Is your health system and hospital marketing strategy hitting the mark?
It’s more than a trend or a movement. Rather, it’s a total lifestyle shift that impacts the ability of your health system and hospital marketing to connect with take-charge consumers who are vital to your future. Consumers who, on top of taking control of their health, can also now access Walmart, CVS and Walgreens as healthcare providers, as well as health insurance organizations who are operating medical practices, retail services and a range of wellness services.
Active Health and Wellness Explorers
At Trajectory, we refer to these consumers as the Active Health & Wellness Explorers. And we’re trying to know more about them and how they interact with brands than any other agency in the country. While their make-up spans demographic boundaries, they’re bound together by a state of mind and a take charge “self-care” approach to living life that’s becoming mainstream.
For these active explorers, health is more than periodic preventative care, prescriptions and pills. Rather, it’s about everyday habits that help to create better states of health. For these explorers, health and wellness isn’t something they do. Rather, it’s who they are.
Paul Keckley, who writes about healthcare research and policy analysis and is the author of The Keckley Report, says that consumers are taking advantage of three trends driving the maturation of what he similarly refers to as the healthiness sector:
- Clinical Legitimacy: as the science of healthiness is advancing clinicians and researchers to explore how diet schemes, exercise regimens, emotional health and other factors impact healthiness.
- Investor Support: as the U.S. market for healthiness is growing at 6.4% per year – higher than overall health spending of 5.7% per year forecast through 2027 by the CBO.
- Encouraging Federal Policies: as the federal government is asserting’s its support for policies that advance healthiness as a foil to runaway costs from chronic diseases.
You can read more here in his blog post — Time To Take Our Health Seriously?.
Taking Charge With Self-Care
If your health system or hospital isn’t taking into account active health and wellness explorers and trying to engage them through your healthcare marketing campaigns, you’re not talking to your largest, fastest growing, most influential and educated customer population.
Active health and wellness explorers are practicing wellness through multiple pathways. For millennials and Gen X, their lifestyle habits include a combination of physical activity, bolstering spiritual and mental health and smarter/cleaner eating. And for boomers, it’s about making smarter choices about health, wellness and nutrition that will help them to live longer and fill those years with infinite potential. Common across demographic segments is that self-care has become a part of their identities.
Implications For Your Health System or Hospital Brand
Health system and hospital brands have an important opportunity to step up and establish rapport and build trust with active health and wellness explorers, as they represent a substantial revenue opportunity for such brands. Here are three suggestions for connecting with these consumers.
Active health and wellness explorers will choose your health system or hospital services for the take charge life they want to live. Which means the ability to connect with them through your healthcare marketing requires finding ways to reflect their values (thru the prism of physical, emotional and mental health) so that they can see themselves in your brand.
Partner For Health
By keeping abreast of the strategies consumers are using to stay fit and healthy – across all demographics – health systems, hospitals and medical practices can do much more than simply help active health and wellness explorers to meet their goals. Think more broadly about how to become partners with them at every step of their journey.
Creating Loyalists…And Ambassadors
Once you have someone passionate about your brand, you increase your chances of having a brand ambassador for life. Someone who is more than willing to spread the word (more believable than doing it yourself) on your behalf.
Millions of people are looking for better ways to live their lives. To feel better, look better or live longer. And who better to help them than your health system or hospital brand — dedicated solely to helping people be their healthiest selves.
As specialists in healthcare and wellness, Trajectory knows these active health and wellness explorers and can help you to more meaningfully engage them across every step of their health journey. Reach out for a conversation.