As marketers, we strive to ensure that our jobs are meaningful and that we are making a positive impact on people’s lives. In today’s episode, Jasmine Gee shows us how marketing works to actually save lives by helping with Covid vaccine rollouts and making sure that critical information reaches those who need it most.
It’s no secret that healthcare marketing tactics are often behind the times. As a regulatory industry, healthcare is not an industry where the words “new” and “innovative” are commonly used to refer to marketing efforts. Identifying healthcare marketing when you see it is usually pretty easy (hint: look for lots of blues and whites and smiling people in lab coats).
Jasmine Gee, vice president of marketing at Arcadia.io, speaks with Marketing Smarts about how marketing helps save lives by ensuring that patients make (and meet) appointments and hear from their individual practitioners.
Gee acknowledges that much of what is currently happening in health tactics is viewed as Marketing 101 for those outside of the health care sector, but that tactic has proven remarkably effective.
For example, we think about patients the same way we think about leads. Someone who has missed a visit or is in need of a vaccine is a “clue” and we hope to bring that person to a “conversion”. Only in this case will no white paper be downloaded or a web form filled out during the conversion. It’s about reaching their doctor and getting vaccinated or getting the treatment they need. It’s about making real, meaningful changes in patients’ lives possible.
We also discuss the evolving role of health professionals and how they must now wear the marketing hat as well. It is no longer enough just to practice medicine. Practitioners now need to make sure that they win the hearts and minds of their patients.
One way to do this is to make sure they reach and serve their patients the way patients want to be reached – and for marketers, it’s all about personalization and relevance. To make a stronger connection, the news should come from their doctor – the last one they saw. Gee notes that such relevance can only occur if the data is available: the right list is crucial; Incomplete data make this type of personalized contact almost impossible.
Aside from making links and being relevant, the real coup is to make vaccine information available to the public and ensure that the most vulnerable are informed of the latest guidelines and updated information. Such outreach programs have been “shockingly successful”, sending over 2 million messages with open rates of up to 50%.
“Healthcare lacks humanity, which is ironic because it is healthcare,” says Gee, noting that standard blue-and-white health marketing with doctors in lab coats no longer cuts the mustard. “We need real faces of people in real life who deal with real situations and feel supported.”
And there’s nothing wrong with adding humor to the marketing mix, as Jasmine demonstrates. Those of us who market in highly regulated industries can still enjoy our marketing. We just have to pay attention to how we use humor.
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This episode is brought to you by Rollworks:
RollWorks offers B2B companies of all sizes an account-based platform to align their marketing and sales teams and securely increase sales. With machine learning and a rich foundation of account information, RollWorks lets you identify your target accounts, associate them with digital ads, web personalization, email signatures, and sales automation, and measure the effectiveness of your programs. For more information and a free demo, visit rollworks.com
“Marketing Smarts” themed music composed by Juanito Pascual from Signature tones.