By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    physical health
    5 Ways Playing Games Can Improve Neural and Physical Health
    September 9, 2022
    Reasons For Hair Loss and Its Treatment
    Reasons For Hair Loss and Its Treatment
    February 16, 2022
    healthcare organization
    5 Actionable Strategies For Healthcare Organizations
    August 15, 2022
    Latest News
    7 Most Common Healthcare Accreditation Programs: Which Should You Use?
    August 20, 2025
    Hospital Pest Control and the Fight Against Superbugs
    August 20, 2025
    Hygiene Beyond The Clinic: Attention To Overlooked Non-Clinical Spaces
    August 13, 2025
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    4 Reasons Chris Cornell’s Death Raises Medical Ethics Questions
    December 19, 2018
    What If You Could Sell Your Vote?
    August 24, 2017
    The Sleepy American
    September 12, 2017
    Latest News
    How Social Security Disability Shapes Access to Care and Everyday Health
    August 22, 2025
    How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
    August 22, 2025
    How One Fall Can Lead to a Long Road of Medical Complications
    August 22, 2025
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Why Medical Marketers Should Use Patient Education as a Strategic Advantage
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Policy & Law > Medical Education > Why Medical Marketers Should Use Patient Education as a Strategic Advantage
Medical EducationWellness

Why Medical Marketers Should Use Patient Education as a Strategic Advantage

Jonathan Catley
Jonathan Catley
Share
5 Min Read
apple.jpg
SHARE

The age of the passive patient is gone — as such, medical marketers must ensure their messaging isn’t just advertorial, but also informative and relevant. Today, patients are more “active” than ever before — while the knowledge-gathering stage in the traditional path to treatment was limited to consultation with friends and family, patients are now taking an increasingly active role in educating themselves and making their own decisions about their treatment options. The internet has played a major role in this shift, giving patients access to limitless educational resources that once were accessible only by direct consultation with a medical expert. As the internet continues to empower consumers to take more control over their health, marketers must recognize this shift and adjust their approaches accordingly — leveraging patient education and engagement as a key component to any comprehensive strategy.

Contents
  • For Optimal Patient Engagement, Go Digital
  • Develop a Comprehensive Strategy

For Optimal Patient Engagement, Go Digital

Medical marketers have traditionally relied on T.V. and print advertising to reach the greatest number of potential patients, and have been slower than their peers in other industries to adopt digital marketing strategies. However, according to Modern Marketing, Chris Bevolo, a vice president at healthcare marketing firm ReviveHealth, argues that traditional big-budget billboard and television campaigns are not the most efficient methods of outreach: “’It’s awfully expensive to blanket a community with those kinds of messages when very few people are in a position to benefit [because they aren’t currently in the market for care]. With social media and digital marketing, you no longer have to rely on those blunt instruments.” This more personalized approach hinges upon a more nuanced understanding of the patient and his or her decision-making journey, according to Michael Brzozowski, EVP and Managing Director of Patient Engagement for McCann Health North America; “Only when we understand the emotions behind a patient’s decision-making can engaging and effective communications be developed.” This kind of targeting has been proven effective: recent research suggests that 75% of consumers want highly personalized ad experiences, and this approach typically generates 10x as many clicks as more general campaigns. Digital strategies allow for a greater degree of personalization than traditional mediums, ensuring that your marketing dollars achieve the greatest possible impact. However, Bevolo emphasizes that education should be marketers’ first priority: “Critics say that healthcare providers are giving consumers fuzzy, feel-good messaging that targets their hearts more than their heads, when what the public increasingly needs is reliable cost and quality information.”

Develop a Comprehensive Strategy

With patients increasingly taking to the internet to research their healthcare options, your marketing efforts should focus on providing the information they seek in the most engaging and accessible way possible — rather than bombarding them with a branded message unrelated to their specific needs. “A critical factor to successful patient engagement is the ability to develop patient education materials that are not only understandable, but are also appealing, relevant, and easy to act on,” according to Brzozowski. Your marketing campaign should target patients the moment they begin actively searching for treatment options, driving them towards informative, relevant content by utilizing a variety of innovative digital methods. This includes crafting well-designed ads and informative landing pages to boost your Google Quality Score; targeted pay-per-click (PPC) and click-to-call (CTC) ad campaigns across all major search engines and social media sites; website optimization for increased clarity and navigability; and producing original video content that establishes your medical practice as an accessible and authoritative source for trusted healthcare information and treatment. Not only do these methods take a personalized approach to patient engagement and education and help build trust in your brand — they also increase your click-throughs and conversions while lowering costs, ensuring that your marketing budget always goes the extra mile.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

travel nurse in north carolina
Balancing Speed and Scope: Choosing the Nursing Degree That Fits Your Goals
Nursing
September 1, 2025
intimacy
How to Keep Intimacy Comfortable as You Age
Relationship and Lifestyle Senior Care
September 1, 2025
engineer fitting prosthetic arm
How Social Security Disability Shapes Access to Care and Everyday Health
Health care
August 20, 2025
a woman explaining the document
How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
Public Health
August 20, 2025

You Might also Like

FDA’s Agenda for 2016: Biggest Issues on Agency’s Calendar for the New Year

January 13, 2016
myths of calories
Home HealthWellness

Calorie Myths

August 10, 2013

What is “Arts and Health?”

November 20, 2015

Engaging Patients In Care Planning – What Providers Say And How They Say It Matters

June 5, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?