General

Healthcare Marketing Trends for 2022 – Challenge Ahead

Healthcare, especially Hospital Branding & marketing trends are constantly changing and in the last 2 years it has been changed drastically. In 2022 there are strategies one can start implementing to stay ahead of the competitors keeping in mind current Covid & Omicron impact in mind.

According to the latest report on Times of India : India on Sunday 2nd January, 2022 reported 27,553 fresh Covid-19 cases and 284 deaths. Active caseload stands at 1,22,801 while Omicron tally is at 1,525. At 6,186 cases, the daily count in Mumbai sees a rise of 14%.

When we look back at March 2020 when the world literally shut down due to the COVID19 pandemic, what most healthcare businesses realized was the importance of marketing online and areas they needed to improve in order to keep their patients loyal and engaged with their brand, on the other hand masses at large started consuming more and more online content related to Healthcare. As majority Healthcare providers are busy providing healthcare facilities & services to cope up covid epidemic during 2020 & early 2021, they have not upgraded their marketing plans. 

Now In 2022 healthcare marketing is all about knowing is knowing and doing is doing, all of us majoring healthcare professionals are very much aware and knowledgeable about needs and expectations of patients and their relatives from healthcare providers. So one needs to adopt a more innovative, authentic communication strategy to make some noise in the mind of their target audience.

Marketing is a fast-paced, ever-changing field, and healthcare marketing trends are evolving right along with trending changes in the world. In 2022, healthcare practices need to be more innovative, authentic and authoritative in order to attract new patients and re-engage old ones.

Here are the most effective marketing trends that will be more result oriented in 2022 and beyond.

  1. Patient Centric Approach “Patient First”
  2. Patient engagement is a Top Priority at every touch points
  3. Use of technology in hospital operation processes “Innovation Wins”
  4. Creating more & more Brand Ambassadors “Internal Marketing”
  5. Say Hello to old patients “Re-engage old patients”
  6. Data Driven marketing strategy “Data is King”
  7. Authentic social media content “Say No to Copy Paste”
  8. Published genuine patient testimonials “No Pre Explained Testimonials please”
  9. Optimum utilisation of traditional media for advertisements / Publications
  10. Networking with medical fraternity 
  11.  Generate healthcare informative videos in vernacular languages
  12. Short & Sweet Content marketing “No one has much time to read lengthy content”
  13. Online & Offline engagement on ground activities focusing on preventive healthcare
  14. Remember you have multigeneration people around you “Don`t forget Gen Z & Millennials”
  15. Integrated 360 degree marketing communication approach “Don’t rely only on social media”

Trizone Healthcare Consultants believe in creating a meaningful collaboration with their healthcare clientele by providing 360 degree services in Branding, Marketing Strategy, Advertisement, Communications designing, Social Media Marketing, Digital Marketing, Web Solutions, Training & Development.

Patients are used to review, research and consider many factors before taking the final decisions over selection of Hospital/Healthcare provider.

That’s why it is so important for healthcare providers to plan their marketing strategy at an advanced level where they can retain existing patients and grab new patient footfalls to achieve their Brand & financial goals. 

Here Are 10 More Reasons Why You Need To Invest In Healthcare Consultancy

Trizone Healthcare Consultants is Here to Ensure Your Hospital’s Health.

10 Reasons Why You Need Healthcare Consultancy

Healthcare industry particularly Hospitals, Nursing Homes and individual clinic & healthcare practitioner in current era is facing many challenges while running their business in profitable manner.

In current scenario society perception towards healthcare is changed a lot. Society at a large expecting good quality & safe healthcare services from hospitals & healthcare professionals.

People have started demanding for good services from hospitals. To maintain and providing quality care services hospital management needs improvise their care model on regular basis in this demanding & challenging era.

In spite of having less number of beds availability (Hospital Bed v/s population), competition amongst healthcare providers is high due to this hospital management & marketing department are making continuous efforts to maintain or increase profitability of their businesses.

On the other hand, due to various factors procedure / surgery rates are decreasing & operational cost is increasing. Increased land cost, equipment cost, operational cost and skilled professional cost investment behind new Healthcare business establishment is very high.

So, how to overcome with this challenging situation?

