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News & Views

B2B vs B2C Marketing In Healthcare

There’s no question that healthcare marketing has changed in 2020 and may never be the same. Hospital and healthcare facility patient interactions and healthcare businesses operations have been forced to evolve during the pandemic, which has posed challenges within the healthcare

industry. But those objectives and obstacles have

looked very different for business-to-business (B2B)

marketers vs. business-to-consumer (B2C).

So when it comes to healthcare marketing, what are the similarities between B2B and B2C marketing, what are the differences, and what does it mean in today’s climate? Here are some of the parallels and differences and how HealthLink Dimensions plays a role in making B2B healthcare marketing easier through technology and managed data solutions:

Patient data vs. healthcare provider data

The main difference between B2B and B2C healthcare marketing is that B2B marketers work with healthcare organizations, and B2C interactions deal with consumers and patients. But 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 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 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. The main benefit of solutions like MobileZen℠ from HealthLink Dimensions is that it can be used for patient, employee, or recruiting in a customizable user interface platform for purposes such as enhancing a patient’s post-discharge experience or providing communication to patients and employees about COVID-19 and protocols.

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. During the pandemic, B2C healthcare marketers have been producing empathetic healthcare marketing campaigns using language and themes that focus on comfort, reassurance, and understanding. 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. During what’s been dubbed as healthcare’s “Amazon moment,” our goal is to make healthcare easier for hospitals, pharma brands, and healthcare businesses working on the front lines of the crisis. To learn more about how our email database, email deployment, mobile, 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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