Expert Series:
Lunne leadership recently had discussions with clients and contacts to gauge their vision of the challenges and opportunities facing their teams.
Q: What’s top of mind right now for high-performing healthcare marketing teams?
AI is here. And like all other technological advancements, many feel nervous about the negative impacts that marketers could face—but in fact, if we embrace AI, we can make amazing things happen. Organizations that accept AI and integrate it into their marketing now will have a strategic advantage over those who wait and see.
We all recognize that the promise of fully personalized, one-to-one marketing is right on the horizon (a promise that’s been lingering for decades). But now it’s happening with smart algorithms and big data coming together to help us create relevant communications that are fully personalized.
The toughest step for brands and agencies is the quality of and access to good data to enable personalization while ensuring privacy compliance. Of course, the other priority is the ongoing generation of creative and content that interests the recipient.
Q: There’s been lots of talk about building brand affinity. What do you think?
Leaders should shift their focus to building brand utility. The affinity will follow. Marketers should focus on experience design—human-centered, logical, and practical. We must design our interactions with audiences with the intent of a natural flow (no dead ends) that creates positive experiences across all touchpoints: from digital interfaces (web, apps) to customer care (phone, chat). It all has to work together.
At the end of the day, if we have not delivered better, more simple, seamless end-to-end experiences over our competition, we’re not going to create preference for our brand.
People remember (and talk about) bad experiences—so they have to be good.
Q: What about messaging? What matters most?
In an industry that can be confusing, focus on absolute clarity of your value propositions—making your case in plain language to minimize confusion. Create an omnichannel experience—which basically means showing up the same way throughout the customer journey no matter the pathway.
And, since healthcare brands operate in and communicate with a variety of audiences—health providers, employers, brokers, and consumers—our messaging must be right and consistent every time.
Learn more
As we partner with leading brands in finance, health, and other industries, we remain committed to staying connected to learning what facilitates growth.
Stay tuned for more insights in our industry expert series—interviews with leaders in their fields. In the meantime, discover how Lunne develops impactful creative to engage your audiences with your brand. Let’s schedule a time to discuss your needs.