The Weekly Hash: 05.02.21
Brandon Edwards
Seasoned healthcare executive in marketing and managed care services
In a marketplace rich with options, healthcare consumers sit at the steering wheel of transformation.
How can health systems and brands defend their turf as new market entrants shake up traditional care delivery? Get our perspective from both a business and marketing perspective below.
News ? impact ? recommendation
BUSINESS OF HEALTHCARE
News: McKinsey's new study delves into how consumers define wellness. In addition to pillars like nutrition, sleep, and mindfulness, consumers consider medicine, medical devices, telemedicine, doctor’s appointments, and remote healthcare services to be a key part of overall wellness.
Impact: In the healthcare industry, “wellness” is often a bad word. It’s usually equated with the softer, less clinical side of health: nutrition, skincare, fitness, and feel-good products. But for consumers, wellness is relevant every single day and includes healthcare.
Recommendation: As health systems work to gain patients' everyday mindshare (and not just be thought of as a “sick brand” that people run to when they need surgery), there’s an opportunity to truly own wellness. This goes beyond using the word. It means incorporating products and services into the overall business and marketing strategy that position your brand as the go-to for all things health and wellness. Otherwise, health systems will find themselves losing share to new entrants who design for wellness first.
— Stephanie Wierwille, Senior Vice President, Content
MARKETING TRENDS
News: On Monday, Apple released a software update for iPhones that will significantly impact online advertising targeting. With the new App Tracking Transparency framework, iPhone users gain full visibility into the apps that track them and can easily opt-out of the cross-site tracking that platforms like Facebook ads rely on.
Impact: Facebook has waged a campaign against this change, projecting a 60% hit to ad revenue. But social media companies and online retailers aren’t the only organizations impacted by Apple’s play to protect privacy. Hospitals and health systems rely on digital advertising too.
Recommendation: In addition to monitoring national consumer privacy and data sharing conversations, healthcare marketers should also evaluate their reliance on external data sources and seek opportunities to bring data in-house. Because this is certainly not the last time we’re going to see big tech revoke access to consumer data.
— Sarah Natoli, Director, Content Strategy
How influencer relations drives behavior change
Influencer relations goes far beyond celebrity bait and TikTok superstars – It's about connecting consumers with true value through trusted sources.
Where to start? Find out from ReviveHealth's Executive Vice President, Communications, Lindsey Thompson.