The digital healthcare consumer is on the rise and that is a new challenge for hospitals and healthcare institutions. The healthcare consumer googles his symptoms and possible diagnoses and enters into discussions with the healthcare provider more often and better informed. For example, 1 in 20 Google searches relate to health and a health app is downloaded billions of times every year from the many app stores [1]. Not only via the well-known app stores of Apple and Android, but also via the app store of the Dutch GGDs or via the Dutch Digital Health Center.
New technologies can also make care and support better, cheaper and more customer-oriented. Every day we read about new initiatives in the field of digital care, e-health and personalized healthcare . By combining all that data, smart big data algorithms and the internet, behavior and diseases can be predicted increasingly better. Care and prevention can therefore be offered tailor-made, and before the customer needs it. Then, while exercising, you suddenly get a message saying: “Stop running for a moment, you have a high risk of a heart attack, contact your doctor”. This is also called quantified self . In which people increasingly integrate technology into their lives, with the aim of collecting health information about themselves and learning from it.
Integrated marketing
With all these developments we see that the philippines mobile number list boundary between analogue and digital and online and offline is blurring. People do not think in channels, media and touchpoints , they just want to be helped quickly, easily and well. We are in a transitional phase with omnichannel shopping, hybrid care, digital education and integrated marketing. Terms that make it clear that the different worlds are increasingly merging. It will not be long before we only talk about shopping, care, education and marketing.
4V model: find, seduce, conquer, connect
The 4V model can be a useful tool for developing a marketing strategy (see the figure below). The 4V model allows you to make a practical translation of ambitions and marketing goals into target groups, subgoals and the necessary online and offline marketing activities.
Healthcare organisation Pluryn, active in youth care, care for the disabled and mental health care, uses the 4V model as a framework for mapping out its marketing strategy. Further on in this article you can read more about their approach. The 4V model consists of four phases: find, seduce, conquer and connect.