Building a valuable relationship with the user-patient: objectives, problems, solutions
Posted: Tue Jan 07, 2025 5:33 am
Healthcare marketing strategies are different , in many ways, from those developed in other fields. Each sector – and each company within it – refers to a customer base with distinctive characteristics. The Healthcare sector, precisely because it must communicate with a consumer who is also a citizen, a user and above all a patient (a person, among other things, who is experiencing a moment of uncertainty or suffering) requires a unique marketing approach , which aims to achieve two fundamental objectives.
Enhance the relationship . The funnel cannot be designed by assuming conversions algeria whatsapp resource and sales as the only relevant nodes. It must include micro-moments dedicated to increasing their knowledge at every moment of the “customer-patient” journey: continuous updates on their medical-clinical situation , clear information on the proposals offered by the brand , reports on the main advances in the treatment of the pathologies from which the patient suffers. These are branding activities that do not end in the initial phases of the relationship but develop over time, helping to focus and enrich the reputation of the healthcare service provider.
Addressing specific legal constraints , due to the sensitivity of the matter relating to health and personal well-being. In Italy, the Budget Law of late 2018 has redefined the limits of so-called health advertising : communication can no longer be conceived in a strictly commercial sense, for example by insisting on the economic aspect or speaking through slogans and hyperbole (often completely illusory). Instead, healthcare marketing substantially coincides with the transmission, through different media and channels, of health information . The production of messages accompanied by data, examples and testimonials is therefore encouraged; everything that can objectively describe the professional value of the healthcare organization.
Taking into account these two distinctive traits of healthcare marketing is essential to avoid making 5 mistakes that are difficult to recover from .
Enhance the relationship . The funnel cannot be designed by assuming conversions algeria whatsapp resource and sales as the only relevant nodes. It must include micro-moments dedicated to increasing their knowledge at every moment of the “customer-patient” journey: continuous updates on their medical-clinical situation , clear information on the proposals offered by the brand , reports on the main advances in the treatment of the pathologies from which the patient suffers. These are branding activities that do not end in the initial phases of the relationship but develop over time, helping to focus and enrich the reputation of the healthcare service provider.
Addressing specific legal constraints , due to the sensitivity of the matter relating to health and personal well-being. In Italy, the Budget Law of late 2018 has redefined the limits of so-called health advertising : communication can no longer be conceived in a strictly commercial sense, for example by insisting on the economic aspect or speaking through slogans and hyperbole (often completely illusory). Instead, healthcare marketing substantially coincides with the transmission, through different media and channels, of health information . The production of messages accompanied by data, examples and testimonials is therefore encouraged; everything that can objectively describe the professional value of the healthcare organization.
Taking into account these two distinctive traits of healthcare marketing is essential to avoid making 5 mistakes that are difficult to recover from .