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.
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. As a healthcare company, you possess a wealth of knowledge and expertise. Micro-sites and apps, focused on a specific topic or event, offer a high-profile way to showcase your expertise and support your customers.
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.
In business and in our personal lives, we turn to the experts to help us make important decisions. It’s human nature to seek out the best sources of insight and information. This is especially so in the healthcare world, with its emphasis on evidence-based research. From choosing the best treatment paths to developing a new product, we turn to the experts for their knowledge and guidance.
Healthcare changes faster and is more complex than almost any other industry, meaning that healthcare marketers face a unique set of challenges. But change management hasn’t typically been part of the healthcare marketer’s skillset. It’s the same for big data analytics expertise. Increasingly, however, these are emerging as two of the most important skills that a healthcare marketer can have.i
If your organization sells enterprise level solutions, you’re likely familiar with the concept of ABM, or account-based marketing. ABM represents the most targeted approach possible: marketing directly to a single company or organization. Under an ABM strategy, you identify the key companies that you wish to do business with, and develop a marketing approach that’s customized for each one of them.
With new drugs, technologies and treatments being launched every day, there’s a constant need for education in the healthcare world. From sales reps to doctors to patients, the demand for relevant and timely information on new developments is ongoing. For healthcare marketers, eLearning programs offer an efficient and practical way to support go2market strategies and new product launch programs, as well as a way to support end customers with information and training.
We all do it – we experience an ache or a pain, and we turn to Google to help us figure out what’s wrong, and what we should do about it. Health has been one of the most-searched topics since the very beginning of the internet. And it’s just another way that the internet has served as a disruptor – by offering unprecedented access and amounts of information, the internet has in many ways replaced the hard-to-reach G.P. or other healthcare provider.