Do you really understand your customers’ pain points? A lot of what we do as healthcare marketers is tied to those pain points. So the more thoroughly we understand them, the more relevant and valuable our marketing activities will be. So how can you make sure you really understand your customers’ pain points, and the motivations that drive them? Luckily, there are lots of ways to learn more about your customers’ pain points, ranging from asking them directly to doing different types of research.
How cultural differences can impact NPS results, and what to do about it If your company operates across different countries and cultures, you know that customers behave differently based on where they’re located, and what languages they speak. If your organization uses the Net Promoter Score (NPS) metric to gauge customer satisfaction and country-specific performance, you may notice significant regional variances in your data. It turns out that responses to NPS surveys can vary widely from country to country, or region to region, due to cultural differences that affect how the act of “scoring” is perceived1.
Does your organization have a Customer Success strategy and team, or are you thinking of implementing one? The Customer Success model has been around since the 1990s, when it was first introduced at Vantive, a US software company that sold a CRM solution1. The goal back then was the same as it is now: provide customers with all the support they need to succeed with your product or solution. But while the end goal hasn’t changed in the intervening decades, the way technology is sold has changed dramatically.
The number of healthcare apps is exploding. From apps that help people manage chronic conditions to apps that manage medical appointment scheduling, the options for both consumers and medical professionals are increasing exponentially. According to researchers at Zion Market Research, this market will only continue to grow. The global mHealth apps market was valued at USD 8.0 billion in 2018, and by 2025 is forecast to generate USD 111.1 billion.
Even with new technologies, new platforms and new apps launching at warp speed, email marketing is still one of the most successful and cost-effective tools for healthcare marketers. While it might not be as glamorous as Instagram, Facebook or even Snapchat, email retains a higher level of trust and authority, compared to social media. And it’s the preferred medium for healthcare professionals, who would rather receive information by email than via an in-person visit or a phone call.
There are tens of thousands of health communities online, ranging from the most-visited health websites (WebMD, Drugs.com, National Institutes of Health, etc.), to user-run sites focussed on a single topic or disease. Whether they’re big commercial endeavors or small sites providing support and information to a specific group, members and visitors to these online health communities want the same things: relevant, credible information and a way to connect with other people with similar questions or conditions.
Once you’ve signed off on your marketing plan, how often should you review and revise it? If you typically write your plan annually at budget time and then stick it on a shelf (either literally or figuratively), you may be making your work as a marketer more difficult. The truth is that, rather than serving as a static guide that directs your marketing activities over a fixed 12-month span, your marketing plan needs to act as a living, breathing framework, able to adapt quickly to any and all changes – whether they’re due to evolutions in the market, your products, new challengers or even new governments.
If you’re a healthcare marketer looking to energize your marketing programs, agile marketing offers a more reactive, responsive approach that can significantly improve your results and ROI. Instead of the top-down, traditional waterfall model, where an agency is briefed by the business, goes away, and comes back with a comprehensive communications campaign, agile marketing is about creating content that is timely, relevant and useful to communicate with customers in any phase of their journey. Agile processes and execution are the keys to succeeding with agile marketing.
Do you feel calmer when you’re in a room with walls that are painted blue? If you do, you’re not alone – studies show that blue is a calming color, and can even lower our heart rate and blood pressure. Do red walls energize you? That response is common, too. Whether it happens consciously or unconsciously, color can have a psychological impact on our moods and behaviors. Color plays an especially important role for people living with dementia or Alzheimer’s in care homes or hospitals. From encouraging a calmer mood to helping residents find their way independently to the dining or recreation room, the color of walls, floors and other elements can have a big impact on quality of life and comfort in these types of settings.