State-of-the-art. Mutidimensional. Complex. How often do we hear these words in healthcare marketing? And do
State-of-the-art. Mutidimensional. Complex.
How often do we hear these words in healthcare marketing? And do they really mean anything to the people who read them?
In a presentation at Content Marketing World Health Summit on Wednesday, AHA Media Group digital strategist Ahava Leibtag encouraged healthcare marketers to stop doing the same thing over and over again expecting better results.
In marketing, there’s internal-external tension between what doctors and executives want people to know and what patients actually want to know. A lot of the decision makers in healthcare are from a different generation and aren’t sure how to get over some of the barriers in delivering content, Leibtag said, so marketers shouldn’t be afraid to sit down with resistant executives and lawyers and explain how younger generations are accessing information today. Sometimes, it’s fear or lack of knowledge that keeps hospitals from moving outside of the box.
Here are her tips on creating great content marketing.
If you want to be treated differently, act differently. What you’re doing can’t be the same as what everyone else is doing. Here’s an example from a campaign for breast self-exam in Canada, which uses humor to motivate women to take action.