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Susan Savoie


Redefining Success: A Strategic Approach to Healthcare Marketing in Today's Landscape

Marketing in the healthcare arena has consistently become more challenging and complex.


In the ever-evolving landscape of healthcare marketing, paths to success are being redefined by the intricate dance among stakeholders, government, and the empowered patient. Decision-making has morphed into a multi-faceted challenge, where stakeholders wield influence amidst the backdrop of constantly expanding regulations. Armed with information and advocacy tools, patients actively shape their healthcare journeys.

Each potential customer in this intricate web has a vital role in determining a patient's path and ultimate outcome. Smart marketers must balance a relevant and tailored message to address the needs of various stakeholders and in addition to patients, and provide a consistent, trusted brand story overall. 

Trust in healthcare brands is more important than ever, requiring personal, transparent, empathetic, and credible communication. This task is not easy and requires a disciplined and strategic approach to understanding customers and their not-so-obvious relationship with healthcare.

Success starts with the patient and a deep dive into understanding their medical challenges as well as their emotional obstacles. Too often the emotional component of patient outreach is overlooked as marketers sometimes get overcome by their enthusiasm for a very important medical outcome that their organization can provide only to forget that there are typically big hurdles to gain a patient's commitment and trust. 

Next, it's important to understand the role of the various stakeholders in the decision process and how the product or service might benefit them. Fortunately in today’s environment, many of these stakeholders have shifted to a customer first focus as well.

In the end, we aim for a well constructed strategy that has a relevant benefit for all stakeholders, taking into account both emotional and functional requirements, with a common thread that weaves it together into a clear, compelling and unique brand position expressed in a fresh way that breaks through the noise in the healthcare market.

I have learned over the years that this patient/customer first  approach not only yields success in the marketplace but can ultimately help people live better and healthier lives which is extremely rewarding on both a professional and personal level.

Asking “How,” Not “What,” Has Become the Driving Force Behind Today’s Most Successful Businesses

by Allen Adamson

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