show you more effective strategies tailored to their needs.

But, if a research budget is nearly impossible to put together, you can still work with existing funds. First, it’s important to understand that a campaign focused only on branding or identity is not going to draw patients. They are more likely to see an ad and think, “Maybe I’ll go get a check-up there once I have more money.”

Second, providers need to market their services and capabilities to the needs of their consumers. For instance, consumers cut back on healthcare they consider “optional” during recessions, such as health screenings and laser or cosmetic surgeries. So, don’t advertise using those specialties. Instead, highlight urgent care clinics, or your organization’s financial assistance program—the services that see positive numbers during difficult economies.

An effective healthcare marketing plan needs to focus on results. It’s possible to make it through tough economic times, even without spending extra money, but strategic planning is essential.