By John Lavey
Most healthcare companies, small or large, are hard at work on marketing to customers, whether those are consumers or B2B customers. But are they raising awareness or acquiring customers? Are they better at one than the other, or are they doing both equally well?
This excellent piece by Christopher Girardi breaks down the differences between efforts to raise awareness and efforts to acquire customers. His post is primarily focused on marketing efforts by health systems and how important it is to do both awareness and acquisition marketing. And, where possible, to blend them.
At Hammock, we have worked with large health systems that are marketing to consumers, as well as small B2B healthcare companies seeking customers—and we have seen separate, but similar, challenges between B2C and B2B players.
Newer, smaller B2B healthcare organizations tend to be anxious to generate leads and keep them coming in, and think of all marketing efforts as sales support. They are focused on acquisition. Some of those companies overestimate awareness of their brand. And they are underinvested in awareness.
Larger organizations, like health systems, often have siloed departments. One department buys all the media to raise awareness, and there are separate efforts to generate leads. There isn’t a lot of coordination between those efforts. What Girardi’s article shows is that acquisition efforts flourish in markets where there has been adequate attention to awareness. And correspondingly, where efforts to raise awareness sometimes fail is in the lost opportunity to drive awareness directly into an acquisition effort.
What is your organization doing on awareness and acquisition? Are you stronger at one than the other? Do you have lost opportunities?
Image: Getty Images
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here
By John Lavey, President
In June, Forrester released its 2022 Customer Experience (CX) Index. Forrester revealed that CX quality fell for 19% of brands tracked across 13 industries in 2022. It was the largest one-year drop in the history of the survey.
What happened? Forrester suggested a “waning attention on customers, even though customers expect more from digital and hybrid experiences.”
Healthcare can’t afford to drop its attention to customers. In September 2021, Press Ganey—a renowned leader in patient, member, employee and consumer experience across the healthcare ecosystem—surveyed more than 1,000 adults to evaluate consumer preferences and expectations for healthcare. What Press Ganey found and published in its 2021 Consumer Experience Trends in Healthcare Report echoes what is true in other industries: A digital-first mindset is the ticket to a positive consumer experience.
So, how can digital content help? For starters, organizations should focus their attention on creating trustworthy content.
According to Press Ganey, 51.1% of patients turn to the web when choosing a new primary care provider (PCP). Even more specifically, consumers rely on search engines (22%) almost as much as they do doctor referrals (24%) to find a PCP.
When considering content, think about these areas:
How is your organization using digital content to improve the consumer experience?
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.
By John Lavey | Hammock President and COO
Mapping Experiences,written by Jim Kalbach, is a classic for marketing professionals who want to map customer experiences and design stronger ones.
The book has a wealth of practical ideas, and this one in particular has stuck with me: “When we map customer experiences, we are effectively mapping jobs to be done.” And there are three dimensions to checkoff within each job:
By: John Lavey | Hammock President/COO
I had an experience this week that showed me that the first priority of any healthcare marketing aimed at patients must be a better customer experience. To use the phrase learned in medical school training: primum non nocere (First, do no harm).
By Steve Sullivan, National Sales Director
I spent an eternity last week with U-Haul trying to solve a simple moving problem. I may as well have been looking for the Coke recipe or Google’s current search algorithm.
We were looking for a certain sized trailer for a family member’s move to a new city. But searching for the trailer online, getting help from customer service, and then seeing the difference between what exists at the local U-Haul center and what appears online—each person we talked to seemed to have been speaking a different language. And this is not complicated stuff.
By: John Lavey | Hammock President/COO
Trust has always been a cornerstone of the patient-physician relationship, and high levels of trust in medical institutions have remained steady in large opinion polls.
But as the forces of consumerism continue to transform the healthcare industry, the rules are changing—and content needs to keep pace.