Before the Search: Digital Strategies that Reach Women Earlier in Their Health Journey
A digital marketing expert urges health care marketers to stop focusing solely on conversions and to start building trust before fear and confusion shape patients’ decisions.
// By Susan Dubuque //
Marketers spend enormous energy trying to capture intent. Search rankings. Appointment conversions. Mobile-friendly landing pages. Paid media performance.
But some of the most important moments in women’s health happen long before a consumer fills out a form or clicks “schedule now.” They happen in quiet moments at home, when women may wonder, “Is this normal?”
Matt King, solutions consultant, population intelligence, Definitive Healthcare
That question became the focus of a recent Strategic Health Care Marketing member roundtable, Inside Award-Winning Women’s Health Campaigns: Strategies That Deliver Results.
During this session, Matt King, solutions consultant, population intelligence at Definitive Healthcare, presented “From Campaign Performance to Care Performance,” challenging health care marketers to rethink how and when they connect with women.
Continue reading to discover how health care organizations can use digital content, health literacy, and earlier engagement to strengthen women’s health marketing.