I am eager to attend the SCOPE Summit this week in Orlando, FL (and as a Wisconsinite, I am more than ok with warm weather opportunities during the winter). I’ll be meeting with clients and gathering firsthand insight into the trends, challenges, and opportunities for companies that are changing the course of healthcare by leveraging technology. Will you be there? Let’s connect!
Shifting Mindsets: Marketing & Wellness
As a health-tech marketing professional who works daily with digital health companies trying to stand out among their competitors, one insight I’ll be watching out for at the show is how brands have shifted their mindsets regarding how they set up and execute their 2024 marketing plans.
I am repeatedly struck by how a great health and wellness routine that’s focused on small and consistent habits over time to achieve more significant results also applies to how digital health brands can improve their marketing plans.
How often are our marketing plans too big and too grand? How often do we miss out on setting up a foundation for driving actual results? How often do we want to go “viral” instead of slowly and steadily winning the race? How often are we changing strategies and don’t give enough time or space to see results?
Four Steps to Successful Digital Marketing and Communications
For digital health marketing and communications teams looking to stand out amidst the noise and have meaningful impact, the following are some insights from my work with various brands and inspiration from a great wellness routine that show how making small changes across the planning and execution process can combine for greater results.
1. Have a (Integrated Marketing) PLAN.
Having a plan is key to any marketing program. It doesn’t have to be fancy – but have a set of goals you reference each month and milestones to hold you accountable. Make sure you consider the following:
- How are you going to communicate with your ideal customers? Your current customers
- Where are your customers hanging out, and how can you connect with them?
- What measurement KPIs will tell you if your efforts are working or if you need to pivot?
In your plan, you also need to know WHAT you’re saying and how that will resonate with your market. Look at these three ways to stand out in healthcare technology for ideas. If you are considering whether or not to dive into the growing artificial intelligence + digital health conversation, consider recent data from our Research + Analytics Practice that shows that AI was a key topic nearly 48K digital health conversations across the web and Twitter last year.
2. Demonstrate DISCIPLINE.
Oftentimes, marketing and communications are an afterthought. Building a clear presence in any market and driving brand appreciation with customers takes discipline – showing up daily and executing the plan, even if it feels like it’s not working initially. Even the small, thoughtful efforts can make a big difference.
3. Be CONSISTENT.
Another wellness and marketing approach parallel I repeatedly observe is the impact of consistency. If you choose to deliver a lot of inconsistent messages to everyone, your message will reach no one. The importance of aligning on core messaging and driving that consistently through all of your marketing and communications efforts is key to gaining traction. Alignment internally creates positive energy that will be felt externally by your customers and stakeholders.
4. TRUST the Process.
People demand instant gratification. It’s too easy to judge a marketing campaign, one month in, as a success or failure. Just like in a wellness routine, the key in marketing planning is to embrace delayed gratification and trust the process that you’ve laid out – a plan, having discipline with your efforts, and being consistent with your message. Even though you might not see immediate results, you are building a foundation to build and sustain momentum over time, perhaps delivering both brand and demand benefits. It will feel like nothing is happening, and then suddenly you will have a breakthrough and you’ll finally see the fruit of the seeds you planted. Trust the process.
Looking Ahead
Digital health companies are looking at another interesting year as we understand more of the how behind AI enabling business processes and serving patients as they navigate their own health. Let’s not lose sight of the key business challenges facing our healthcare system – diversity and equity, value-based care, workforce burnout and health outcomes. Our team is excited to kick off the health conference season at SCOPE Summit and I’m hoping to observe more of the digital health community embracing lessons from the wellness world in their marketing and communications planning.
Not attending the SCOPE Summit? No problem – reach out to me anyway.
I look forward to connecting!
