Tag: digital marketing for healthcare

Considering the tech savviness of today's senior population, it's no surprise that digital marketing took center stage during the 2023 Annual Election Period (AEP). We recently sat down with Media Logic's Angela Chiuchiolo, Director of Digital Strategy, and Josh Martin, Healthcare Group Director, to dive deeper into digital Medicare marketing: what's trending, what's challenging and what teams should start anticipating now.

One trend that we pay close attention to is the continued growth in popularity of dual-eligible special needs plans (D-SNPs) for both for payers and dual eligible beneficiaries. As payers continue to be interested in managing the care of the growing dual-eligible population, we wanted to look at how these plans marketed their benefits to prospects over the past calendar year.

As is with most people scanning scores of emails in their inboxes, the ones that stand out to me are the ones that speak to me, personally. Recently, an email from CVS caught my eye and undoubtedly won engagement with others like myself because the email is personally targeted, built on trust and educational. The approach and simplicity offer a lesson for payers and population health management regarding chronic condition management communications. Sometimes, all people need to be nudged to better health is simple, relatable communication.

What do you get when you cross a world-renowned health system with a technology-focused health insurance startup? The Cleveland Clinic-Oscar experience – a co-branded individual health insurance plan for consumers in Northeast Ohio.

In an effort to better serve our readers, we constantly review which articles are attracting the most attention. Of the dozens of topics of we covered in 2017, a few key trends emerged in healthcare marketing.

During the last year, Media Logic has had the opportunity to guide our healthcare clients – both health insurers and hospital systems – through a wide range of marketing challenges, and help them turn those challenges into opportunities to build stronger brands, generate leads, build loyalty and aid retention.

During the open enrollment planning phase, healthcare marketers should take a step back to look at web assets and analyze performance based on objectives. Now is the right time to evaluate prior campaign metrics, reassess paid search terms and test the web experience from the consumers’ POV.

Mobile use creates a sense of urgency, and accelerated mobile pages (AMP) can help brands respond accordingly.These pages frequently appear in the “top stories” carousel section that sits at the top of mobile search results, as identified by a lightning bolt icon and the letters “AMP.”

While patients and doctors work on their relationships with healthcare data, insurers are working out some of their own issues with technology. Whether through online cost and price transparency tools, new mobile apps or other digital health initiatives, payers are figuring out how to use technology to improve products and customer service for the same very compelling reason: it’s what consumers have come to expect.

In what may be a wake-up call for the healthcare industry, it seems that today’s seniors are not only more tech-savvy than previously assumed -- they’re actually looking to use technology and digital tools to actively manage their healthcare.