Technology is changing the game for all businesses, and marketers are also finding new ways in which to do their jobs more effectively. Now healthcare marketers are discovering the ways in which they can use technology to identify and engage their target market.
In order to identify the priorities for healthcare marketers in the upcoming year, Affect, a public relations and social media agency specializing in technology, healthcare and professional services, spoke with a panel of senior healthcare executives from organizations like, Illumina, MDxHealth, Pfizer and Phoenix Children's Hospital. Based on those discussions, it published a guide to navigating major trends in healthcare marketing in 2018 with a look at five key areas:
- Advanced social media use to increase awareness and loyalty
- Highly customized content plus promotion
- Creative media relations
- Emerging tech campaigns
- Business-oriented metrics
I spoke with Melissa Baratta, SVP and healthcare practice lead at Affect, about the state of healthcare marketing in today's environment. She said that because of the increasingly important role technology is playing marketing, “the role of marketers for healthcare is shifting.”
Read more in Prescriptions for Healthcare Marketing in 2018
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