The healthcare sector is experiencing dynamic growth, driven not only by rapid technological developments and innovations but also by changes in consumer behavior, which increasingly emphasizes preventive care, a healthy lifestyle, and wellness. This creates increased pressure on companies to not only respond to these trends but also to maintain credibility and transparency. In this competitive environment, success is conditioned by precise and thoughtful marketing that takes into account both strict regulatory requirements and the need for education and empathetic communication with customers.
1. Strict regulations and compliance
One of the main specifics of marketing for the Health segment is the strict regulatory requirements. Every campaign must comply with legal regulations, which limits creative freedom but also offers room for innovation. It is important to balance creative ideas and compliance with rules, which we have successfully demonstrated in campaigns for our client Cara Plasma, whom we have been helping to grow for over 1.5 years and several other brands.
2. Education and building trust over sales
Healthcare companies must emphasize educating customers and patients. We believe that successful healthcare marketing should not only focus on sales but also on building trust through quality content. In our campaigns for Cara Plasma, for example, we emphasized educating plasma donors and building credibility, which led to better awareness and subsequently increased donor loyalty.
💡 Tip from WeBetter
Create educational videos for social media and write articles for blogs that explain how a healthcare product or service contributes to better health, or explain the composition of the product and highlight what benefits it has for the body.
You will, of course, build trust the most by having as many people as possible use your product or service and talk about it “out loud,” i.e., WOM (word of mouth).
But how can we achieve this when we don’t have customers? Distribute products among people for reviews or filmed videos of the testing process. Engage people who have at least 1000+ followers on social media to create simple content on social networks and share it with their followers, who are not as accustomed to advertising content as usual influencers..
Share all these outputs on your social networks or have them directly on your website.
3. Sensitive and empathetic tone of communication
Communication in healthcare requires a special tone – empathetic, sensitive, and understandable. It is important to work with emotions and create campaigns that not only attract attention but also sensitively respond to the needs of clients and patients. Thanks to these qualities, we have managed to gain strong trust from clients in the Health segment.
💡 Tip from WeBetter
UGC videos are a tool that currently works extremely well, and many people outside the marketing bubble cannot distinguish them from classic advertising videos.
4. Fighting Disinformation
The internet is full of information about health, but unfortunately not everything you read there is true. Patients/customers can easily encounter misleading advice that can lead to poor treatment decisions.
It is therefore essential that healthcare providers or manufacturers actively combat these inaccuracies and provide verified information. Once again, for example, using simple reels videos or carousel posts.
5. Utilizing Data for Accurate Targeting
Data plays an increasingly important role in marketing, and this holds true in healthcare as well. While we are only at 5. place, we should rather start with it. What should interest you?
💡 Tip from WeBetter: What is good to find out?
Identify the target audience
We will find out what the concerns and issues of potential customers are
Why they are hesitant to use our product or service and prefer another
What their motivations are
Price sensitivity regarding products/services
Personalize Content – Use data to create personalized marketing messages. Personas from target groups are usually in a different age category. Each of them has different concerns and issues, different senses of design and communication. It’s good, for example, for a younger target group to have an equally aged person in the visual instead of the other way around.
A/B Test – Test various campaign and creative variants to see which version resonates best with your target audience and invest the most money in those that perform the best.
Utilize Seasonal and Behavioral Trends – For example, during flu seasons target customers with prevention and immunity boosting. In spring, allergies, etc.
Marketing in healthcare is not just about following rules, but about finding a balance between creative ideas and a professional approach. With the WeBetter team, you can be sure that your campaigns will be not only original, but also effective, accurate, and compliant with all regulations.
Thanks to our successes with clients such as Merck, Cara Plasma, Alterna Medica, Alpen Pharma and others, we are able to apply our know-how to clients with different business models in healthcare and deliver measurable results across various segments.
