When the FTC started cracking down on digital health companies last year, many of Freshpaint’s customers, which include health systems, hospitals and health care marketers, were at a loss about how to continue marketing.
Health care organizations need to embrace fluidity and experimentation if they want to market to the diverse US population they rely on to survive.
In 2021, Mariza Hardin cofounded Zócalo Health, a virtual health care startup that serves Latinx patients in California and Texas. The “culturally aligned” health care company aims to connect with a community that’s historically been hard to reach, due to barriers such as language, culture and accessibility.
Health care marketers are often in the business of reminding consumers of their diagnoses and getting them to change their behaviors for their own good. Andy Semons explains how IPNY works with neuroscientists to design persuasive, relatable and empathetic health care communication materials for different communities.
Health data and race are sensitive topics on their own. Put them together, and it’s easy to see why people struggle to thoughtfully tailor their marketing efforts to different audiences. Still, many health care marketers are opting in to race-based targeting to stay relevant and reach underserved populations.
The health care system is evolving due to the Affordable Care Act (ACA), which is why MDC Partners introduced a dedicated agency catering to the vertical: Antidote 360. “Health care is moving from a medicinal mindset to a lifestyle mindset,” said Antidote 360 co-founder Jennifer Deutsch, who is also the EVP and general manager of MDC agency […]
