Navigating Marketing Challenges in the Highly Regulated Healthcare Industry
In the digital age, patient data has become a valuable asset for healthcare marketers. However, navigating the ever-evolving landscape of compliance can feel like a regulation rollercoaster. HIPAA requirements and the recent Office for Civil Rights (OCR) Bulletin surrounding patient data security may lead marketers to abandon modern digital marketing strategies altogether.
However, by adopting ethical data collection and marketing practices, providers can nurture trust, safeguard patient privacy, and build effective marketing campaigns. Here are five tips to help you navigate HIPAA data compliance and the OCR bulletin while also driving personalized, targeted, and meaningful revenue.
1. Work with partners who understand — and are in compliance with — the regulatory landscape
Amidst uncertainty, some marketers may make the mistake of purchasing marketing software or partnering with an external vendor that is not compliant, leading to violations.
The best way to minimize your risk of a HIPAA breach and subsequent loss of patient trust is to work with a partner that is well-versed in HIPAA compliance. An external partner should be able to ensure:
- Clear communication to patients regarding how their data will be collected, stored, and used
- Clear communication of your organization’s privacy policies
- Explicit consent from patients before collecting any personally identifiable information, and a thorough explanation of the purpose and potential benefits of data collection
- All collected data is protected from unauthorized access, disclosure, and use, and only used for the purposes for which it was collected
- A SOCs+ HiTrust/HIPAA ecosystem and proven record of compliance
2. Keep the focus on patient experience
While understanding and adhering to the regulatory landscape is crucial for healthcare marketing, it’s only one piece of the puzzle. It’s also important to create meaningful connections with patients.
Today’s consumers expect personalized experiences that cater to their unique needs. By adopting a patient-centric approach, you can not only improve patient satisfaction, but also create more effective marketing campaigns. Focus on:
- Understanding your patients’ pain points, preferences, and motivations. Surveys and focus groups are great ways to collect this information
- Tailoring your marketing efforts to address your patients’ concerns
- Providing culturally-relevant patient communications. Creative translation is just as important as linguistic translation
- Utilizing data-driven insights to segment your audience and then creating customized messaging to resonate with each segment
3. Consider an optichannel approach to overcome social and digital dilution
With mounting regulations surrounding data tracking, social and digital channels may seem diluted, or less likely to yield ROI than in previous times. In fact, RRD’s recent Optichannel Opportunity Report showed that many marketers are reallocating budgets from digital to more traditional channels — like direct mail, brochures, signage, and other print channels — due to recent large-scale changes to social and digital platforms.
The majority of marketers surveyed also agreed that an optichannel path — a multichannel approach that communicates through the optimal channels for your specific audience — leads to higher engagement. Working with a partner skilled in A/B testing, predictive models, and other marketing analytics, you can uncover the most effective ways to reach your audience — ensuring your message truly resonates.
Are there key marketing emails, social ads, or digital communications that could be printed and delivered through direct mail, or made available within your clinic? Creating optichannel touchpoints where your consumers are most likely to engage increases the likelihood that they will.
4. Optimize web presence for increased engagement
Just before the pandemic, The Telegraph reported that an estimated 7% percent of Google's daily searches were health-related. That translates to one billion health-related Google searches every day. Given these figures, healthcare marketers should focus on optimizing search engine optimization (SEO), and ensure that campaigns appear on pages that your target audience is visiting. Create a robust online presence through:
- Increased budget allocation toward building a user-friendly website and SEO
- Engaging content that both educates and informs patients above and beyond clinic capabilities — think blog posts pertinent to your particular specialty, or a weekly wellness newsletter
Digital technology will continue to revolutionize the healthcare landscape. Building a robust online presence to help tell your brand story will in turn help your brand build relationships, share relevant content, and showcase the human side of your organization.
5. Embrace the value of storytelling
From traditional providers to emerging industry disruptors, today’s prospective patient has more options for care than ever before. Faced with increased competition, it’s imperative that you tell your story and define your value to the community you serve.
Crafting compelling content that directly addresses your patients’ pain points and offers valuable information helps build a strong relationship. Communications highlighting the expertise of your care team, showcasing past successes, and emphasizing your practice's unique selling points can establish a powerful emotional connection with your intended audience.
Work with a creative partner to develop an omnichannel communications strategy to share content at scale, including:
- General information about the treatments and services you provide
- Relevant healthcare news, which can help drive new patients
- New certifications, new service lines, and awards your care team has earned
Successfully navigating the highly-regulated healthcare marketing landscape requires a thorough understanding of the regulations at play, a patient-centric approach, and the ability to adapt.
If you’re looking to establish brand awareness and consistency while remaining in line with compliance and regulation, consider working with a partner with expertise in the complexities of a highly regulated industry.
Please note: This article is not intended to provide legal advice and should not be relied upon for such purposes. Organizations subject to HIPAA limitations should always consult with their legal teams to assess the risks associated with any of the tools or tactics mentioned here.
Beth Jackson is RRD’s RVP of Sales and Growth with a specialized focus in the Provider and Population Health sector. To learn more about RRD’s healthcare provider solutions and expertise, visit: rrd.com/industries/healthcare/provider-solutions