Understanding Today’s Market: Healthcare
Episode 51 | Nov. 11, 2022
Episode 51 | Nov. 11, 2022
Gaia and Andreah are joined by Trevor Hadick, Director, Performance Media at Merkle, to discuss how the healthcare and pharmaceuticals industry plays into current market challenges and trends.
Highlights include:
- What is the healthcare “product”?
- Who is the healthcare customer?
- Why must healthcare brands measure and connect online and offline components?
- Where do healthcare and nonprofit brands overlap?
- How does HIPPA affect healthcare marketers?
Resources:
- Cancer Treatment Center of America Used Addressable TV to Deliver Critical Messaging to Patients
- Performance Media Report, Q4 2022
- Healthcare Marketing Takeaways from DTC National
- Meeting the Insurance Needs of Audiences Impacted by Inflation
- Ignite Your ABX
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Episode Details
Hosts
Manager, Customer Strategy
SEO Associate Director
Guest
Performance Media Director
Episode Notes
Guest Trevor Hadick shares how marketing for healthcare differs from other verticals. How does handling HIPPA, patients, and providers change marketing strategy?
Takeaways:
- The marketing funnel looks different in healthcare compared to other verticals.
- With privacy regulations, retargeting is not an option.
- Because of online and in-person experiences, healthcare marketers don’t have access to customers’ end-to-end digital footprint.
- Most patients want healthcare professionals to understand their life and cultural background.
- Don’t be intimidated – even if you haven’t worked within the healthcare vertical before, your experience is valuable.
Episode Video
