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5 Reasons the Field of Healthcare Needs Marketing Professionals


The healthcare field is growing, and with it, the need for talented marketing communications professionals — especially for marketers who have advanced knowledge of the particular needs within the healthcare industry.

In this article, we’ll explore a few top reasons why the field of healthcare needs marketing communications professionals more than ever before. And perhaps, if you’re considering a degree in Integrated Marketing Communications from West Virginia University’s Reed College of Media, why the niche field of Healthcare Communication could be the right fit for you

1. Healthcare is unlike any other field, and it needs marketers with specialized skills.

Healthcare is a dynamic field, and with so many complexities, there's a real need for trained professionals who have studied marketing communications from a healthcare perspective. What might work for other fields (related to marketing practices), cannot be assumed to work in healthcare — especially when it comes to implementing integrated marketing communications campaigns in unified, consistent ways.

Marketers who understand the needs of the healthcare communications field will be equipped to take on a variety of marketing roles that focus on the field of healthcare. These roles include corporate outreach officer, director of strategic communications and healthcare communications manager.

Note: The IMC Healthcare Communication AOE provides a unique ability to specialize in this field without losing focus of tried-and-true marketing theory. This “T-shaped marketing” approach will make you indispensable in the field of healthcare marketing.


2. Technology is changing the face of healthcare.

In today’s tech-saturated world, the field of healthcare needs marketing professionals who can effectively navigate the interplay between many different outlets, including social media, direct advertising and virtual and augmented reality.

Taking into account how many people interface with technology, having professionals who are adept in cause marketing and who can bring their depth of experience to any healthcare-related marketing firm or agency, will be hugely important for how the healthcare field — and how technology within healthcare — advances.

3. Marketers working in healthcare are helping to save lives.

Lives depend on healthcare marketing professionals, literally. Understanding the real impact of healthcare campaigns, evaluating how healthcare behaviors change, and designing new campaigns based on results, drives home the point that each integrated marketing campaign created with a health-focused end game in mind, can directly impact many lives — for the better.

"As a marketing manager at an academic medical center, studying IMC from a healthcare perspective connected more to what I do daily. I appreciated having a course that explored healthcare communication, behavior change models and theories of learning and persuasion, and offered me a chance to apply what I have learned about IMC campaign development to this specific area.”

—Jane Clinton, IMC Alum

Having this awareness attracts candidates to this particular area of emphasis: those who care about the ethical and long term implications and effects of their daily work.


The Healthcare Communication specialization within the IMC program has an elective course entirely on Healthcare Marketing

, which allows students to explore the unique needs of this niche field.

4. Healthcare is a growing and "recession-proof" field.

The growth of the healthcare industry is not only real; it’s also “recession-proof.” As many have been speculating recently: Will the economy have a correction? Will marketing professionals be needed in the same way as before? With healthcare, the industry has only experienced consistent growth, and it will continue to stay that way, as boomers age, and as our society’s need for healthcare grows.

By advancing your knowledge in the field of healthcare marketing, you’ll position yourself to advance professionally within an industry that’s always growing.

Note: If you’re currently a marketing professional reading this, or you’re a student/professional considering a career focus in communications and marketing, consider joining the 41 percent of IMC graduates who reported having a 25+ percent increase in salary after completing the program. As a marketing professional in the healthcare world, you’ll know that your work is directly impacting, saving, and helping the lives of millions of people.

5. Healthcare’s complexities require a special focus from its marketing professionals.

Possibly the most essential reason that healthcare needs marketing professionals is this: It’s a complex field that must be communicated effectively to the general population. There is an element of public interest in healthcare that doesn’t exist in the same way as other fields. When people are choosing a healthcare service or product, they are usually overwhelmed and might be in crisis mode. Many people have no idea which programs are best suited to their health needs or those of their loved ones. This disconnect can be addressed with the use of data-focused marketing campaigns implemented by marketers who understand the complexities of healthcare marketing.

Talented marketing communications professionals who can drive effective strategies, PR programs and convey with clarity, will be in a unique position to impact the lives of others within a growing, complex and hugely important field.

You can use your passion for marketing to impact positive change in the field of healthcare:

The Healthcare Communication Area of Emphasis is designed to prepare Integrated Marketing Communications graduate students for careers focusing on implementing a comprehensive integrated marketing communications strategy within the healthcare industry.

So, if you want to pursue a mission-driven career within the field of marketing communications, we encourage you to contact us today!

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