Messaging to Cost-Conscious Consumers

Health care messaging is challenging even in the best of times. Reaching out to the cost-conscious consumer isn't made easier with talk of rising health care costs and the reform of the Affordable Care Act filling the airways. Your messaging to this audience has to be crystal clear. Target your copy to focus on the three themes that start with the letter E:

  • EMPOWERMENT. Remind readers that they control their health care decisions and that preventative medicine is the most effective way to control costs.
  • EXPERIENCE. People make decisions with their heart, then their head. Use stories to make emotional connections and drive your value and quality message.
  • EMPATHY. Admit that times can be tough. Recognize the cost burden and explain that you have tools to estimate costs and dedicated staff to help find solutions. 

Want to learn more? The team at Amino had Ipso poll 1,006 adults on how Americans cope with rising health care costs. Click the infographic to read the full article. 

 H/T Amino

H/T Amino