How Healthcare Providers can Attract Medicare Consumers
In a few weeks, health insurance enrollment begins, including Medicare enrollment. As a provider, you’re likely eager to attract these patients, but don’t know the best approach. This is entirely understandable considering providers are healthcare experts and not necessarily up to speed on marketing best practices, but even the best marketers may not be so savvy when it comes to healthcare consumer marketing.
These ideas are just some of the tried and true methods marketers use, but we’ll talk about how providers can apply them to healthcare to build their market share.
Organic social media may not be as effective as it was in the beginning, but writing it off entirely isn’t a good idea. Healthcare consumers want to see providers have an active presence on these platforms.
Most providers will want to be on Facebook at least, but it’s important to get a good read on your audience to know which platforms work best. If you want to target Medicare patients on social media, it’s especially important to have Facebook and YouTube since the audience skews older. Content on these platforms should include health insights, industry news and behind-the-scenes content of events and staff achievements.
The goal is to have less, but higher quality content so that it keeps your audience engaged and eager to share it with family and friends. This helps build your market share overall and not just for Medicare patients.
It's imperative that you put some spending behind your marketing efforts in the digital age. It also makes business sense because you can specifically target certain audiences and spend your money more effectively than print advertising.
For instance, you can target people interested in Medicare on Facebook or people who are searching for information about Medicare on Google. You can even use your own email lists to target people on these platforms and others. Providers can choose to run as many campaigns as they want and adjust to a budget that fits their needs.
Regardless of whether the world opens back up or not, community partnerships are a great way to connect with Medicare consumers. Look to partner with senior centers, country clubs, libraries, gyms (YMCA, JCC) and senior living and assisted living communities for events where your doctors and physicians can discuss relevant topics like Medicare enrollment, flu shots and diagnostic testing for certain diseases.
You can also partner with health non-profits like the Crohn’s & Colitis Foundation, the Alzheimer’s Association, the National Kidney Foundation, the American Cancer Society and the American Heart Association to bring awareness to certain illnesses and diseases.
PatientBond Insights Accelerator™
At PatientBond, we know that it’s a constant struggle to innately understand what your patients want, which is why we utilize a consumer science-based approach with the work we do by using psychographic segmentation. Psychographics look at the attitudes and values of consumers to understand their innate motivations versus sleeping them under one brush stroke through demographics or other segment models.
In healthcare, PatientBond pulls these insights through a patient classifier and healthcare consumer research to determine what patients are looking for in their healthcare providers. Those insights are then used by providers to hyper-target their current and prospective patients, including Medicare consumers so that they want to use them to manage their health and improve health outcomes.
The PatientBond Insights Accelerator™ is an online dashboard to access an extensive set of unique market research insights on healthcare consumers, including their motivators, decision influencers and communication preferences. It also allows you to heatmap any geography in the United States according to psychographics, age, health coverage (e.g., Medicare), gender and income, down to the block level. It is an indispensable tool to help providers market to healthcare consumers, including the Medicare population.
Not every Medicare patient has the same motivations, so it only makes sense to specifically target these patients using an approach that creates more engaged patients. Let us help you get to a good place with your Medicare marketing efforts by contacting us about the PatientBond Insights Accelerator™ today.