So much has changed, so fast, this past year. Not just in the way business is conducted but in the daily, personal, lives of consumers. In order to survive, many organizations have been driven to an incredible reimagination of how to do business and create impactful marketing campaigns. The healthcare industry is no exception. In fact, the healthcare industry has had to adapt to new systems and technologies faster than ever before. Introducing telemedicine, communicating safety protocols, and encouraging the community to stay on top of their health needs – are just some of the most pressing messages that need to be shared with the general public in a quick and efficient manner.
“WOW MKTG jumped to the challenge this pandemic presented for all of our clients,” said Jose Dans, president and founder of WOW MKTG. “We’re extremely grateful to have been able to protect the health of our WOW team and partners and still uphold the quality of work we strive for as pioneers in our industry.”
From one of South Florida’s only academic health systems to a statewide medicare advantage plan, the agency has worked closely with each of its clients to reframe messaging and media placement to work within the constraints of the pandemic. At the core of everything that was reimagined were research and keen observation of industry and competitor trends.
With the nucleus of people’s lives shifting from the office (or place of business) to their home, the agency created opportunities to impress. For the past eight months, and for the foreseeable future, the consumer will be spending most of their time at home. Digital is the biggest opportunity of creating a movement and impressing our consumers. Unique tactics like OTT (over-the-top) advertising was and will continue to be, at the top of recommendations. Emarketer defines OTT as a video that’s delivered over the internet independently of a traditional pay-TV service, irrespective of device. In addition, OTT allows for creative messaging tailored to the platform and includes targeting consumers through streaming services, like Hulu.
The agency placed a special emphasis on social media platforms, for example using Facebook has become a staple in targeting 65+ audiences. The 65+ audience is also becoming the fastest-growing segment of users, according to research from the platform. Since this population is also high-risk, research indicates that they were spending significant time at home and on their mobile devices.
During these times, it’s imperative for marketers to go beyond brand awareness. Every targeted impression with the consumer must be rooted in an accountable call-to-action. Whether the goal is to increase a health system’s appointment volume or increase enrollment in a new Medicare plan, the messaging on every platform must be correlated to an action.
To date, WOW MKTG’s campaigns have been highly successful and continue to yield big gains for partners. As the industry continues to evolve, WOW MKTG’s solution-driven innovation keeps them as a leader in this sector.