At Confluent Health, we believe that transforming healthcare starts with reimagining every part of the system, including how we communicate with patients, providers, and communities. That’s exactly the message Meg Dietzel, our Chief Marketing Officer, shared in her recent MedCity News op-ed, “Healthcare Marketing is Missing the Mark in Three Big Ways”.
In the piece, Meg calls on healthcare leaders to evolve their approach to marketing—not as a one-time acquisition tool but as an ongoing, strategic asset that can improve patient outcomes, reduce confusion, and strengthen care pathways.
Marketing for Outcomes, Not Just Awareness
Far too often, healthcare marketing is focused solely on bringing patients in the door. But Meg challenges that narrow view. “Marketing doesn’t stop with acquisition,” she said. Instead, it should guide patients through the entire healthcare journey—from scheduling and education to treatment adherence and recovery.
In an era where patient trust and engagement are more critical than ever, this lifecycle-based approach to marketing can be a differentiator. At Confluent Health, we’ve seen how thoughtful, well-timed communication can not only retain patients but also lead to better clinical results.
Unlocking the Power of Patient Education
A key area Meg highlights is the untapped potential of using marketing channels as powerful vehicles for patient education. Generic health content isn’t enough. Patients need accessible, condition-specific information that helps them understand their diagnosis, treatment options, and the value of conservative care—especially in areas like physical therapy (PT).
As Meg notes, many patients still think of PT as a post-surgical option. But evidence shows that physical therapy can be even more impactful when it’s the first step in a care journey. Educating patients about this upfront can empower them to make smarter healthcare decisions—and that’s a responsibility marketers should embrace.
Connecting with Referring Physicians
Meg also underscores a major blind spot in many organizations: the assumption that referring physicians are fully informed about their service offerings. Confluent Health’s integrated care model and PT-first pathways are game-changers—but only if physicians know when and how to refer.
That’s why marketing must play a leading role in provider education, bridging the gap between innovation and implementation across healthcare teams. When providers are aligned, patients receive the right care at the right time—and everyone benefits.
Read the full op-ed in MedCity News: https://medcitynews.com/2025/05/healthcare-marketing-is-missing-the-mark-in-three-big-ways/