Value-based healthcare begets value-based healthcare marketing

From the perspective of both providers and consumers, I think it’s fair to say that healthcare marketing is moving in the same “outcomes-based” direction as value-based healthcare. So we’re all on the same page:

value-based healthcare is based on a delivery model in which providers  including hospitals and physicians, are paid based on patient health outcomes — rewarded for helping patients improve their health, reduce the incidence and effects of chronic disease, and live healthier lives in an evidence-based way.

Outcomes based value-based healthcare begets “value-based healthcare marketing.”

Value-Based Healthcare Marketing

We’re defining value-based healthcare marketing as marketing that is also predicated on outcomes — proactively moving customers, brands and businesses upward to a new destination. It’s marketing that…

  • Lives beyond the confines of a traditional campaign intended to get attention
  • Delivers value that patients can use and moves them upward to a better place in their lives
  • Strengthens the connection between customers and brands
  • Ultimately creates the customers who enhance brand value and drive business

Borrowing on the idea of value-based care, value-based healthcare marketing isn’t predicated on the amount of healthcare advertising delivered. Rather, it’s based on the ability of healthcare marketing to deliver outcomes and move people forward (with healthcare digital marketing, healthcare social media marketing and healthcare content marketing playing important roles).

Building Blocks of Value-Based Healthcare Marketing

Not Advertising. To start, one-way attention grabbing advertising is not the basis for value-based healthcare marketing. A persuasive sales message might stop someone momentarily, compel them to take an action and maybe get them to share a piece of communication with a friend, but it doesn’t have what it takes to grow and sustain customers.

Value-Based Brands. It stands to reason that value-based healthcare marketing is created on a foundation of a value-based brand. A brand which is fueled by customer-generated emotion, given the contributions it sets out to make and the actions it takes. Brands which, through the real value they create (beyond traditional communications and media), create customers who add value back to the brand which in turn helps drive business forward.

Moving Customers Beyond Competitors. Value-based brands, through their value-based healthcare marketing, move customers to a better place in their lives. A place beyond the reach of competitors. Thereby uniting customers and brands and increasing an organization’s competitive advantage.

Partners Growing Together. An important component of value-based healthcare marketing is opening up the brand to participation. Tapping into the actions of customers who by way of your brand are trying to better their lives. Who then become allies and co-creators on a shared journey. The outcome of which is both customers and brands growing stronger together.


Value-based healthcare marketing is predicated on customer growth and development (e.g. outcomes). The “outcome” of which creates the customers who drive your brand and business forward. If this sounds like something that could be of value to your organization, please reach out to our healthcare marketing agency.




Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.