Here is a preview of my featured article,”2013 Health Care Advertising: Looking for Answers,“ seen in the February issue of The Review.
To read the entire article, click here.
With the future of health care evolving, consumer behavior and attitudes must be examined. Weise Communications Co-founder and President Tracy Weise offers her top five suggestions for health care advertising and consumer engagement for 2013.
1. Create Medical Communities through Social Media
Hospitals and health care systems can optimize outreach to educate consumers by moving beyond corporate websites and creating a strong social media presence via social media sites, blogs, referrals and webinars.
2. Increase Engagement with Mobile Media
As more consumers utilize their smart phones and tablets for Web browsing, medical apps will allow consumers to order medication, set appointments, learn about health initiatives and obtain the contact information of health care institutions.
3. Take a Broad Approach to Community Wellness
Online and offline advertising communication messages featuring, “well care” not just “sick care” will motivate consumers to take control of their own health in order to decrease hospital readmissions.
4. Be Keenly Aware of the Competition
In order to prevent patients from traveling far and wide seeking optimal doctors and ideal medical costs, health care advertising can lesson competition for the health care consumer by creating specific and consistent messages to target audiences.
5. Show Sensitivity for Consumer Anxiety Through Proactive, Targeted Communications
Health care institutions can ease consumer fears of the changing health marketplace by emphasizing positive messages about health care changes, providing dedication to community health, and advocating for the most profitable health care institutional services.