The healthcare community represents a large, lucrative group of consumers with big spending power. In the US, 1 in 3 healthcare workers earn more than $100k per year. Since the pandemic hit in early 2020, brands have increasingly recognized healthcare workers for their selfless acts of service and sacrifice. Brands that recognize this group with a personalized offer using healthcare identity verification are seeing huge success in customer acquisition and retention, as well as winning goodwill from other consumer groups who recognize how important health workers are in the community.
Who are healthcare workers?
Healthcare Professionals in 15 countries
Seek out brands with healthcare discounts
Will try a new brand when offered a healthcare discount
When surveyed, 95% of healthcare workers said they identify strongly with being a healthcare professional, more so than their family role, nationality, religion, or political affiliation. Brands who recognize this identity will make consumers feel that they are seen for who they truly are and that they understand their needs. The healthcare community describes itself as hardworking (89%), compassionate (76%), and knowledgeable (72%). By speaking to them the way they see themselves, you can tap into an emotional connection that goes beyond traditional personalization tactics.
When the healthcare community receives an exclusive discount just for them, 66% said it makes them feel valued. By recognizing healthcare workers in this way, they are driven to take action on these offers.
The best offers are ones that generate organic word-of-mouth sharing amongst colleagues; the ones that are so good, you have to tell a friend. In fact, when we asked the healthcare community where they like to learn about healthcare discounts, over half (58%) of them said their healthcare colleagues. When an offer generates this type of sharing, it even helps drive down your customer acquisition costs.
Consumers connect with brands that have similar values and align their corporate responsibilities with causes they care about. The healthcare community has been in crisis mode, and brands who show their efforts to give back will be rewarded.
Mark your Calendar! Holidays and key season trends are a great way to create peak promotion opportunities throughout the year that are unique to each group
When the pandemic hit, Rothy’s asked its customers how it could best respond.
They said Rothy’s should offer its teacher discount to nurses and other frontline workers, so the company did.
Listening to its loyal customers paid off. Adding these groups to Rothy’s program grew its revenue by 60%.
Tuft & Needle believes real heroes deserve real savings, so it gives a 15% discount to nurses and other healthcare workers, as well as first responders, active military, and veterans.
These programs support Tuft & Needle’s local communities and have helped the mattress company stand out in its highly competitive space.
CheapCaribbean knew nurses need a vacation, so it launched a personalized offer giving them a chance to win one of 50 free trips to a locale of their choice.
The company protected the offer with SheerID, and the campaign brought in 8,000 customers while reducing discount abuse by 36%.