Its Time For PermissionBased Marketing In Hospitals And Health Systems In 2023

Its Time For PermissionBased Marketing In Hospitals And Health Systems In 2023

Vendor marketing is a complex undertaking, whether it's a doctor's office, home care agency, outpatient surgery center, hospital, or healthcare system.

With HIPAA and General Data Protection Regulation (GDPR) data protection compliance in Europe (read if you're unfamiliar) and Congress scrutinizing 'tech' companies and targeting US privacy rules stricter by 2023, the situation. it will be a difficult year. Apple has made changes to user privacy and data controls that allow users to block apps from tracking their activity.

Your digital marketing opportunities for patients have changed. But that doesn't mean you can't be effective.

The biggest challenge in 2023 is moving from marketing that interrupts work to marketing that engages patients and healthcare consumers.

Are you ready or planning to allow permission-based marketing as your primary gateway? Have you considered permission-based marketing in 2023? It's about doing what's allowed within the spirit of the rules and becoming an authorized distributor.

The truth is that almost 99.9% of all marketing in hospitals and healthcare systems is intermittent.

Permission-based marketing, first offered in 1999, allows your target audience to choose whether or not to receive promotional messages. The concept of permissive marketing was popularized by entrepreneur and writer Seth Godin in his book Accessible Marketing: Turning Strangers into Friends and Friends into Customers . Marketing authorization is expected, personal and relevant. This is the opposite of intermittent direct marketing, which traditionally involves sending promotional material to a large group of customers without their consent.

Permission-based marketing falls into two categories: explicit and implicit.

Express subscription marketing occurs when a patient submits their email address to receive marketing communications. For example, they can sign up for hospital newsletters or for information or updates on specific medical conditions. Express marketing is the norm when building new patient relationships.

Consensus marketing is a relationship with a patient. Consider a current or former patient for special leave.

Whatever form of marketing is used, both leave the reins to the patient and give them control over the beginning and end of the relationship.

Five rules of success.

There are certain rules of thumb in permission-based marketing; it's not just about patient consent to emails and other marketing materials, that's all.

1. Make sure written permission is given by the patient or a responsible adult.

2. Make it clear that patient information is confidential.

3. Provide an easily accessible unsubscribe option in the footer of your emails.

4. Select content that will keep the patient coming back for more.

5. Add personality. Permission-based marketing emails are an opportunity for the hospital to be a little laid back and engage with enrolled patients.

As social media disrupts the marketplace and creates serious brand and reputational safety issues, as patients become consumers of multi-channel media, the days of intermittent marketing can be left as a strategy in the rear view mirror.

Thank you for taking the valuable time to read Healthcare Business & Marketing Insights. Consider sharing on social media.

Michael is a leader in the fields of health, marketing, communications and ideas. An international healthcare strategy blogger, her Healthcare Business & Marketing Matters blog is read in 52 countries and ranked #3 in Feedspot.com 's Top 100 Healthcare Marketing Blogs & Websites . Michael is a Life Member of the American College of Health Leaders. You can email me with thoughts or questions at michael@themichaeljgroup.com.

You can also reach me on Twitter , LinkedIn , Facebook , Tumblr , Instagram , Pinterest , TikTok , and Mastodon .

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The opinions expressed are my own. ©Michael J. Krivich 2022. All rights reserved.

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