Breaking Through, Engaging, and Driving Results in Healthcare Marketing

by Mia von Sadovsky, SVP / Group Strategic Planning Director

An RPA White Paper

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Over the last few years people have spent more time thinking and talking about healthcare — affordability, access, equity, technological innovation, pandemic-responses, etc. — than at any other time in its modern history. On one hand, search & social media, new medical advances and evolving managed care approaches have transformed how healthcare is marketed as well as experienced. On the other hand, certain core insights into how people consider and relate to healthcare and healthcare marketing still hold true.

At RPA, we have spent the last 20 years supporting healthcare marketers, elevating the nationally recognized Cedars-Sinai brand through the pandemic, launching Cedars-Sinai Guerin Children’s — the brand’s re-entry into the highly competitive pediatric market in Los Angeles — and helping to position and launch The View Hospital | In Affiliation Cedars-Sinai in Qatar. We’ve done award-winning work for the Pediatric Brain Tumor Foundation, the End Kids Cancer Foundation and UNICEF vaccine efforts, as well as activations in partnership with Honda and the Children’s Hospital of Orange County. To quote our Farmers’ Insurance spokesperson, Prof. Burke: “We know a thing or two, because we’ve seen a thing or two.”

Armed with these experiences and successes, RPA can nimbly and confidently partner to help your healthcare brand succeed in this ever-changing marketplace. In this white paper, we’ll share some of our key learnings to date across a wide range of healthcare marketing topics. We’ll cover…

What is most important to patients today along their healthcare journeys?
What is most important to healthcare professionals?
What types of creative messaging are working best?
How are healthcare brands positioning themselves to differentiate and connect?
What are the best measurement and targeting solutions and how do you optimize when working with "good enough" solutions and with data privacy always in mind?
What are the most effective ways to leverage social media?
What is the best way to think about the role of search marketing?
What cultural factors are impacting healthcare marketing today and moving forward?
What is the best way to partner with an agency for mutual success?

With the influx of for-profit healthcare brands, the COVID-driven rise in the mistrust of science, the growth of telehealth, ever-evolving regulation, pushes for greater data privacy, continued pressure on affordability and profitability, and calls for greater healthcare equity, the healthcare marketplace is evolving at a breakneck pace. RPA’s experience can fast-track the success of your marketing efforts. Read on as we share some of what we’ve learned.

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