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Insights @Work, Life, and Work Life
Frights, Insights, and Marketing Delights: Healthcare Marketing That’s Scary Good
If our experience as an independent agency has taught us anything, it’s that standing still in healthcare marketing is scarier than any haunted house. Between the twists of regulations, the cobwebs of red tape, and the digital chaos lurking around every corner, only the bold survive. Agencies that adapt and innovate are the ones that thrive.
This Spooky Season, we’re unmasking lessons to help you navigate the haunted halls of healthcare marketing, highlighting what it takes to win, and revealing where the real opportunities lurk.
Running lean avoids marketing monsters
Big agencies may run deep, but their org charts are about as straightforward as IKEA instructions. When it comes to healthcare marketing, agility wins. Nimble agencies (cough, SFC Group, cough) move fast, pivot on a dime, and leverage the latest trends before they become yesterday’s news. Being fast on our feet isn’t just an advantage — it’s absolutely crucial in moving the needle for clients.
Compliance doesn’t need to haunt creativity
Regulations and MLR/PRC/AMR/MRL (can’t we all just settle on a name?) reviews may be frustrating, but they’re necessary. They exist for good reasons, namely patient safety and legal responsibility. But creative doesn’t have to curl up and die to be compliant. It just needs to be smarter, sharper, and more strategic while playing well with others. Plus, PRC can be seen as having a wealth of experience you can mine, and, most of the time, it can be a collaborative partner.
Patients guide you through the fog
Even in B2B campaigns, patients are the tether that keeps everything from floating off into irrelevance. Remember, the person on the other end of your message isn’t a generic concept. It’s a human whose life may be affected by what you’re selling. When patient impact guides your strategy, the work isn’t just marketing. It’s meaningful. And meaningful work is memorable.
Digital first, but don’t get spooked by other tactics
Sure, healthcare marketing is largely living online now. Emails, social media, programmatic — you know what we’re talking about. But never underestimate the power of tangible experiences like events, printed materials, or a well-designed brochure. In a sea of screens, real-world touchpoints are memorable landmarks. And in many cases, real life is where the magic happens.
Data is powerful, but storytelling is enchanting
Conversion rates, engagement scores, and CTRs all matter, and these metrics aren’t to be ignored. But numbers alone don’t inspire action. Stories do. Patients, providers, and decision-makers remember narratives, not dry data points. If your campaign doesn’t tell a story that resonates, all the data in the world won’t save it. Combine insight with narrative, and suddenly you’re not just marketing — you’re making connections.
Speak human, not monster jargon
Plain language isn’t lazy. It’s strategic. Acronyms and medical jargon don’t make you sound smarter. They render you invisible. Patients, providers, execs — everyone craves clarity. If you can translate complex ideas into human terms without dumbing them down, you’ll make a bigger impact on everyone.
Collaboration brews success
No one wins alone. Within teams, across departments, and with clients, collaboration is critical. The best campaigns aren’t created in silos. They come to life in rooms (often virtual) full of ideas, debates, and a level of comfort that can only come from working from home. Share, co-create, and watch your work go from good to legendary.