[Emerging consumerism series article] Forward-thinking hospitals and progressive providers recognize that nearly every aspect of healthcare marketing and traditional delivery systems have changed. Some of this transformation process is for the better. While other elements—maybe not so much. Fundamentally, however, consumers expect to see a tired-and-traditional industry delivering a new level of consumerism.
The predictable and compliant patient that we knew yesterday has turned the corner. Today, the nation’s health care delivery system serves customers with a completely new profile. Old-school marketing that previously attracted “patients,” is increasingly ineffective.
Dynamic and empowered consumers now expect a retail-like shopping and customer service experience. Plus, to make this a more challenging, marketing executives must engage buyers today for products and services that they may need in the future.
When today's consumer has an interest in buying, they begin online. The buying-decision process begins with Google search. And, according to HubSpot, "Today's empowered buyers don't want to talk on the phone until they've already decided that you might be able to help them." Some of the change agents that connect healthcare to online search include:
Patients have become sophisticated consumers. Increasingly, they expect a retail customer experience with a high quality of service and satisfaction. And the simple fact is that when they don’t find the convenience and support of healthcare consumerism, the Internet empowers them to instantly move to another provider or resource.
Additional articles in this series follow. In the meantime, connect with us today and let’s discuss how your online presence can match the digital profile of healthcare’s new and dynamic consumer.
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