Point of care (POC) marketing has developed rapidly in the last few years. Once upon a time, the method of message was posters and leaflets, but exam room tablets, interactive touchscreens, sponsored ads, waiting room digital TV and so on, are all increasingly popular channels through which marketers can reach patients at this important point in their journey.
The healthcare technology market is maturing, with more people than ever interested in taking control of their health. However, it’s clear that there are numerous challenges when it comes to raising consumer awareness of health, especially as the market is primarily B2B rather than B2C. This is why when it comes to building relationships with patients and consumers (let’s call them patient-consumers), it’s vital to use effective marketing techniques. After all, patient-consumers have many valid concerns about privacy, regulation and data security so you will need to gain their trust if you want to build your brand.
Health technology startups are full of talented people who are pros at finding innovative solutions to problems facing the industry. However, as previously discussed, the healthcare market is extremely complicated, with many stakeholders to consider.
For startups used to attracting consumers using algorithms and attractive user interface design, the predominantly B2B world of healthcare can be hard for entrepreneurs to get their heads around.