I spoke with the amazing Kirsten Lecky at WriterGirl & Associates to share a little about how I would describe the 2024 healthcare consumer, what healthcare communicators should keep in mind to meet the needs of those consumers, and what to expect at the inaugural Healthcare Marketing 360 conference coming up March 18-19.
Highlights:
-How I would describe the 2024 healthcare consumer:
They expect more. They are willing to switch providers due to poor experiences. Consumerism 1.0 was about having choices. Consumerism 2.0 is about having expectations. Fortunately, there's a lot that can be done to address those expectations.
-What healthcare communicators can keep in mind to meet modern consumers' needs:
1. Open up your competitive analysis to include nontraditional brands. Disruptors are marketing themselves as a convenient alternative to the traditional patient experience. You need to be aware of that, and depending on your market, include digital and retail health brands in your competitive grid including Amazon, Costco, Walmart, CrossFit, CVS, GNC, HyVee, Albertson’s, Walgreens, Oak Street, ChenMed, Firefly, etc. Primary care is everywhere.
2. Acknowledge the journey. Brand dissonance occurs when the brand experience doesn’t match the marketing promise. Continue to prioritize personalizing journeys wherever possible.
3. Prioritize the investments that are necessary to meet and exceed expectations. It's time to build the next generation of consumer experiences.
-Use discount code JARED25 for 25% off registration at Healthcare Marketing 360, March 18-19 in Nashville.
ICD Media Group Amy Walsh, MBA Bill Doherty #healthcaremarketing #consumerhealth #retailhealth #digitalhealth
🎦 Dig into consumer health as Jared Johnson, Founder and Consumer Health Advisor of Shift Forward Health, shares his insights with Kirsten Lecky. He explores the evolving expectations of healthcare consumers, highlighting the need for healthcare organizations to adapt their marketing strategies accordingly.
Also, learn why you shouldn't miss his session at the Healthcare Marketing 360 Summit, March 18-19 in Nashville! ICD Media Group
➡ https://lnkd.in/gJuh3_GG
#consumerhealth #consumerhealthcare #healthcaremarketing #marketingstrategy #contentwriting #contentmarketing #healthcaremarketing360 #ICDMediaGroup
Director of Sales, MM+M at Haymarket Media Group
1moCongratulations to the 9 Omnicom Health Group agencies for your great year on the MM+M #Agency100 list! A special shoutout to Matt McNally, Kirsten Kantak and Craig Romanok for your partnership and marketing expertise!