Digital Marketing for Healthcare: A Professional Guide to Online Marketing Strategies for Healthcare Marketers
Book Details
Author(s)Keith Boswell, Mikkel deMib Svendsen
PublisherMaster Succeed, LLC
ISBN / ASINB00NTC4BCO
ISBN-13978B00NTC4BC0
MarketplaceFrance 🇫🇷
Description
The Internet and new technologies like personal health records have disrupted the healthcare experience dramatically over the past decade. At the same time, The Affordable Healthcare Act (ACA) opened the health insurance market up to everyone in the United States.
For the last fifty years, employers have been the largest purchaser of health coverage for their employees. Now individuals represent the largest pool of buyers and insurers are scrambling to perfect B2C marketing when they've grown up doing B2B.
With ACA making healthcare more widely available, competition for the uninsured or those switching coverage is tougher than ever. In a world driven by digital consumers, being okay at digital marketing isn't enough. You need to know how to stand out and engage with the new health consumer.
While we were busy cutting our teeth in the field of digital marketing and toiling in the trenches the last 18 years, radical changes were taking place in the healthcare industry. The language of healthcare and health has changed. How people access their health information has changed.
During the last ten years, we’ve tackled healthcare and digital marketing from both the agency side and from within one of the largest healthcare organizations in the U.S. We believe healthcare organizations across the country are struggling to keep up with the changes in both medical and media technology, let alone the rapidly changing world of marketing. This Single is intended as a resource to help organizations understand the big issues, explain how to prioritize and resource their work, and give real-world advice on dealing with reputation management and other pressing issues that have arisen in this new era.
This Single is a road map for healthcare marketers who are trying to keep up with radical consumer disruption at the same time as their quarterly and annual goals. It includes topics like branding and awareness, digital acquisition, managing your reputation through review sites and consumer reviews and much more.
For the last fifty years, employers have been the largest purchaser of health coverage for their employees. Now individuals represent the largest pool of buyers and insurers are scrambling to perfect B2C marketing when they've grown up doing B2B.
With ACA making healthcare more widely available, competition for the uninsured or those switching coverage is tougher than ever. In a world driven by digital consumers, being okay at digital marketing isn't enough. You need to know how to stand out and engage with the new health consumer.
While we were busy cutting our teeth in the field of digital marketing and toiling in the trenches the last 18 years, radical changes were taking place in the healthcare industry. The language of healthcare and health has changed. How people access their health information has changed.
During the last ten years, we’ve tackled healthcare and digital marketing from both the agency side and from within one of the largest healthcare organizations in the U.S. We believe healthcare organizations across the country are struggling to keep up with the changes in both medical and media technology, let alone the rapidly changing world of marketing. This Single is intended as a resource to help organizations understand the big issues, explain how to prioritize and resource their work, and give real-world advice on dealing with reputation management and other pressing issues that have arisen in this new era.
This Single is a road map for healthcare marketers who are trying to keep up with radical consumer disruption at the same time as their quarterly and annual goals. It includes topics like branding and awareness, digital acquisition, managing your reputation through review sites and consumer reviews and much more.
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