How to Reveal Where Demand Gets Lost: Build Campaigns Backward from Care

Healthcare marketers often capture demand at the moment something in a person’s life creates a need for care. Building campaigns backward from the desired care outcome gives marketers better information to improve both campaign performance and growth.

// By Christine Blanchette and Lisa Bevere //

Marketers spend their careers learning how to create demand. We build awareness, cultivate interest, nurture consideration, and give people reasons to choose. Much of modern marketing technology exists to make that process more precise.

Healthcare gives us a different problem because life creates much of our demand for us. People begin looking for care when pain becomes difficult to ignore, a screening produces an unexpected result, a physician recommends a specialist, or a caregiver becomes concerned about a symptom. Marketing’s job is to recognize the moment when that existing need turns into action and make it easy for the person to reach care.

That moment should shape how we build patient acquisition campaigns. We need a clear path from the first expression of intent through nurture, scheduling, and ultimately care. The most useful way to design that journey is to start at the end and work backward.

Read on to learn how reverse engineering the patient journey can shed light on where patients and prospective patients drop out, and what you can do to increase their chances of successfully finding care.

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