Question

What examples gives you the successful and unsuccessful healthcare marketing campaigns.

Answer 1

The healthcare organisations usually create a stellar piece of marketing content and a clever and different social media campaign in order to get their target audience in a way that makes their fans happy enough with the success of their campaign. In today’s digital landscape, users are able to self-diagnose and self-cure themselves faster than ever before, all without having to leave their homes. When executed correctly, healthcare marketing goes beyond just increasing brand awareness. It improves patient compliance, adds value to patient-doctor relationships and betters health outcomes.

There have been many examples which are worthy of mentioning in the success of healthcare marketing. Few of them are:

• Carilion Clinic's #YESMAMM Campaign:

  Several years ago, in order to raise awareness about breast cancer and the need for early detection, Carilion Clinic of Virginia's Roanoke Valley started the "Yes, Mamm" campaign.

  This campaign used the #YESMAMM hashtag to answer common breast cancer questions in a Twitterchat. It also drove traffic to the Carilion Clinic website to encourage women to make an appointment at one of its screening locations. The #YESMAMM campaign is a perfect example of the power of hashtags to start a movement.

• Philip's Better ME, Better World Campaign: We love a campaign that seeks to make a difference in the world. In 2017, Philips launched its Better Me, Better World initiative that allows customers special benefits while giving them the opportunity to support global healthcare causes through the Philips Foundation. With an overarching goal of supporting 3 billion people per year until 2015, Philips offers support on a wide range of causes from caring for at risk mothers and children to helping children with cleft palates.

• United Healthcare's "We Dare You" Campaign :

The multi-award winning "We Dare You" campaign from UnitedHealthcare stands out as the gold standard for what can happen when healthcare organizations engage with their following.

With monthly "dares," quizzes, and prizes on its website, United Healthcare encouraged followers to make one small healthy change per month and document it on social media. This interactive campaign not only led to healthier habits, but it also fostered an interactive online community of brand loyalists.

On the other hand, the secret to getting it right in medical marketing and advertising is essentially two-fold. Regardless of size, multi-location health system, hospital, doctor group practice, or individual provider—the challenges involve many, constantly moving business considerations. And in the end, it is not easy to get it right and produce measurable marketing results. So with the aforementioned successful marketing campaigns, we have a couple of unsuccessful marketing campaigns too. Few of them are:

• Hospital Advertisements:  Hospital advertising fails when general advertising is deployed, and not use direct response advertising. Too often, decision makers fail to appreciate the difference between these advertising approaches. It is a mistake that also occurs in medical marketing, doctor and physician marketing and advertising, and with both private practitioners and institutions.
• The ones not creative enough to grab the attention of the public and make an impact in their lives towards the changing medical facilities.