Answer is investing in healthcare consultancy and let them help you out to face this challenges and to make your healthcare business profitable by increasing patient trust towards you, increase patient footfall, revenue grow and reputation.

Go through the 10 Reasons Why You Need Healthcare Consultancy for better understanding on Healthcare consultancy.

  1. A dedicated manpower

An institution where saving lives and catering to the healthcare needs of the patient is of utmost priority, it is tough to focus on marketing needs. Here is when consultants come in to play with a dedicated team of professionals.

  • To direct patient traffic towards you

A team of marketing professionals assist you with the guidance and communication to help you attract patient traffic.

  • Put the right marketing strategy in place

Apart from knowing what to do, it also very important to know when and how to do. A consultancy brings with all the answers with strong research as its base.

  • To build or rebuild your perfect image

Branding image is the first thought that flashes in your mind when you talk about a brand. That though or the visual should be incorporated rightly to create a positive impact. And a consultancy would exactly know how to do it!

  • To assist you become stronger than your competitor

A consultancy doesn’t just have the theoretical knowledge but is also know what works on ground and what doesn’t. It very well understands that one thing you need to do to stand out.

  • To help you get better understanding of patients’ behaviour

It is important to know the average patient’s/ their family’s behaviour and pattern from the moment of consultation to recovery to retention. The knowledge helps to improve and grow. Here is where you need healthcare consultancy.

  • To increase your patient engagement

A very key factor that leads to patient retention is patient engagement and a healthcare consultancy can assist you in doing the same.

  • Do the healthcare communication right way

Communication is essential in marketing however it is important do it right with sensitivity and in a way that it strikes a chord with your audience.

  • To benefit from their experience and expertise

A consultancy doesn’t just come with skilled professionals but also experienced experts who’ve with corporates and doctors and exactly know what they are doing. You sure can add value to your brand through this knowledge.

  1. An economic alternative to marketing

A consultancy offers you a complete package of skills, experience, expertise and dedicated manpower at a fixed price that too with a commitment of growth. While building your own marketing team can take a lot more effort and money with an uncertainty of results.

Trizone Healthcare Consultants is Here to Ensure Your Hospital’s Health http://trizonehealthcare.com/

MARKETING AUDIT

Healthcare in general and hospital branding & marketing in particular has as greatest of challenges these days in India.

How do you move forward in spite of the competitive environment ?

How do you minimize your advertisement budget, looking at high operational cost and low price line?

How do you shift from “High cost marketing” to “efficient marketing at low cost”?

How can we increase revenue to maintain quality care and service expansion?

How can we improvise on tracking & reporting system?

How to cope up with impact of Covid19 on Healthcare Industry?

The constant change in healthcare scenario sustainability of healthcare business is a Big challenge particularly with the challenges like increase quality maintenance cost, increase man power cost & operational costs, decreased margins over medicines & consumable products, high competition, prize / package war, professional fee sharing etc.

Hospital Branding & Marketing : It’s rarely simple or easy it`s required well planned, well calculated & well thoughtful strategy for short term and long term goal achievement. One need to plan branding & marketing strategies and tactics that increase revenue and profitability.

Solution: Start with Marketing Audit of your organization Irrespective of how well you think you’re doing, a marketing reality check / Audit is a useful tool to start with.

1. Check whether you are using evidence based marketing approach?

Does your branding & marketing planning include proven strategies, a well-designed Marketing Plan, Effective Implementation and evaluation of results? Remember the basics of marketing which start with need identification, service designing, pricing, packaging, branding, communication, advertisement, exchange of value and satisfaction of customer`s need. All these components drive the process. If you’re missing one or more you are not operating at full strength.

2. What’s the timeline of your marketing plan?

Even well planned marketing plan resulted in to failure if there is no timeline mentioned for each process in it.

3. Do you have clear, specific and measurable goals?

Branding and Marketing Plan should have clear, specific and most importantly measurable goals defined. Many of the time organization missed out one of the component while deciding the goals for the plan. One should audit the plan considering goal in mind.

4. Right Marketing Budget

There are various methodology for setting a marketing budget. How did you set your budget? Does it support marketing team to achieve goal? Does your budget sufficient for 360-degree marketing plan?

