Last week, my business partner asked me "Isn't Healthcare marketing difficult?". Recognizing that I have helped Healthcare companies market all sorts of products for over 15 years, it doesn't strike me as difficult. But, stepping back and understanding the nuisances, yes I totally get his point.
Why is it difficult?
Healthcare companies have many products and plans. If you are a consumer, you usually think about the coverage you receive through work or directly for yourself and/or your family. But there are also plans for those who are retired (Medicare), low income or permanently disabled (Medicaid). Each plan has different premiums, different co-pays, different benefits and sometimes they can vary by each county within the state. Because all of these are insurance based products, it is tightly managed and monitored by the Federal Government. And that is just the consumer side, the commercial side is just as diverse and complex, given their distribution model (direct vs brokers/agents).
Given the regulatory nature of Healthcare, it probably should come as no surprise to then understand the process of getting any marketing program approved. I used to marvel that we would start marketing for Medicare Open Enrollment in April for an October release simply to allow sufficient time for internal and external agencies to review the material (45 day approval process by Center for Medicare and Medicaid Services - CMS). Any time we start talking about plans or test results, we can count on three layers of internal review and approval: Compliance, Legal and Medical -- and that is exclusive of Marketing/Sales.
Understanding the role that each internal review plays and what their "hot buttons" are will determine timelines and success. It takes time and attention to detail to get to know the style and focus of the various departments, which can be difficult as most of the reviewers do not want to be known. Reading through the mark-ups and comments can get you acclimated on what to expect and provide great reference points for future campaigns.
Attention to detail
The following have enabled myself and Connection Model be so successful in Healthcare sector:
- General understanding of the various regulatory bodies: There are several key areas of understanding of which every marketer who wants to get into Healthcare should be aware. Center for Medicare and Medicaid Services (CMS) is critical for Medicare, HIPAA for what patient information can be provided, The McCarron-Ferguson Act controls a lot of the consumer Healthcare regulations.
- Planning and patience: Surprisingly, this is probably the strongest attribute to success. We usually get a marketing calendar and quickly identify specific key events or timeframes and then start working backward. If we know that internal review is typically 3 weeks, then we work that into the calendar and keep a running dialogue during team meetings to keep everyone apprised of any hiccups or speed bumps.
- Awareness and communication: Because Healthcare is so regulated, we try to differentiate our clients with a complete campaign. This means customized landing page systems, thank you pages, social media posts, email support, customer service FAQ sheets, full on-page/off-page optimization (including mobile), and any supporting digital assets such as images and video. Almost everything I’ve listed requires internal and possibly external review, which must be accounted for. It sounds simple, but I can't tell you how many times we have heard a Healthcare company proclaim they can't get internal support to execute these initiatives. That is why we are here.
There is one final component, which is to not take things personally. Understand that the Legal/Compliance/Medical review staff has a job to do, and that is to protect their company. They are people as well, and as employees they want the company to grow and be successful, but they were hired to minimize risk and exposure. Appreciate the fact that things are not going to be quick and nimble, that there is a process and protocol to follow and accept it.
If you have the discipline to be patient, understanding and ultimately maintaining a servant’s heart, your agency can be successful in the Healthcare sector as well.
Written By: Doug Milnor
