When it comes to healthcare decisions, patients are not the only ones calling the shots. Shared decision-making is a process where multiple parties work together to make decisions on testing, treatments, and care plans, among other things. This relationship between the patient and their provider is the backbone of modern healthcare, but we often overlook influential and extremely common stakeholders that medical brands sometimes miss: the patient’s family.
Research shows that family members greatly influence daily health factors such as habits and stress levels, along with crucial health decisions such as pursuing treatment or seeking medical attention. This article explores the implications of this familial perspective on shared decision-making and how understanding these nuances can benefit healthcare marketing professionals.
The Importance of Branding for Familial Decision-Making
Stereotypical healthcare marketing often focuses on the most common depiction of a healthcare setting—an individual adult patient with a specific medical problem and their physician. This approach often overemphasizes the role of the physician and neglects the involvement of other family members in what could be a complex and highly emotional situation.
In some cases, caregivers of mental health, critically ill, adolescent, or elderly patients may be involved as primary decision-makers, rather than the patient themselves. A separate fact is that women are statistically more likely to be involved in choices involving healthcare than men, indicating decision-making gender disparity. With ageism and sexism a continued issue in advertising, companies need to think outside the box when a shared decision-making model is applied to these atypical populations.
By tailoring branding to multiple audiences, beyond just the patient and provider, healthcare marketers can connect and resonate with other caregivers in a family unit to further differentiate their brand from that of competitors.
Case Study: A Diagnostic Test for Autism
In the case of a diagnostic test designed for autistic children, marketing the product directly to parents might seem logical. However, striking a balance between the needs of the family as a whole—including each child, the parents, and any other caregivers—creates a more impactful and meaningful brand. Firstly, it was important to carefully understand the situation of a family who would be interested in this product.
For one, the parents are the key decision-makers responsible for paying for the test and trusting in the results. Older siblings could be considered as well if they had potentially experienced a more difficult autism assessment which could have been improved with a test such as this one. Lastly, the pediatrician would be the least involved, solely responsible for ordering the test.
The Optimal Branding Approach
In the case of this autism test, there was no reason to target young children incapable of making decisions for themselves. Instead, the messaging and creative developed were directed towards the parents, always keeping the child in mind as the patient. Using headlines that resonate with parents, while maintaining a look and feel that reflects the interests of the child helped create a more effective branding approach. Additionally, certain headlines including phrases such as “answers are on the way” had a dual meaning alluding to both the product in development but also applicability for expecting parents.
Considering the genetic component of autism, inclusive language was especially important to use. This is because children with an elevated autism risk are more likely to have neurodivergent parents. By treating the family as more than an afterthought, understanding context, and building a brand based on the factors that affect their decisions, companies can optimize their marketing strategies.
Conclusion
Healthcare marketing professionals must be cognizant of the familial aspect in shared decision-making to truly understand and reach their target audience. This point is emphasized by a recent academic article suggesting that when it comes to patient care, family or caregiver “involvement should always be considered during shared decision-making.”
By crafting messages and creative that emphasize the roles of family members and caregivers, rather than isolating them, brands can reach their audiences more effectively. Enabling inclusivity and developing a brand that resonates with all stakeholders ensures that healthcare marketers can create a more meaningful and differentiated marketing strategy.
