Greg Caesar, Senior Director of Business Development at Medfluence, said that healthcare marketing is evolving rapidly, becoming increasingly competitive and cost-intensive, and that practices offer a “comprehensive patient experience” will acquire more patients in 2024.
“With healthcare marketing growing more competitive and costs increasing at an alarming rate, winning in 2024 will require a well-curated campaign that is regularly managed and platform-agnostic,” Caesar told Patient Daily. “Patient experience matters more than ever in patient acquisition, and practices that focus on the comprehensive patient experience are better positioned to win the patient acquisition game in 2024.”
Caesar has observed fragmentation within the healthcare marketing sector since the year began and underscored the necessity of streamlining the patient journey, from initial appointment scheduling to post-visit follow-ups.
“The healthcare industry has never been more dependent than now on a comprehensive, curated strategy. This will ensure the patient engagement journey is constructed in a way that ensures the practice is positioned properly on critical platforms to maximize the return on your marketing spend,” Caesar said.
In today's digital age, Caesar highlighted the effectiveness of "word of mouth" marketing on social media. According to an article from the Annals of Allergy, Asthma, and Immunology, social media has a significant influence on patients seeking answers to their health queries online, but much of the information that “influencers” or other individuals post can be inaccurate. It is important for healthcare providers to address this misinformation, from patient reviews of a practice overall to specific health concerns being addressed.
Caesar also identified a burgeoning trend of influencers claiming to be expert advertisers on social media and promising doctors a large number of appointments within a short timeframe. He pointed out that “quality over quantity” is “more productive” when it comes to a strategic marketing approach.
Recognizing the unique challenges of marketing in the healthcare sphere, Caesar stressed the importance of partnering with professional agencies with extensive healthcare experience because “healthcare and marketing healthcare are unique and require a different perspective.” He also emphasized the need to tailor campaigns to meet patients where they are, leveraging platforms like Google and Meta while remaining agile to adapt to shifting audience interests.
According to his LinkedIn profile, Greg Caesar graduated with a BA in marketing management from The University of Memphis and received his Masters of Business Administration from The University of South Alabama. He has over 20 years of experience in domestic and international medical sales, marketing, and practice development. Caesar has been working with Medfluence, a healthcare marketing firm specializing in connecting patients to physicians, for nearly two years.
