What Healthcare Marketers can Learn from Domino’s Pizza

Domino’s Pizza used this live ticker as part of their 2008 campaign that tackled negative user feedback. This transparency campaign was launched at a time when the public’s perception of fast food was at an all-time low. Domino’s took to television and social media to announce a complete overhaul of their pizza’s recipe, as well as improvements made to delivery time. Domino’s  Pizza’s marketing hinged on the public feeling that they were reachable and receptive to criticism.  Domino’s use of transparency proved lucrative, with sales rising 14 percent in 2010.

 

Domino's Pizza Marketing Campaign

Domino’s Pizza used ad space in Times Square as part of their marketing campaign.

 

So can transparency be married into a healthcare marketer’s vocabulary? The idea of transparency and healthcare may seem incompatible, but they already have some help.  There is a framework that has been built through the ACA that marketers can use to their advantage. A standardization model consisting of platinum, gold, and silver. Plans will cover minimum requirements and will be differentiated by criteria set forth by the HHS. These plans will not be set apart by their scope, but their value. This systematic accountability will allow marketers to gain the trust of their potential customers by showing that there is well-defined value in the healthcare they are seeking.

However, there are some practices marketers should be cautious of. While Dominos was able to gain customers, healthcare marketers shouldn’t market their weaknesses, but highlight their improvements. After all, healthcare is more important than pizza, and the public may take these weaknesses as incompetence. They want to also be careful that they do not depreciate healthcare’s practices as a whole; especially ones that they still plan to partake in. Completely discrediting past ways of running business could actually make the public distrust you in return.  Also, marketers do not want to oversell their campaign and promise changes that they do not intend to make.

Where exactly can healthcare marketers start in launching a transparent campaign? A good place to start is being keen on the public’s concerns, and taking time out to clarify any confusion with healthcare. According to the Kaiser Foundation, some of the top questions the public has in the midst of the ACA are:

  • Protocol involving health insurance where a state marketplace is absent
  • Eligibility based on income & employment
  •  How grandfathered plans will be dealt with

Adding transparency in a marketing campaign will allow some (if not all) of these questions to be answered. The result is not only an informed customer but an increase in trust.  Transparency not only allows for consumers to feel that they know what a business is doing, but it also allows the business to say in response that they know how a consumer is feeling. Transparent marketing is mainly conducted within food industries, but with the ACA  in effect; it may benefit healthcare marketers to take some tactics from them.