Here's what you need to know about health care marketing

Key quotes:

• "Research informs decisions at the brand level and on the product or service level."
• "Qualitative research enables you to capture in-depth feelings, opinions and attitudes from participants."
• "Here’s just a sample of four popular types of research and their value to health care marketers: Surveys allow you to reach a broad customer or employee base or a select segment."
• "For example, you could ask customers why they chose your hospital system or health care plan or ask about their opinions of the experience and how it compares to your competitors."
• "The number of participants can be even greater than online focus groups since it is typically moderated over a period of two to four days."
• "There are four critical questions to ask in the early stages of market research planning."

Key quotes:

• "Miranda: When I think in terms of categories, it’s more like marketing a service rather than a product."
• "There’s a lot of subjective qualities that come into play in healthcare marketing, some that you mentioned, and it’s more of a long term approach."
• "So it’s the entire experience, and we highlight that a lot more as we think about consumerism in healthcare marketing."
• "I mean, you know, you really have to consider, when you’re looking across at all your options, it’s really going to come down to subjective matters that really make that final decision when you’re thinking about the customer journey, what’s going to be that little differentiating factor."
• "Rudy: I wanted to switch gears and talk about well, I’ve worked in ortho before and I don’t think I’m overstepping to say it’s mostly guys."
• "Rudy: Yeah, that’s one thing I do like working with doctors."

Key quotes:

• "However, with the different traditional and online marketing strategies nowadays, how would you know which type of ad works best to reach your potential patients? Some ads fit best for targeting patients that are looking for solutions to health problems."
• "Defining your target market is an important task before committing to a type of advertising campaign for your practice."
• "To make a clear determination of your target market, here are 3 things to help you out: Once you figure out who your target patients are and where they’re spending the most of their time in, you’ll have more of an idea what kind of advertisements they will likely engage with."
• "Here are tips to help keep your ads simple yet engaging: With digital marketing on the rise, there are so many advertising opportunities for your practice to choose from! Best For: Pros of Search Advertising A type of online advertising that includes banner ads and rich media, display advertising uses graphics, audio, or video to advertise your healthcare practice."

Key quotes:

• "Most importantly I’m going to talk about where marketing for providers has been and where it needs to go."
• "Because we are entering a new era in healthcare communications and the providers who are going to succeed moving forward will be the ones who embrace the new world in which marketing plays a vital role."
• "Because I believe we’ve reached a point where hospitals and other providers have no choice but to see marketing for what it is: it’s more than just a way to tell patients about your hospital, it’s a service in and of itself that can improve patients’ health."
• "Because of the business model hospital marketing has been pigeon holed into two types of messaging: 1) “We’re the best!” and 2) “We really care.” “We’re the best” is the standard chest beating stuff you see."
• "And here’s the best thing about this type of relationship… When people do need those procedures, whom are they going to trust to guide them? It takes a marketing expert who understand the deeper motivations who can create the messaging that will help people change their behavior to improve their lives."