5. Does your communication clearly convey your USPs ?

In increased competition and various channels of communication you need to be very clear on communication part of your marketing plan. Check does your communication message convey it right or not? Are you communicating your USPs in right wording and thru right channel?

6. Has your marketing plan is made with 360 degree approach of communication ?

In recent ear of marketing, check whether your marketing includes all channels of communication? Does your marketing collobrating / including all stakeholders of the society ? Does your marketing reaches to all corner of the society?

7. What`s your measurement tool to measure ROI & conversion?

Often many organization don`t have a reliable tracking mechanism to track effort or result of marketing plan. Without having results measurement tool marketing cannot be completed. One should have all records such as patient source of reference, demographic details of the patients, source of influence, what make patient to choose your organization for treatment etc.

8. Just one more thing to add…

Branding and Marketing is a continuous process, if you want your organization to become marketing leader you have to continuously do marketing check and on the basis of that audit one should have to change their branding & marketing strategy on right time.

As I always says “Knowing is Knowing and Doing is Doing” so knowing that marketing budgeting, planning, reporting & auditing is very essential part of any businesses and not doing is brings great challenges in any businesses.

So .. Doing is Doing..

Building Profitable Business through world-class marketing

There are three kinds of organizations; those who make things happened; those who watch things happen; and those who wonder what`s happened.

If we do not change our direction, we are likely to end up where we are headed.

As the world spins into the challenging phase of economy, both citizen and business wonder what is ahead. There is not only change, but the rate of change is accelerating. A twelve-year old girl said of her ten year old sister, “She is of a different generation.” Her younger sister listens to difference music, plays different videos, knows different movie stars, has different heroes.

Organisation or companies often fail to recognize that their marketplace changes years to year. Last year winning marketing strategy may become today`s losing strategy. As someone observed, there are two kinds of companies: those who change and those who disappear.

Today`s economic landscape is being shaped by two powerful forces- Digitalization & Globalization. The Digitalization landscape today is dotted with new products & services offering, one would not have thought that one day world will be lockdown and everyone shall work from home, using various digital platforms. Making marketing & sales call through video calling, taking meeting through video conferencing, government will run their cabinet meetings through video conferencing digital platforms. Technology drives the second major force, globalization.

Besides digitalization & globalization, other forces are reshaping the economy e.g. deregulation, privatization, etc. As the pace of change accelerates, companies can no longer rely on their former business practices to sustain prosperity. Few point below compares business assumptions and practices that were practiced then with the one is being practiced now.

Earlier companies use to make & manage everything inside the company, Now companies buy more things from outside or outsource.

Earlier companies are product centric, now they are market and / or customer centric

Earlier practices mass marketing now practices target marketing

Earlier business was managing from top now manage up and down and across

Earlier operate in the marketplace no operate also in the marketspace

Earlier focus on the product now focus on value for the product and feedback on the product

And their earlier approaches and practices that were practiced then, which are not practiced now. Those who have not changed their business practices is locked in traditional practices.

Besides winning business practices, is there a set of winning marketing practices? Are there winning marketing practices?

Answer is Yes according to Kotler on Marketing there are nine one liner formulas of winning marketing practices.

  1. Win Through Higher Quality
  2. Win Through Better Service
  3. Win Through Lower Prices
  4. Win Through High Market Share
  5. Win Through Adaptation And Customization
  6. Win Through Continuous Product Improvement
  7. Win Through Product Innovation
  8. Win Through entering High-Growth Markets
  9. Win Through Exceeding Customer Expectations

So out of above What Constitutes a Winning Marketing Strategy?

Clearly there is no on marketing road to riches. Instead of relying on one major differentiations or thrust, a company needs to make their own unique strategy of marketing activities.

Remember Knowing is Knowing and Doing is Doing, it is not enough to do most things a little better than the competitors.  We at Trizone assist businesses to weave its own unique tapestry of marketing qualities and activities.

www.linkedin.com/company/trizone-healthcare-consultants

#Trizone #TrizoneHealthcare #HospitalMarketing #HospitalBranding #MarketingStrategy #WinningStrategy #MarketingConsultancy #MarketingConsultant