From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients

Examines why healthcare marketers need to shift from large-scale marketing efforts to more focused, data-driven marketing.

This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more

The way health system marketers engage with their audiences is changing

As healthcare marketers begin to slowly turn their focus from COVID-19 response and vaccination back to growth, we shoulder increasing market pressures from new competitors such as CVS, Walmart, and Amazon with substitute offerings, as well as an ever-more-difficult battle for audience attention. Traditionally, big-brand, broad-reach campaigns have taken a lead role in health system marketing strategies, and they often dominate American airwaves. The...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands