Intent Marketing: Health Care Strategy in the New Age of Patient Discovery

Search today has little to do with branding and push marketing – it’s all about patient intent. Although health systems push out brand messaging, patients aren’t finding information related to brand. They are searching for doctors, conditions, specialties, insurance and convenience. This search happens across today’s digital ecosystem of maps, apps, search engines, voice assistants and intelligent services.

As a result of new patient search behavior, the role of a health care marketer is rapidly changing. How do you shift from push marketing to intent marketing? How can you capture intent across today’s digital ecosystem?

Speakers

• Carrie Liken, Head of Industry, Healthcare, Yext
• Sarah Bouldin, Manager, Digital Access & Engagement, LifePoint Health