Tips for Survivingthe New Healthcare Marketing Landscape5

It’s no secret that the healthcare landscape has experienced major changes in the last few years. Spurred by the Supreme

Court’s upholding of the Affordable Care Act, 2014 is beginning to reveal exactly how the delivery of healthcare has changed, and how healthcare marketers are keeping

pace with an entirely reshaped consumer base.

As Obama’s signature health care law settles in, hospitals, medical practices, insurers, pharmaceutical companies, and retail markets alike are adjusting to new measures of success. Quality, convenience, and cost effectiveness now take precedent over the dated model of healthcare known for a high volume of procedures, care and cost. Driving quality of care and patient satisfaction to the top of the priority list,

reformed healthcare systems have adopted new practices during the time of transition. Population health management practices have been acquired to aid in preventative care. More effective technologies such as EMR systems have been introduced into administrative settings. And consolidation efforts with one or more

medical affiliates has become so popular that the trend will likely result in mega hospital systems monopolizing the market. At the other end of the spectrum, insurers have transitioned from a wholesale model to a retail model, reflective of increased attention to the value of medical services as well as price

transparency. With the consumer in the driver’s seat, your old marketing plan is in the trash.

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Marketing a healthcare organization can be challenging. Approaching the process with the right know-how, tools and

guidance isn’t. Ashworth Creative’s collective marketing experience presents to you five helpful tips for surviving

the new healthcare marketing landscape:

As one of the largest reforms of healthcare in decades, medical and marketing experts are scrambling to make adjustments…some too late, and some not at all. Before you throw marketing strategies against the wall to see what sticks, remember that everything has changed, and your process should be changing along with it. Consider the newly

heightened level of consumerism. Your audience has been doing some scrambling of their own trying to figure out what these changes mean for them. When you change dinner plans, do you not inform your guests? Should you forget, you’ll

likely be sitting at an empty restaurant table. As marketers, we do not want this. Assume the new level of transparency as a chance for proactive reinvention, and an educational benefit to consumers who seek it. Provide consumers the opportunity

to understand and engage with your brand, as well as what to expect down the road so they are able to make educated decisions.

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1

Be proactive, be transparent

Preventative healthcare is now part of the mix whether you like it or not, so embrace it! As providers continue efforts to reduce acute diseases, in-patient stays and associated healthcare costs, available products and services should provide health and wellness benefits, long-term. Overall population health contradicts the previous testament to filling hospital

beds to maximum capacity, focusing solely on individualized short-term treatment. An increase in the quality of both doctor and hospital visits, though fewer will also contribute to communities adopting healthier habits and lifestyle

choices. This paradigm shift removes the need for “Band-Aid” marketing, and instead refocuses efforts toward long-term, goal-oriented healthcare products and services.

2

Build awareness around prevention

Patients now posses greater control over how they access healthcare options. Combine this with the power oftechnology, mobile and social media, and bake for 30 minutes, and you’ve got yourself a heaping dish of empoweredconsumers. What’s the next step? Accept the fact that your audience has changed, and prepare to change the way you

connect with that audience. Technology enables direct contact with healthcare providers. The promise of mobile enables healthcare brands to reach consumers on the move with concise calls to action. And social media provides a platformto engage and influence the healthcare decisions of users. Use these tools to your advantage by incorporating them

into your new marketing plan and you will be one step ahead of the game.

3

Learn to connect with an empowered consumer

Healthcare is more patient-centric and retail than ever before. As healthcare systems adjust to caring for the “whole patient”, the relationships between insurers and providers are shifting, too. Joining forces, these entities are creating

smarter, streamlined business practices to entice patients. In store clinics, pharmacies and other retail models are exploring opportunities to attract consumers up close and personal. It is as easy as walking up to the counter, or down an aisle.

Relationships with physical retailers and alternate providers are up and coming, yes, but effectively communicating the encompassing benefits to the consumer is a new level of marketing that some are failing to reach. Don’t let it be you.

4

Know your new allies on a retail level

Service consolidation, hospital and practice mergers, buy-outs, affiliations and physician alignment – once thy enemy, now thy friend. Though the latest changes in the healthcare landscape allude to many positive changes – innovations and the overall promise for a healthier country – most will agree that the business side of things is still quite ugly. As the number of insured

rise, Medicare and Medicaid reimbursements will decrease as double-digit growth of the Baby Boomers enter retirement. The hard, cold truth is that this new model isn’t as viable for most healthcare systems, not without major change anyhow.

Many groups will join forces to share cost, increase in size and service offerings, amplify negotiating power with insurers, or to improve the current quality of care. As new trends drive parties into the arms of sworn enemies, it is wise to assess how viable

your organization is in the current state. Assess your competition, and be ready to rebrand a new, larger you down the road.

5

Understand your own viability

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Ashworth Creative can guide your marketing efforts providing sound, creative, and evidence-based strategies no matter the changing face of your organization. Understanding the nature of healthcare is vital, but our team also pays close

attention to detail and the needs of our clients. We keep our ear to the tracks to ensure that we operate as a professional extension, recognizing and appreciating every inch of your organization’s function, goals and beliefs.

By identifying, planning and capitalizing on the differentiating factors of healthcare organizations and the surroundingopportunities, we will recreate the communicative architecture of your organization in the most creative and lucrativemanner using distinctive marketing strategies and tools. Consistency, transparency and value is what your consumer is

looking for, we’re just here to aid in the delivery.

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Love what you do. Love what we will do for you brand.

Call us today at (845) 877-0410or visit us at www.ashworthcreative.com

The key to success is within your reach at Ashworth Creative.