How To

How to Solve Content Marketing Challenges of your Healthcare Setup

  • Javeria Tariq
  • April 23, 2020

Do whatever you can wherever you are with whatever you have!” Theodore Roosevelt

Every sector has some challenges when it comes to marketing. But the healthcare sector faces some unique set of challenges. These provocations in healthcare are seriously complex.

Always remember, there is no other industry like healthcare. It is a delicate sector that requires marketing tactics along with empathy and kindness. Content marketing in this sector is like a tug of war. As a business and brand, you desire to earn exceptional revenues and generate phenomenal leads. But on the other hand, you have to be considerate, thoughtful, and solicitous with the target audience.

Managing both sides of the coin is one hell of a task. At every step, you have to be patient-centric with your approach. Well, it can always be tough for even the most experienced marketers.

It is like catching a bolt of lightning (ideas and inspiration) in a bottle (limitations and restrictions). For this reason, a healthcare marketing job is undoubtedly difficult.

The water is way too deep then you can imagine. In healthcare marketing, you ought to jump in with both the feet! But remember this,

No matter what people around are telling you, your words and ideas can ultimately change the world” Robin Williams

So no matter how hard healthcare marketing is, you have to overcome the challenge to make your healthcare setup a success.

Today we are going to discuss the top 7 content marketing challenges any healthcare setup faces. But you know what? We are going to provide you with solutions as well. So gear up and let us start the bumpy ride.

Healthcare Marketing Ideas Limitation by HIPAA

Does this ring a bell? Yeah definitely!

HIPAA is the Health Insurance Portability and Accountability Act also known as Kassebaum–Kennedy Act. It entirely changes the game plan in the healthcare sector in the United States of America. HIPAA is a set of complex rules and regulations applied to the healthcare sector.

From the delivery of care to the healthcare sales cycle, HIPAA has everything in control. Up until the 1970s, it was completely illegal to conduct marketing drives for hospitals and pharmaceuticals. After the arrival of HIPAA, it becomes legal to market but within limits.

hipaa-graphic

Google takes HIPAA policies seriously. For other businesses, they can use the Google AdWords tool in every form. They can redisplay ads to all those people who have already visited the website before. But for the healthcare sector, the story is completely different.

Don’t get it wrong! The healthcare sector can use pay-per-click (PPC) advertising tool. They can easily reach the top search positions through paid campaigns. What makes it different is the fact that retargeting old visitors is not possible.  It is in contradiction to the HIPAA policies.

This limitation is for protecting users’ confidential healthcare data.

A solution to the Compliance Woes

The foremost solution is to be aware of every inch of the policy. Get your members to read thoroughly the HIPAA Privacy Rule. Go through its policy and how it is impacting the marketing work. This way, your marketers will never accidentally share patients’ information.

Then, don’t dare to make false claims in your marketing process. Don’t use cliché words like “the best” or “top class” as these are not quantifiable. Conduct HIPAA regulation training sessions as well. This way you can motivate your marketers to think out of the box while sticking strictly to the regulation. Don’t let these limitations stop you! Use it in your favour, not against you.

The Not-So-Good Public Perception of the Healthcare Sector

We can all agree on this point, people are never in the love of visiting hospitals! They will try their level best to avoid physical visits to a doctor. Either they will use telehealth to talk to an online health assistant. Or will look for other healthy substitutes.

We all are aware that the patients are bombarded with weird medication advertisements. For example, someone claiming their medicine can help them reduce weight in 5 days! Someone promising good abs and muscles with their pill in a month. These are the majority of the time bogus ads but are hell more attractive and appealing.

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To win over the sceptical audience you need to understand their psyche. They are already fascinated with those medications and they will not believe in your ways. To deal with the cynical audience you have to demonstrate a new level of patience. You have to try to introduce them with authentic sources to let them believe in your solutions.

The solution to Enhance Public Perception

The solution lies in inbound content marketing. But for this, there are several strategies to be followed, wisely. To run a successful inbound content marketing campaign, there are certain foremost responsibilities. This includes humanizing the core message of your healthcare brand.

The majority of the audience can be skeptical about your brand. To gain their trust, use a human element to create a sense of authenticity. Just like those bogus advertisements, use human figures to make them believe. Those products sell just because they use humans to market.

You can use real-time stories in your content. Of course by following the complete HIPAA compliance policy. You can market easily without disclosing real patients’ information. Just be strategic and innovative to use them in your case studies.

You can also use real employees in your content. Through this, your readers can get a name as well as a face to associate with.

Managing the Tight Marketing Budgets

The majority of healthcare businesses have a phenomenal budget. But why it is a challenge? Well, small practitioners and clinics completely ignore the value of marketing. Why? They don’t believe it is a priority at all.

Some of the large healthcare institutions mainly focus on the amount they receive from prestigious donors. The amount received from donors goes for the marketing section. Hence it is easy to say they too have a tight budget for this area and create cash flow from other resources.

Inexpensive marketing strategies for those on a tight budget ...

