If you’re a healthcare marketer who is still spewing one-way communication with radio, TV, newspaper and direct mail advertising, it’s time to shift gears and develop a community-building mindset.
That’s the main message from a webinar hosted by Hive Strategies and presented by our business partner Jennings CEO Dan Dunlop last week.
“Healthcare marketing is facing a crisis of relevance,” says Dunlop. “The world of marketing is being transformed by the adoption of new digital platforms and technologies. Yet, most healthcare organizations continue to market as they always have.”
Much healthcare marketing holds little relevance for patients today
He goes on to say that “the traditional model of healthcare marketing, where we primarily push content in the direction of the consumer, is not sustainable. It’s short on value and holds little relevance for patients and consumers.”
Instead, says Dunlop, “we should look to online community development as a foundational element of any engagement strategy. We need to build niche online communities of shared interest, organized around specific topics, conditions or diseases, that our patients can join and where they can interact with others facing similar health challenges.”
In the webinar Dan shares plenty of excellent examples of how to approach marketing with a community-building mindset — from communities like Inspire and PatientsLIkeMe to individual hospital initiatives.
Take some time to view the webinar. I think you’ll enjoy it!