How Healthcare Marketers Can Attract More Patients

Today’s healthcare marketers face tough competition in attracting and keeping patients. Outpatient services are rapidly expanding, new players are entering the market, and mergers and acquisitions are constantly reshaping the landscape, making it harder for providers to differentiate themselves.

With an abundance of choices, patients now expect a higher quality experience from their providers. And what’s leading the charge in healthcare decision-making? A strong online presence with compelling visual content. 63% of consumers would choose one provider over another based on a stronger online presence with compelling visuals.

The Need for Speed in Healthcare Marketing

As online visual content takes center stage, healthcare marketing teams are under pressure to create more patient-focused content—and do it faster than ever.

• 91% of healthcare marketers told us that the ability to find assets quickly is important for their work
• 97% of healthcare marketers told us the ability to share assets quickly is more important than previous years

To find and share content quickly, you need to be organized. However, many healthcare marketers don’t have the right tools to find and share content quickly, streamline their workflows, and provide different levels of access to stakeholders. 

Why Healthcare Marketers Need a DAM

Find Content Faster and Easier 

According to Gartner, 47% of digital workers struggle to find what they need to perform their jobs. Digital asset management (DAM) platforms put all of the content your team uses in one place, so it’s easier to access.

Collaborate Better with Your Team 

Healthcare marketing often requires input from various departments, including legal, medical, marketing, and creative teams. DAM systems foster a collaborative environment by centralizing digital assets in a single, accessible repository.

Protect Sensitive Patient Data

A data breach in the US healthcare industry costs 84% more on average globally than any other industry; $7.13m on average. DAM systems provide robust security features that ensure digital assets are stored, shared, and managed in compliance with healthcare regulations like HIPAA.

How Successful Healthcare Marketers Use DAM

Penn Medicine

Michelle Hinshaw, Director of Creative Services at Penn Medicine explains why a digital asset management system is key to her team’s visual storytelling strategy and her team’s workflow:

“We are a large health system of almost 50,000 employees with facilities in Southern Pennsylvania and New Jersey. Because of that (and the fact that these facilities are not on the same servers) we needed an easier way to share basic photos. 

Having a web-based platform is ideal since it crosses facilities and also provides a portal where people can access during off hours and grab photos for presentations and projects.”

Hartford HealthCare

As digital asset librarian at HHC, Chris Rakoczy is responsible for capturing a high volume of images to showcase the hospital’s vital work providing accessible and affordable healthcare across the state.

“Through PhotoShelter, we’ve been able to empower everybody in the organization to get what they need when they need it — and also discover things they didn’t know they needed. They can pull something down within a couple of minutes, versus probably hours or days.”

Baptist Health

Creative Services Manager, Cynthia Klusmeyer at Baptist Health, helps ensure employees always have access to the most up-to-date, on-brand assets. 

“We have a tremendous amount of assets, and they’re always being shuffled between so many different hands. With the old server, people would just start digging, and then they would either get frustrated and couldn’t find what they needed, or they would start using old assets. PhotoShelter has made it easier to keep what we want to be used at the forefront. The search feature is life-changing.”

University of Maryland Medical System

Mike Ruddock, Senior Director of Creative Content at UMMS, and Chris Lewkovich, Production Manager, oversee the organization’s digital assets.

Chris Lewkovich explains,“It is paramount to have some sort of place to put all this content. Not having a solution wasn’t an option. If we need to deliver several projects a week, we can’t waste time trying to compress files to fit into an email or hoping our emails won’t bounce back due to the large file size.”

Optimize Your Healthcare Content Strategy 

Try our Healthcare Content Check-Up to evaluate your content’s effectiveness. Uncover key insights and practical steps to boost patient engagement and strengthen your brand’s authenticity.