Healthcare marketing has undergone significant changes in recent years, with hospital and healthcare facility operations evolving to meet new challenges. These shifts have affected the healthcare industry in different ways, presenting unique objectives and obstacles for business-to-business (B2B) marketers compared to business-to-consumer (B2C) efforts.
So, when it comes to B2B vs. B2C healthcare marketing, what are the similarities and differences? What does this mean in today’s climate? Here’s how HealthLink Dimensions simplifies B2B healthcare marketing by leveraging technology and managed data solutions, highlighting key similarities and differences between these two approaches:
Patient data vs. healthcare provider data
The primary distinction between B2C and B2B healthcare marketing strategies lies in their audiences: B2B marketers target healthcare organizations, while B2C marketers engage directly with consumers and patients
However, when it comes to healthcare data, B2B and B2C marketers have very different sets of challenges in reaching their intended audiences. While patient data used in consumer marketing requires careful use and adherence due to HIPAA and privacy laws, HCP data in HealthLink Dimensions’ healthcare provider database is primarily used for B2B purposes, such as Sunshine Act compliance and HCP engagement by pharmaceutical and medical device companies. As the largest healthcare provider database certified by Alliance/BPA Worldwide, our data is also real-world validated by our in-house Provider Center Research team to provide the most accurate, up-to-date information as possible for our healthcare customers.
Use of Mobile Communication Channels in B2B Healthcare Marketing Strategies
In 2020, digital communication via mobile transformed healthcare experiences for patients and healthcare businesses, but the use case for the audiences are not quite the same. With the surge in Telehealth services and patient/physician interactions turning to mobile in B2C communication, text messages via mobile technology platforms is one way HCPs are creating a better patient experience by keeping
patients engaged with information that matters to them. On the other hand, healthcare businesses have been using mobile technology for marketing to stay engaged with their staff. HealthLink Dimensions’ solutions offer versatile benefits, supporting patient engagement, employee communication, and recruitment through a customizable user interface. These solutions are ideal for enhancing post-discharge experiences or sharing critical updates with patients and staff, such as COVID-19 protocols and health guidelines.
Healthcare consumer vs. business messaging
The message that hospitals and healthcare facilities send to patients, especially surrounding technology, is much different than one being sent to decision makers and doctors at healthcare brands and hospitals. B2C healthcare marketers are creating empathetic campaigns that focus on comfort, reassurance, and understanding, using language and themes that resonate with patient needs. But the role that B2B marketers play has taken on a more authoritative position, as B2B organizations like HealthLink Dimensions offer services that are helping pharmaceutical companies and other healthcare brands conduct business as a trusted partner during these challenging times. While messaging for B2B healthcare marketing can also benefit from empathy, we and other healthcare organizations that contribute to B2B business have taken a more assertive stance in our messaging since our solutions are making healthcare businesses on the front lines of the pandemic better.
Get in touch with HealthLink Dimensions
Healthcare has never been more critical, and HealthLink Dimensions is proud to be helping with healthcare B2B marketing during difficult times. Our goal is to simplify healthcare for hospitals, pharmaceutical brands, and healthcare organizations operating on the front lines. To learn more about how our programatic, email deployment, social, and other solutions are making a difference in healthcare or to get started with us, fill out the form or contact us!
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