Here are 9 Tips for Marketing to Affluent Healthcare Consumer
Better healthcare consumer experiences can help you attract the patients that you want.
Introduction
When you’re marketing to
affluent consumers, there are many things to consider. The most important thing
is understanding what makes these consumers tick and then developing a strategy
that targets them correctly.
Healthcare consumers are
different from other consumers. They have higher expectations for their
healthcare and are more likely to want to be informed about new developments,
technologies, and treatments. Moreover, they’re more educated than average
Americans—and this means that you’ll need a unique strategy if you want to
reach them effectively.
Affluent people tend to be
interested in learning new things and having information at their fingertips
(which is why online courses can be such an effective form of marketing). This
makes them particularly receptive when it comes time for you to share your
expertise on wellness or prevention strategies. In fact, studies show that
affluent individuals who learn about these subjects tend to both increase their
likelihood of being active participants in those conversations–and also improve
their own personal health outcomes! In the end, though, healthcare consumer
experiences are what makes the difference in
performance at your healthcare facility.
Here
are some tips for marketing to affluent patients in healthcare:
Think like
a consumer
The first step to marketing to
affluent consumers is understanding how they think, which means thinking like
one of them. To do this, you have to be able to see things from their
perspective. Here are some key points:
• They live in a world of
information overload where there’s always something new coming at them from all
angles—and it’s difficult for them to make sense of everything they encounter
in the digital world (which includes social media).
• They’re constantly looking
for ways to save time and money so that they can better spend their time doing
other things, such as watching TV shows or reading books on their tablets
instead of having meetings with vendors over coffee cups full of expensive
lattes all day long!
Keep the
patient in mind
You should always keep the
patient in mind. This is especially true when you’re trying to market to an
affluent consumer, who may have more money than time. If you don’t understand
what their needs are and how they use their money, it’s going to be very
difficult for your marketing efforts to reach them.
Communicate
with empathy
In order to be successful, you
must be able to understand the patient’s perspective. This is especially
important when it comes to marketing campaigns for healthcare professionals,
who are often dealing with a complex set of issues that can be difficult for
non-healthcare consumers to understand. If you don’t have empathy for your
target audience, they won’t trust you or listen to what you say.
Empathy is one of the most
important traits in any successful healthcare marketer and it’s also one that
can help with developing effective marketing campaigns.
Show,
don’t tell
When it comes to marketing,
the most important element is the message. If you’re going to market your
product or service, the first thing that should go through your head is “What
can I tell other people about this?” and not “What do I need to show them?”
So when creating content for
your website or social media posts for healthcare professionals (HCPs), try not
just tell them what you do—show instead! Showing how amazing your product is
can go much further than simply saying it’s great because it’s true.
Engage on
social media, but don’t go overboard
Social media is a great way to
engage with customers, but it’s also important not to go overboard. Don’t be
afraid of negative feedback. Don’t be afraid of being too personal or too
aggressive in your content marketing efforts; these are all things that may
happen if you’re going after the right people (and they will happen).
But don’t worry! There are
plenty of other ways for you to get exposure for your brand without posting
anything on social media at all! You can use email campaigns, podcasts and
videos—simply post them somewhere online where potential patients might find
them (like YouTube) and watch as their eyes glaze over from boredom before
quickly clicking away from their computer screens seconds later because they’re
bored again.
Personalize
messaging
Personalization is important
in healthcare. It’s a fact that, when it comes to purchasing decisions,
consumers want relevant information they can trust and use as a resource.
Personalization helps you get there by tailoring your communication with
customers based on their interests and needs, allowing you to provide them with
better service through targeted marketing campaigns.
However, personalization isn’t
always easy for healthcare brands because of HIPAA laws regarding patient
privacy (also known as Health Insurance Portability and Accountability Act).
While these regulations make it illegal for health care providers or other
organizations involved with patient care (such as insurance companies) to share
an individual’s medical information without consent from the person whose data
was disclosed (and even then only under limited circumstances), they don’t
prevent companies from gathering general demographic data about people who
visit their facilities so long as those individuals aren’t asked directly for
sensitive details like social security numbers or bank account numbers—which
makes sense since those types of details wouldn’t likely be relevant anyway!
However, if someone does ask specifically about these kinds of things during
the registration at an appointment center then yes: no problem! Just tell them
honestly how much time this process typically takes before going ahead any
further–it’ll save everyone time later down line.
Optimize
for mobile
Mobile users are a growing
share of the population, and they tend to be more affluent than desktop users.
In fact, mobile advertising is one of the most effective ways to reach wealthy
consumers in healthcare markets.
Mobile advertising is also
more likely to influence mobile users’ purchase decisions because it’s often
used on their phones and tablets when they’re out and about—not just at home or
work!
Mobile video is particularly
persuasive for affluent consumers who spend more time online: They watch longer
videos on an average day than non-affluent people do.
Consider all targeting methods
It would be best if you were
considering all targeting methods. There are many ways to reach your target
audience, including age, gender, geography, and more. For example:
Age – In general you want to
target consumers that are young enough to be interested in your products or
services. However, if you’re selling pharmaceuticals for seniors there might be
an opportunity for you by targeting those over 65 years old who have health
problems related to aging such as arthritis or heart disease.
Gender – Some healthcare
providers prefer women because they tend to make better choices than men when
it comes time to purchasing healthcare services like glasses or dental work (e.g.,
women will typically visit a doctor sooner than men). This makes sense given
that women tend not only to care more about their appearance but also feel
better about themselves after getting new glasses!
Don’t be afraid to A/B test
A/B testing is a great way to
learn what works and what doesn’t. But think carefully before committing to
anything too long-term or expensive. If you’re not sure how much time and money
you can devote to getting your ad in front of the right people, it’s best to
start small with one campaign at a time.
For example: if your main goal
is to get more patients into your practice or increase revenue from existing
patients, then you may want to start by targeting people who are already
interested in seeing you (i.e., those who have already expressed interest
through research or reviews).
Marketing to affluent
consumers in healthcare requires unique strategies and an understanding of how
these consumers think and behave.
Conclusion
Marketing to affluent
consumers in healthcare requires a unique strategy and understanding of how
these consumers think and behave. In the end, it’s about finding what works for
your brand, product, or service—and then using that knowledge to build an effective
campaign that resonates with the right people.
BraveLabs is a healthcare provider
marketing agency that helps healthcare providers reach
the exact patients that they are looking for. If you want to market to affluent
customers, then we can help you. Contact us today.
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