As the healthcare marketplace evolves to more of a consumer orientation – with consumers voting with their wallets for the care that provides them the most value – here’s some good insight for healthcare marketers from noted marketoonist Tom Fishburne. You can read this quick article – Time for brands to look outside the box – and watch his interview here at cosmeticdesign.com.
While his comments were in the context of talking about cosmetic brands, I think they’re very relevant for healthcare marketers –– when it comes to marketing and advertising, brands need to abandon the pre-existing rules that their categories have, and focus on engaging with the consumer and their needs.
Translated, this means that healthcare marketing must focus less on competing (traditionally on features, technology, awards, etc.) and more on creating value – engaging with the consumer in ways that are important to them and that demonstrate how you’re making a difference in their lives.
What’s your point-of-view?