Engagement is the New Branding: 2021 Health Care Marketing Trends Report

As we face another year of planning inside a global pandemic there is one (and only one) trend that we believe needs to be front and center for health care marketers—patient-consumer engagement.  

Join us as we back up the bold statement that engagement is the new branding, and learn how to apply these four go-to patient engagement strategies and tactics:

1. Leverage “digital dialogue”—creating two-way conversations with your audiences, which leads to brand trust and service utilization

2. Own the “trusted health news source” positioning—patient-consumers are seeking health information with health care brands like never before

3. Create “personalized messaging”—the pandemic revealed the different wants, needs and perspectives of health audiences—so personalize your content to be hyper-relevant and hyper-engaging

4. Restore the morale of burned out front-line workers and distrustful patient-consumers through “mission mindset”—leverage your organization’s mission to uplift and engage key audiences

 

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Hailey Sault Campfire Panelists:

  • Marsha Hystead, retired Partner and CCO
  • Joe Gunderson, Director of Visual Identity
  • Denise Burgess, Senior Writer

Moderator: Stephen Moegling, former SVP of Growth

Health Care Marketing Trends: Chapters in this Campfire

00:00 Introductions—getting ahead of the curve in 2021.

04:46 2021 Global Trend: Engagement is the New Branding—consumers will reward health care organizations that engage them by keeping up with the demand for content.

06:17 High Expectations for Engagement—core health care audiences have grown up with engagement.

08:59 Hot-Button Engagement Topics—patient-consumers want to hear about topics that don’t fall into classic branding categories.

10:12 Brand Loyalty Battleground—disengagement is the first step to provider switching; 31% of patients are considering switching.

11:24 2021 Sub-Trend: Engaging through Personalized Messaging—there is no single narrative that will connect with every patient audience.

12:00 Personalized Messaging in Action—using patient journey mapping and personas.

17:01 Audience QuickPoll—what services are the hardest when it comes to re-engaging your patients’ return to care?

18:26 2021 Sub-Trend: Engaging through Enhanced Digital Dialogue—consumers want health care systems to engage in conversations that can lead to shared understanding and positive actions.

19:33 Digital Dialogue in Action—polls, town halls, webinars, Zoom meetings, digital video, Instagram, programmatic video. 

24:51 2021 Sub-Trend: Engaging through your Mission—engage skeptical consumers and build resilience for burned out health care workers by leaning into your mission.

26:17 Mission Mindset in Action—reintroduce health care heroes to your community as the one-year anniversary of their fight against COVID-19 arrives.

30:35 Audience QuickPoll—Are you more or less optimistic about your future than you were in the fall of 2020?

32:17 2021 Sub-Trend: Engaging as a Trusted Health News Source—the opportunity for your brand to position itself as your community’s health media organization.

33:15 Patient-Consumer Insights—90% of health care decision makers indicate that they want regular information from their provider right now.

34:10 Trusted News Source in Action—tactics for using consumers’ #1 trusted source of information—your providers.

42:37 Recap

44:21 S’Mores Break—One thing each panelist believes you should take away from this webinar.

Join Us for Our Next Campfire Session

Hailey Sault is a health care marketing agency that creates human connection for brands. For more patients and appointments. More engagement and advocacy. More memorability and market share.

We host these Campfire Sessions to discuss the issues and opportunities facing health care marketers. These are webinars without boring slides, bullet points, and sales pitches—just great insights shared by and for our marketing colleagues. We hope you’ll join us around the virtual Campfire.

[PAST CAMPFIRES]

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Written by Denise Burgess

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As a Hailey Sault senior writer, Denise believes in staying true—whether it’s capturing what matters most to audiences or following her heart’s desires to run a half marathon and channel her inner public speaker. An expert in hospital and health care content, she cherishes the sanctity of skiing through the woods on a moonlit night.

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