How 3 value-based care trends are reshaping healthcare marketing

The emphasis on value, data and personalized medicine is changing how healthcare organizations think about marketing and communication.


Gone are the days when healthcare marketers could rely on mass, direct-to-consumer ad campaigns, marketing materials for healthcare providers and revenue maximization, Ad Age reports in collaboration with Deloitte Digital. Instead, healthcare organizations should consider how seismic industry trends are influencing how patients prefer to receive healthcare information and what they value in a healthcare experience.

Here are three trends and how they could affect healthcare marketing strategies, Ad Age and Deloitte report.

Value versus volume. In an era of value-based medicine, healthcare providers will succeed or fail based on patient outcomes, rather than how many services they provide or patients they see. Marketing and communications strategies must shift accordingly. This could mean marketing departments focus more on cultivating relationships with their current patients, rather than casting a wide net to draw in new customers.

Data-driven. Healthcare data has become increasingly valuable to a variety of stakeholders, including physicians, hospitals, payers and marketers. Marketers can draw on patient data to focus their marketing strategies and to help leverage an organization in business negotiations.

"[Providers] can combine real-world data with economic outcomes and other factors to create measurable evidence that demonstrates a brand's value proposition to customers and payers," according to the article.

Customer experience-centric. Consumers across service industries are looking for more personalized, customized experiences. Healthcare is no different. Healthcare marketers should consider "new engagement models and advanced segmentation to deliver treatments and marketing that are truly personalized," according to the article. 

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