Digital strategy in healthcare marketing

This article is part of a series of articles on digital strategy in healthcare marketing. Read more.

At a glance

Unlike marketers in many categories, healthcare marketers have to deal with two types of data: marketing data and medical data – the first focusing on brand preferences and the second dealing with medical conditions. This article provides guidelines on how to better conceptualize and integrate this data, while still ensuring it is not misused.

Why it matters

Combining these two types of data is critical to the two biggest goals of data use concerning healthcare brands: to drive adoption and build relationships with stakeholders, and to improve health outcomes that lead to better diagnoses, treatments and management of health. This better, more sophisticated usage of data not only helps brands and institutions connect more effectively with health consumers, it also gives these consumers more information that they can bring to their relationships with their doctors and other healthcare professionals.


  • There is a core shared value regarding both marketing and medical data – and that is to establish trust in the way the data will be used.
  • Building this trust relies on four themes surrounding data and health consumers: transparency, control, privacy, and data integrity.
  • Consumer access to health information has led them to be empowered, but also uninformed. Healthcare brands can play a crucial role here, emphasizing how they can play a meaningful role in the lives of their consumers.
  • If a brand is going to earn its way into a person’s life, it needs to offer some kind of value exchange. Despite privacy concerns, people are increasingly happy to share their data, as long as they understand the benefits of doing so.

Where to start