There is always a tussle amidst digitally-driven marketing and consumer-oriented marketing.

The solution to Restricted Marketing Finances

Manage the budget by dividing it into long and short term basis.

Analysis reports must be part of short term goals. They can be presented to senior leadership for approval. The leadership will approve the budget after checking facts and numbers supporting ROI.

The long term requires presentations, reports, and competitors’ strategy for approval. Provide factual information with statistically proven data. Leadership will approve the budget once they will have a complete report against competitors.

The best tool is Google Analytics to analyze the data. With this tool, brands can monitor the campaigns and the result they are producing.

Resistance to Change in Healthcare Marketing

Some healthcare professionals, physicians are resistant to change. They believe investing in marketing is not a good idea. It is being pressurized to share information with the patients. This can cheapen their expert advice and recommendation value as well.

Overcome Resistance to Change with Two Conversations

Some hospitals have a contradicting point of view. They believe that in the modern era the consumers need to have a piece of balanced information. This leads to a partnership with them and building a relationship of trust.

A solution to the Uptight Position

It is vital to enhance the patient experience at any cost in this competitive environment. In this way, they will know before what to expect of services when they physically reach the hospital. You can shoot a video of the hospital or walk through them with the services you offer.

Don’t ever forget to share the expertise of your team through the marketing channel. Include their expertise, successful stories, and efficacious diagnosis through different platforms. Such as website, social media, newspaper, etc. Through this, you won’t disclose expert advice and also build trust among the audience.

Healthcare Content Providers Using Power of Reviews

Patients desire to know firsthand what they are getting themselves into. Later they visit the physical hospital. It is great to believe in your credentials as a medical service provider. But the reviews of others to matter now more than ever.

84% of the potential patients believe in online reviews or recommendations from close ones.

The old school doctors do not believe in the idea of the online review. But the statistics say otherwise.

Understandably, the patient’s health can never be controlled. What can be controlled is the elimination of confusion and ambiguity of the healthcare experience. This has to be done with paying close attention to the online reviews.

The solution to Managing Online Reviews

Patient-centric approach and care must always be the first rule in the world of healthcare. Dedication towards the well-being of patients must also be visible transparently.

Demonstrate your commitment towards the patients. Make this as your brand’s core message. Highlight your steps delivering every possible solution towards patient care. Use real-time stories to gain the trust of your target audience. Use the expertise of your team and physicians to emphasize your presence in the highly competitive market.

Try to be direct with patients in person. Request them to leave online reviews. This can boost your online presence with constructive true reviews. Use strategy to manage the reviews.

Leave thankful notes to those who leave positive constructive feedback. Ask professionals and assist those who leave negative feedback. Make everyone feel safe and responded.

Deep Down Market Segmentation

From the last decade, healthcare organizations have started using electronic medical records (EMR) devices. Through these EMR devices, the health departments keep a perfect tab over the information.

Conversely, many healthcare brands are not using complete assistance. They are missing the customer relationship management (CRM) suite available on the device.

Extreme Segmentation: How Big Data is Transforming Retail

All you need is a personalized marketing campaign tool. The CRM can prove as a phenomenal tool with the touch of a comprehensive strategy. It can help in sending personalized emails to prospective patients.

In the healthcare department, it is vital to know who the direct customers are. Without tools and strategic planning, this is impossible.

A solution to Genuine Segmentation

Use those tools that can help in simplifying collecting information about your audience. This is the most important investment a healthcare company can make. Such social data can help in segmented marketing. It can help in delivering exact content the audience expects from you.

Through segmentation, you can directly reach out to your patients. Segment them depending upon their age, gender, behavioural data, ailing history, etc. It will also enhance marketing stratagem and smoothens the overall healthcare marketing process.

Finding the Actual Time For Marketing

Last but not the least challenge is having enough time to strategies a marketing strategy. The world is evolving fast and time seems to get shortened every second. Therefore, marketers must create, implement, and analyze every single campaign. Every salesperson has to follow the guidelines in depth. Join hands together to generate potential leads and maximize profit and sales.

Recent research conducted by HubSpot reveals data regarding salesperson time utilization. One-third of the day is spent on communicating to prospective people. 17% of the day involves only data entering and storing. 21% of the day is spent on sending emails. 17% of the day goes away in searching for leads. 12% is spent on meeting and 12% in scheduling calls to leads.

Remember, contacting the leads can nearly double the chance of generating a potential lead. But if the salesperson is busy entering data into the system, most probably you are losing a greater chunk of revenue generation.

A solution to Marketing Time Management

Process automation is a successful idea! With the automated process, the salesperson will spend less time on the system and more time in generating sales. It is advised to implement tools that can automatically complete tasks. For example, filling up the data and sending of scheduled email.

Conclusion

Healthcare marketing has grown to serious concern to the patients now. It helps them in the decision making process. It is necessary now more than ever to craft out campaigns to capitalize on it. Marketing is going to help your healthcare brand stand out in a saturated and contentious field.

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