Groupon Role in Health Care Marketing

Social media is a growing resource for health care information, in a story from Seattle’s NBC affiliate KING, the National Research Corporation claims 20 percent of Americans use social media as a health resource and 25 percent say the information obtained through social media will likely influence health care decisions.

It should come as no surprise that health care organizations are leveraging this trend by turning to Groupon. Organizations are intrigued by the opportunity to attract new patients with no or little insurance for specialty services. However, providing services at such a deep discount means that high levels of customer service and booking return visits are critical.

“Groupon has offered a growing number of deals for eye exams, teeth-cleaning and whitening, electrolysis and chiropractic services. Approximately 15 percent of Groupon deals nationwide are for health care services,” says Julie Anne Mossler, a company spokeswoman. A question that health care marketers must answer: If you attract new business, but end up reaching many uninsured people who appreciate affordable services, how many will end up being loyal full-paying customers?

Below is a selection of recent Groupon deals:

  • Washington, DC Deal: $59 for an Eyeglass Exam and $225 Worth of Prescription Eyeglasses with Lenses at MyEyeDr. ($310 Value)
  • Jacksonville, FL Deal: $99 for a Chemical Peel at Posh Plastic Surgery ($300 Value)
  • San Antonio, TX Deal: $150 for a Consultation, 20 Units of Botox, and a Follow-Up at San Antonio Plastic Surgery Center ($350 Value)
  • Vancouver, WA Deal: $2,100 for Lasik surgery provided by Clearly Lasik ($4,200 Value)

For health care marketers, it appears that elective services are the most popular Groupons. We have not seen Groupons for internal medicine, invasive procedures or more consultative medical issues. A possible gateway could be a Groupon for an array of health care screenings. In the current economic environment, people are looking for a deal and they are looking for that deal online.

Tell us if you think Groupons will become a successful health care marketing tactic or if it’s just for a small group of elective services. Share your ideas with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.


37 Responses to “Groupon Role in Health Care Marketing”

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    I wrote a short social commentary about this topic for my internship. Check it out!

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    Social media is a good source to increase awareness about health care products and to use these products in right way.

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