THE 8 BITTER PILLS OF PRIVATE HEALTHCARE MARKETING

In the Private Healthcare sector things are changing fast. There’s more competition than ever before, technology is setting new benchmarks and patients are more demanding, sceptical, and overwhelmed than ever before.

The time has come where you have to evolve and adapt your approach. This means building trust by being more responsive to an audience who has lost faith in the system. It means it’s time to meet patients where they’re at, which is online and in the remote consultation space. And we know you don’t want to hear this, but it also means that it’s getting harder to get noticed and be remembered in an increasingly competitive sector. 

But we’re here to help. 

We’ve got some hard truths to deliver, but we’ve also got ways you can turn these bitter pills into brilliant opportunities.

Bitter Pill No. 1

Your patients aren’t ‘shopping around’ they’re running from NHS waiting lists.

FACT: the NHS waiting list has hit 7.5 million people. Patients are frustrated, exhausted and turning elsewhere.

People don’t turn to private healthcare because they love spending money. They’re frustrated, and desperate for treatment and advice.

Don’t waste this opportunity to step up and be the healthcare provider they need right now.

Be faster. Be better. Be there.

Bitter Pill No.2

Trust is the only metric that matters and you’re losing it.

FACT: The Edelman 2024 Trust Barometer reports that patient trust in healthcare is eroding.

But you already knew this didn’t you?

Because you’ve been a patient.

You know how it feels to lose faith in the system.

Patients don’t just want healthcare, they want honesty, clarity and compassion. If you don’t make transparency and empathy a priority you’ll lose market share.

Bitter Pill No.3

Healthcare is deeply personal and earning patient loyalty takes more than a slick brand.

FACT: 30% rise in self-funded treatments since the pandemic. Patients are being forced into private healthcare.

Patients might feel forced into private healthcare, but you can ease the blow by creating seamless patient journeys, providing consistently excellent service. A loyal patient will be an advocate.

Bitter Pill No.4

Don’t talk like a doctor. Talk like a person.   

FACT: 40% of patients struggle to understand health materials. Patients are overwhelmed and confused.

Step off your pedestal, put your clipboard down, take off the white coat.

You don’t have to choose between being professional and personable. Be both. It’s not that hard and you’ll be amazed at the response.

Bitter Pill No. 5

Your website is old and confusing. You’ll get left for dust in the AI era.

FACT:  Brits consult ‘Dr. Google’ nearly 50 million times per year. Your first point of contact is now Google.

Google and Meta are becoming more user-oriented. Search behaviour is changing.

Stop putting your agenda before your patients’ needs. Tell them what they want to know, not what you think they should hear and you’ll find favour with the algorithms.

Bitter Pill No.6

People are sick of being in the dark. Waiting, helpless and uncertain.

FACT: Patient experience is your new battleground.

Think of your patients as consumers.  

Because they are.

Earn their trust, earn their loyalty and you’ll earn their wallet share.

Bitter Pill No. 7

If your operations can’t be on the cutting edge, at least your CRM can be.

FACT: AI isn’t going anywhere.

We get it. Healthcare moves slow. But your marketing doesn’t have to.

Use emerging tech to streamline services and enquiries and create highly targeted campaigns that get your services seen by those who need them most.

Bitter Pill No. 8

Without data, you’re flying blind.

FACT: Data is your secret weapon in private healthcare marketing.

Your patients are giving you valuable insights every day through their behaviours, preferences, and feedback.

Use this data to personalise their experience, drive engagement, and build trust.

When you understand your audience, you can speak directly to their needs—and they’ll listen.

Ready to face the truth and transform your private healthcare marketing?
Download the Guide Here to discover actionable strategies for building trust and engaging your patients.