How to Construct a Healthcare Marketing Plan

Healthcare is always a hot topic - in the political, financial, personal worlds and more. Because there will always be a demand for it, more and more entrepreneurs are getting into various aspects of the health care sector - insurance being at the very top. You yourself might be working on a new marketing strategy. If this sounds familiar, you're not the only one. Still, you need to keep some things in mind. What do you need to consider when developing your own marketing plan? Read on to find out.

Consider the Changes

If you've been following politics at all for the last year or so, you know that changes in the healthcare system are slated to slowly roll out over the course of the next several years. Therefore, it's important to consider these changes and the ways they will affect your customers. Even if the effects are marginal, you need to communicate that. The Affordable Healthcare Act is on everyone's mind.


Many people have to purchase their own health insurance, as it's not provided through their jobs. You need to remember that these customers NEED insurance - if not now, then they will soon - as it will be illegal not to have coverage. Many entrepreneurs take situations like this as a license to screw over their customers. Resist the temptation though - if you are taking advantage of those in need, you'll develop a heartless reputation. Even if you are offering rock-bottom prices, people will find someone else who can match your prices and at least looks like they care about their clients.

Your Audience

When you are marketing anything, you must consider the individuals to whom you are marketing. This is especially true when it comes to healthcare. A lot of people who have to buy their own policies are struggling financially. Even if it's the case, it's not the best idea to market your options as an exclusive system full of pricey packages. Instead, focus on words and phrases such as "healthcare for your financial needs" - always keep the focus on the customer - both in practice and in your marketing.

Businesses and Individuals

Both individuals and businesses will likely be interested in purchasing your healthcare plans and coverage, and it's likely best to have two separate marketing campaigns. This is because combining them might significantly reduce the number of customers you bring in. Individuals are not going to be interested in an ad that speaks only to businesses and vice versa. Again, they want to feel as though the focus is on them. Yes, evincing breadth is a good thing - but you can't sacrifice depth. Healthcare, although it really is necessary, is such a controversial topic right now. Hopefully, by offering affordable services to both businesses and individuals, you will be able to make a difference in the world. Many assume that the insurance sector is all about profit - but it's up to people like you to change that notion. Lives are at stake, so take that responsibility seriously. Be compassionate, patient and cognizant of the little guy! Jacquilyn Ferrera writes about business and her career in healthcare. Her recent work can be found at
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