2015 – just like the year or two before it – represented dramatic shifts for payers and providers navigating the healthcare marketplace. In this way, they have a lot in common with consumers: change and challenges continue to dominate the experience.
Our healthcare blog reflects the trends that most influence healthcare marketers as they try to build momentum with consumers. The top posts show what required the most attention for them in 2015. And from what we know about how 2016 is shaping up, these topics will continue to influence healthcare marketing strategies in 2016.
Take a look at what these top blog posts from 2015 teach us about healthcare marketing for 2016:
1.
Naming “Narrow Networks” – How Nomenclature, Communication Can Ease the Transition
Narrow networks aren’t going anywhere. In fact, it’s likely they’ll continue to gain popularity. In this post, we describe how health insurers can continue to offer these products without disappointing (or, according to some, outright deceiving) consumers.
The lesson for 2016:
Clarity and transparency are required in healthcare marketing. Always.
2.
Medicare Marketing Insights: What Seniors Don’t Know About Health Insurance
We’re proud of our original marketing research here at Media Logic, and one of our 2015 surveys offered insights that can inform your Medicare marketing into 2016. The data on health insurance literacy among seniors is featured in a free report: “What Seniors Don’t Know May Surprise You.”
The lesson for 2016:
“Health insurance literacy” is not simply about helping consumers understand terms and definitions. It’s really about helping them understand how to use their insurance with confidence. And there’s much work to be done.
3.
Health Insurers: Do Consumers Think Your Health Plans Are “Worth It”?
The affordability of health insurance is more than a perception problem, and it’s about far more than whether consumers like their insurance companies or plans. The very real financial struggle creates a fundamental challenge: the industry’s bottom line requires consumers to see value in – and continue to pay for – health plans.
The lesson for 2016:
Evaluate product design. Invest in tools that support consumers in the decision making process. Step up member communications and provider education. In other words, find ways to make sure your health plan product provides real value (instead of just spinning it).
4.
Anthem BCBS Promotes Telehealth as a Top Innovation
Right now, telehealth is a point of differentiation in a time of great competition in the healthcare industry. As a result, Anthem not only directly promotes its telehealth benefit via its websites, but also works to educate its members (and others) about telehealth via several other channels.
The lesson for 2016:
The era of telehealth is officially here. If your plans cover it, market it as a competitive advantage. If your plans don’t cover it, communicate to members and prospects what conveniences and personalized services you do offer. (And pay close attention when you get to lesson #10.)
5.
Oscar Update: Health Insurance Startup Embraces Wearable Fitness Technology
The big question is: will the gamble pay off? Will Oscar save money by giving money to its members as a reward for healthy activities? Will accessible (i.e., shared) data from wearables lower costs, as well?
The lesson for 2016:
Consumers are hungry for fresh ideas. Give them some of your own.
6.
Baby Boomers All Grown Up: What You Need to Know about Today’s Seniors When Marketing Medicare
As Baby Boomers are entering retirement age and beyond, we’re coming to know a different kind of senior – one who’s physically active, adventurous, self-reliant and tech-savvy. This post details what it means for your Medicare marketing.
The lesson for 2016:
Instead of making assumptions about this market segment (you know what they say about assumptions), keep your demographic data current with the goal of knowing how to engage with and relate to seniors.
7.
UnitedHealth “Doubles Down” on Retail Clinics with Purchase of MedExpress
While many insurers may feel like they only need to survive marketplace trends (like consumer focus on savings and convenience), others intend to take up the challenge of capitalizing on industry disruption. For UnitedHealth, the nation’s largest insurer, one way to create opportunity in today’s market is with retail clinics.
The lesson for 2016:
Look for opportunities to leverage consumers’ growing acceptance of retail clinics.
8.
6 Tips for Getting Strategic Value from Your Health Care Marketing Metrics
Even though everyone understands that metrics are necessary and can be instructive, it’s often difficult to know how to configure the proper tracking and reporting mechanisms. To help you set everything up – or ask the right questions as you work with a partner or healthcare marketing agency – we published tips to help you get the full strategic value from your healthcare marketing metrics.
The lesson for 2016:
In the current marketplace, a precise strategy is crucial. Proper use of metrics will help focus – and re-focus – the strategy as needed for maximum effect.
9.
Why Health Literacy Must Be a Priority for Insurers
Insurers who bolster their educational materials and make health insurance literacy a priority throughout the customer relationship are likely to see a number of benefits, including improved member health, cost savings and a better customer experience.
The lesson for 2016:
As consumers shop around, they’re seeking information about brands and products, as well as basic health insurance “how to’s.” Be the best resource you can be.
10.
Future of Health Care Isn’t Just Gadgets and Gizmos
Around the time that other products and services became more automated, accessible and responsive, health insurance got a lot more complicated. A lot more expensive. And, based on 2015 consumer data, a lot less liked. This story was so compelling to us that we produced a video to showcase areas of opportunity for those health insurers willing and able to meet consumer expectations.
The lesson for 2016:
Health care marketers must champion efforts to make their brands’ customer experience match consumer expectations.
If you’d like to investigate opportunities specific to your brand or market, drop us a line. We’d love to chat.