Jack Health Blog
October 23rd, 2024 By Jack Health
As Halloween approaches, 2025 planning is in full swing, and budget deadlines are looming. But it doesn’t have to be scary. To help you stay ahead of the curve, we’ve asked four of our forward-thinking leaders to share one key insight that your healthcare brand should start considering now for next year’s strategy. From emerging trends to innovative approaches, these expert tips will ensure your brand is prepared to thrive in the ever-evolving healthcare landscape.
- The impact era is here, and healthcare brands should invest in a meaningful sponsorship strategy to drive growth and enhance reputation. – Nigel Downer, SVP Head of Jack Health
Welcome to a new era of healthcare marketing—the impact era. As patients, HCPs, and employees increasingly want to know what your brand stands for, leading healthcare companies are leveraging their corporate brand to communicate real-life impact and purpose.
More healthcare brands are exploring how sponsorships can bridge the gap. An effective sponsorship strategy provides brands with a unique opportunity to expand the reach and resonance of their stories internally and externally by aligning with media and properties that share and amplify their values while highlighting their impact on patients, communities, and employees.
- Culturally competent care must drive your healthcare marketing strategies. – Bonnie Smith, SVP, Head of Vivi
There’s a marketing curve that many marketers have yet to realize. Understanding the impact of racism, culture, and ableism on health, and tailoring go-to-market strategies for communities of color—the global majority—is fundamental to delivering culturally competent care that helps improve health outcomes and increase brand affinity.
A more valuable approach involves deep knowledge of medical conditions and practices that disproportionately impact these communities. By prioritizing inclusivity from the beginning, rather than as an afterthought, healthcare brands can build genuine, lasting connections with both internal (employees and partners) and external (patients, physicians, health systems) stakeholders.
- Treat events like campaigns to make your launch and sales meetings part of an unforgettable and impactful experience. – Chris Bachler, Business Development
Meeting experiences have long been used to set the tone for a new product launch or a new sales year. Forward-thinking brands are thinking of meetings not as a singular moment in time, but as part of a campaign. With this mindset, you can start to think differently about the theme and each moment of engagement along the attendee journey. What do you want that audience to learn, emotionally connect with, and do at the meeting, after, and even leading up to it?
The theme and message don’t begin or end with the meeting. It’s a stamp of excitement and expectation so that the conversation, actions, and engagement continue all year.
- Encourage AI Experimentation. – Josh Hoekwater, SVP, Client ExperienceUnlike the metaverse, Generative AI isn’t going anywhere. Some of our biggest healthcare clients are eager to embrace AI; many have mixed emotions how it may impact their day-to-day work; many worry they’re already behind the eight ball. As Ethan Mollick notes, individual workers are key to AI adoption. So, we counsel our clients that the most crucial step is the first one: get started.
Inspired by our “AI Fest,” we’ve created a client workshop offering historical context, candid insights on AI in marketing, and real-world examples of AI enhancing, not replacing creativity. Remember, none of us are AI experts, and today’s GenAI is the worst it will ever be. With humility and an experimental mindset, we can all progress in the AI journey together.
It’s clear that a little prep now can make all the difference. These tips from our team are meant to give you a head start, helping your healthcare brand stay ahead of the game and ready for whatever next year throws your way. So, take a moment to think it over and start putting these ideas into action—2025 will be here before you know it!