OPINION: THE

MARKETING
UNDERSTAND THAT
KINDPEOPLE
OF HEALTHCARE
Healthcare messaging shouldn't be confusing or intimidating—but creative and clear

By Mark Viden. Published on May 13, 2019

The healthcare industry is in the midst of a revolution as we pivot away from so-called
sick care and embrace preventative care, shifting our attention from illness to wellness.
Amidst this paradigm change, digital capabilities have given rise to more seamless
experiences, and an influx of new data means we can now get more patient-centric than
ever before. As those who help shape customer experience—in this case, patient
experiences—we have a tremendous opportunity to leverage the new landscape and
the current wellness boom to re-imagine how healthcare feels for patients everywhere.

Use simple messaging

Despite healthcare becoming more convenient, the industry itself is still highly (and
appropriately) regulated to protect the privacy of those we serve. To the average
patient, it’s an intimidating world, full of indecipherable jargon, lengthy forms, and
multiple medical specialties. Add to this mix an additional layer of insurance which
brings its own challenges and complexities, and you have the perfect recipe for
disengagement at best; frustration at worst.

To counter this dynamic, healthcare marketers have a unique opportunity to deliver

information and guidance in a way that simplifies the overwhelming and clarifies the
confusing. By shaping the ways in which patients interact and engage with the industry
at various touch points, brand leaders can improve healthcare literacy, break down
barriers in communication, and ultimately help cultivate relationships between patients
and doctors that are founded in compassion, honesty and trust. At its core, it is
changing the culture, inside and out. And to do this, what isn’t needed are celebrity
actors, scripts, and massive production budgets. Instead, simple and honest
communications which connect directly with the needs of patients and consumers will
what wins the future.

Get creative

This industry is known for being overly dry, rigid and creatively limited. While there are
many legitimate reasons for this, we can leverage the powerful opportunities that the
new social and digital landscape provide us with and bring new thinking to how we
connect. It has never been easier for brands to become part of consumer conversations
and daily lives as it is today. But it must be done with the patient in mind. Social media
and other platforms now enable us to reach consumers directly, and by speaking to
patients in ways that are compelling, interesting, and even humorous, brands can share
stories, spread relevant information, and present themselves in ways that are more
approachable, relatable, and trustworthy. There are endless ways to develop ownable
experiences that are creative and unique, all while staying true to the singular purpose
of providing a better experience.

One word: empathy

Healthcare can be daunting and intimidating for many people, and this in turn can
create barriers, preventing people from pursuing the care that they need. After all,
medical issues and illnesses are all sensitive areas that come with worry, stress, and
fear. As an industry, we have a unique opportunity to help people navigate these
challenging emotions and help them in these truly sacred moments. At their core,
people want to feel acknowledged, heard, and understood, and being empathetic to
their needs is at the core of how best to achieve this. At the end of the day, we’re in the
business of helping people, and there is no greater way to help patients than by putting
ourselves in their shoes, identifying their pain points, and creating an experience that is
as frictionless as possible. It won’t be easy. But it’s a worthy goal of everyone who is in
healthcare.

Empower the patient

Today’s consumers are savvier than ever. Chances are that they’re reading up on their
symptoms, conducting their own research at home, and checking out reviews, all before
they’ve even visited a doctor. In this modern healthcare landscape, patients have a
world of information at their fingertips, and healthcare marketers need to connect them
at the right touch points if they want to be seen. By centering on the patient and thinking
about what will help their various healthcare endeavors, from researching and learning,
to scheduling appointments, to ordering labs and finding clinics, marketers can improve
the online experience, and empower patients further on their wellness journey.

Get personal

Looking forward, healthcare is only going to become more personalized and predictive.
As we continuously learn from new data and insights, we’ll have the ability to create
highly tailored, individualized medicine, treatment plans and patient solutions. We’re
already seeing personalized services like at home testing and virtual medical
consultations take off. Along with these more custom services, our communication
should become increasingly more individualized, too. Marketers who focus on reaching
people via an individual, human scale will succeed. And brand experiences that evoke
humanity, by leveraging compassion, honesty, and emotional awareness, have a
greater chance to resonate.

Finally, be understood

Great brands make the complex understandable. Think of how Apple simplified owning
a computer and then later, made the smart phone an object that was intuitive and
elegant. Brands have an important role in illuminating that which is core to a product or
service. And in healthcare, never has that clarity been needed more. People have a
right to expect healthcare services to be simple and intuitive. And this journey toward
creating a more frictionless healthcare experience depends on messages that don’t
scare or confuse but connect and empower.

Mark Viden is the vice president of brand marketing at Dignity Health.