Marketing methods for Community and Healthcare services need to be updated now to meet online challenges - especially COVID-related upheaval. Consumers are increasingly engaged in online research on ailments, symptoms, medication and healthcare providers. This thirst for accurate and credible information is an opportunity for providers to engage in broader conversations with patients and consumers about the community and healthcare choices. The question is, what is the most effective way to do so?
Deeper connections with patients
Community and Healthcare service providers understand the value of face-to-face discussions. However, many fail to understand the role and importance of digital communications in educating those who utilize their services. Healthcare marketers tend to be more reserved than other marketers, due to Industry regulations, too many stakeholders and savvy consumers. More likely, their reserved approach to marketing is driven by a lack of confidence in their ability to manage their messages and reputation. The fact that this is challenging is exactly why engagement is essential.
The role of visual content in communication
Patients and consumers of Community and Healthcare services tend to skim online information, looking for cues that lead them to the answer they desire. More than 50% of your target audience will read your content for less than 15 seconds, which is why using visual content is an essential ingredient in gaining the viewers' attention.
The power of visual communication
It takes 13 milliseconds to recognize an image. That's literally a blink of an eye. Visual content is easier to consume and offers the opportunity to connect with a viewers' experience or needs instantly. Visual content is much more than decoration. It determines who commits to reading and understanding information that can be both important and complex. Can your target audience see themselves in an image? Do they identify with the subject matter? Does it reflect their concerns or desires? Your visual content makes emotional connections that drive more in-depth discovery and engagement.
How to build and manage your visual marketing collections
The temptation for Community and Healthcare services is to underinvest in visual assets, resulting in the same small group of images and videos being overused. Your target audience understands the importance of visual communication, and they look poorly on brands that don't, no matter what the sector. When the budget and timeline doesn't allow for the commissioning of works, stock images and video can fill the void. Other times only original, branded commissioned content will fill the need. In all cases, managing your visual asset collection is essential to maximizing the return and security of your investment.
The fundamentals of managing visual content for marketing and communication strategies.
Community and Healthcare service providers face the same challenges as all marketers when it comes to using visual content (digital assets) in the digital environment. These issues include usage rights management, compliance (both regulatory and business) and access management. Many in your sector have embraced Lookatme™ Digital Asset Management (or 'DAM') software as a solution to manage their digital assets.
Your Lookatme™ DAM software allows you to build a 'single source of truth' for all of your marketing and branding digital assets, as well as images and videos you may use for training, presentation, education or any other use. By managing your digital assets in the cloud, with one of the world's most respected and loved DAM software solutions, you can centralize all of your digital assets, reducing the risk of loss of assets developed by content providers. Your Lookatme™ DAM is also an effective risk mitigation tool, reducing human error and providing an audit trail for content use. Lookatme™ can even automatically manage updates of visual content across multiple touchpoints.