Healthcare is a sector that is constantly evolving, with a plethora of options fueling creativity, excitement, and utilization of the industry’s experts.
Brands are continuously competing to promote their products and services. However, your audience (just like you and me) has learned to ignore ads. The ads and sales promotions have just become the background noise that we mastered blocking out while getting to the point of “value.” So, the obvious solution is to stop being part of the noise and become part of the value.
What is Value-Driven Marketing?
Value-driven is a marketing strategy committed to finding ways to provide value to your clients. This method has become successful because it forces brands to understand their clients better. It produces more than a database of names; it builds a relationship between your brand and your clients.
Where to find value?
The Affordable Care Act was instrumental in the shift from fee-for-service to value-based care. As a result, your clients have shifted their focus in how they approach patient acquisition and retention. Your brand needs to become part of that solution. Your clients should know beyond just your products and services; they should know how your brand will add value to their patients.
3 Steps to value-driven marketing
Step1: Understand your clients
Your clients need to transition from a two-dimensional list of names into three-dimensional characters with needs, preferences, and pain points. Organize your clients into groups with common characteristics so you can create personalized content that is relevant to them. There is no set rule for establishing the grouping criteria; it could be the client’s size, organizational structure, or geographic location. However you decide to segment your client list, you should start by asking how your product or service will impact each group differently.
Step 2: Build relationships
With your client personas established, you can start adding layers into their characters. Understanding their needs will enable you to create content that is meaningful and engaging. Value-driven marketing is about transitioning from a sales representative to a trusted partner. Position your brand as an authority in your field by generating materials that showcase your innovation, expertise, and experience.
Step 3: Nurture your connections.
Brand reputation has become more critical than ever. The rise of the “review” trend has pushed almost every sector to reconsider its approach to client satisfaction. Influencers might be a new term. However, the value of recommendation from a respected source has always been known. Beyond the hype, your brand needs to nurture your existing connections and convert your current clients into your advocates.
Value for you
Knowing when to seek help from marketing professionals might be difficult. However, marketing strategies, like the healthcare sector, are rapidly changing. Working with archKATect is a great way to take advantage of our in-depth knowledge and grasp of the newest trends in the healthcare marketing field. We are here to help your brand implement new ideas and technologies, enabling your team to focus on what they do best.
REFERENCES AND RESOURCES
- Tama-Rutigliano, K. (n.d.). Council Post: Value-Based Health Care Facilitates Value-Based Marketing. [online] Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2018/10/03/value-based-health-care-facilitates-value-based-marketing/?sh=5115a24a5702 [Accessed 25 Oct. 2021].
- www.beckershospitalreview.com. (n.d.). How 3 value-based care trends are reshaping healthcare marketing. [online] Available at: https://www.beckershospitalreview.com/hospital-management-administration/how-3-value-based-care-trends-are-reshaping-healthcare-marketing.html [Accessed 25 Oct. 2021].
- Purcarea, V. (2019). The impact of marketing strategies in healthcare systems. Journal of Medicine and Life, [online] 12(2), pp.93–96. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6685306/.
