Health and Wellness

Addressing Unspoken Fear in Healthcare Marketing

Headshot of Michael Crawford
By Michael Crawford

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There’s a lot of fear in healthcare marketing. I’m referring to unspoken fears that lurk in the minds of consumers, blocking their ability to absorb your content. Marketers who don’t address these nagging worries in the conversion funnel risk turning off prospects who are otherwise excellent candidates for that service line.

Fear is a funny thing. A little of it keeps you alert and causes you to be more careful. Too much fear and you cognitively shut down.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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