Why is marketing telehealth as a convenient healthcare option important?

Summary:

Today’s empowered healthcare consumer demands a high level of convenience. Positioning your telehealth services as a convenient option is critical to your marketing success. Here are the top ways to get in front of your target audience with an immediately appealing message.

Today’s empowered healthcare consumer demands a high level of convenience. Positioning your telehealth services as a convenient option is critical to your marketing success. Here are the top ways to get in front of your target audience with an immediately appealing message.

In today’s digital age, consumers have come to expect hyper-convenience and low cost, even in healthcare. That’s why telehealth services are well-positioned to capture a large share of the healthcare market. Estimated to generate $16.8 billion in annual revenue by 2020, telemedicine provides greater access and convenience that patients have not been able to achieve before through traditional medical care. As such, leveraging marketing messages that incorporate the theme of convenience are key in driving higher rates of adoption.

Here are the key marketing angles you should explore to attract new patients to your telehealth services program.

   1. Illustrate the ease of use. 

Unlike having to commute to a doctor’s office and wait to be seen, patients can see a reputable physician where it is convenient for them. With many mobile apps, a patient can be connected with a healthcare provider in a few minutes, get the medical advice they need, and never have to travel anywhere to get their medical questions answered. This also makes telehealth a go-to option for families or busy working professionals.

   2. Highlight the around the clock access. 

Whereas doctor’s offices and urgent care facilities may close, telehealth options offer “after hours” medical care to meet a patient’s needs whenever they arise. In this way, not only do patients have greater access to manage their health, but this can enhance the patient-provider relationship by giving them a reliable source for medical advice.

   3. Showcase the cost savings. 

Not only is telehealth more convenient, but it requires less disruptions in work schedules, reduced costs in commuting, and generally results in a net cost savings of $19-$121 per visit. 

With the clear benefits for patients outlined, the challenge for telehealth providers will be in how to market their services to increase patient adoption rates. To do this will take a concerted and intentional marketing approach that combines market research, highly targeted marketing strategies, and a focus on marketing analytics.

Know your target audience.

You should have a well-defined market before you begin crafting your marketing campaigns. Convenience may look very different depending on who your target audience is. For example, more time to spend with their family may be an overarching marketing theme that can be well-positioned for an audience with kids. Whereas, using marketing language around less time needed to take off of work or lower medical costs could be better suited for single working professionals. It is vital to understand your target audience and what convenience will mean for them.

Stay relevant to your audience.

With an audience in mind and well-crafted patient personas, you will be better equipped to find those specific online channels that they frequent. In this way, you can create a cross channel marketing approach that helps you generate high-quality touchpoints to compel them to try your telehealth services. Depending on the digital platforms you use, knowing the target audience’s needs and preferences will assist you in designing highly-specific marketing messages that will immediately resonate with them.

Track and evolve your convenience messaging.

In marketing, data is essential to maximize your marketing spend. It is always best practice to test marketing messages using various iterations to see which may perform better, on what platforms and to which audiences. With this quantifiable information to analyze, you can optimize your approach and hone in on what messaging and channels are the most profitable for your telehealth program.

With an expected annual growth rate of 23.4% through 2026, telehealth is one of the fastest-growing healthcare segments. The challenge for new telehealth providers will be in positioning their messaging to attract the empowered healthcare consumer who has slowly opted out of traditional medical care. By using convenience messaging, providers should be able to showcase the immediate benefits that telemedicine can offer and attract new patients seeking faster, more accessible healthcare options.

If you’re looking for help creating a segmented messaging strategy, let me know more about your project to see if there’s an opportunity for us to work together.