Four essential investments every healthcare marcomm budget needs to thrive

This article was originally posted on unlockmanagedcare.com.

Inflation, financial cuts, and economic volatility continue to bear down on providers everywhere. Deeper budget cuts are the norm. Making the absolute best use of your dollars is more important than ever.

But there are some investments you simply can’t afford to cut.

Here are four priorities always worth protecting in your healthcare marketing-communications budget — no matter the downturn or budgetary constraints you’re facing.

1. Research

Understand your audience and their perception of your brand

Why it’s a must-have:
Research helps you understand how patients see your brand — and what they’re actually looking for when they choose a provider. Our research shows that authenticity is critical. When surveyed, 84% of people said that authenticity was “essential” or “very important” when choosing a healthcare provider.

Good research gives you more than just data. It shows how your brand stacks up, what matters most to the people you’re trying to reach, and how to make every dollar count. Without it, you’re guessing — and in healthcare, guessing is expensive.

Even if you’re seeing positive performance metrics, could they be better? Probably, and research will tell you how.

2. Crisis planning

Protect what you’ve built

Why it’s a must-have:
A crisis can undo months — even years — of hard work in minutes.

Your reputation, the trust of your patients, and the strength of your brand are all on the line when something goes wrong. And if it does, will you be ready?

86% of people choose healthcare providers based on reputation — rising to 90% for Gen Z. A well-prepared plan helps you respond quickly and clearly to protect your patients, your team, and your name — while also handling media and outside questions from the public.

Crisis planning isn’t a nice-to-have. It’s insurance for everything you’ve worked to build.

3. Comprehensive audience engagement

Engage the people who shape your market

Why it’s a must-have:
Large and mid-sized employers in your market, insurance brokers, and legislators can be powerful allies. They influence perception, policy, and patient choice. Given industry volatility, which is sure to continue, health care providers need all the friends they can get, and you shouldn’t wait until you need a favor to reach out. The key is to build those relationships before you need them.

That means showing up with honesty, consistency, and a clear message they can get behind. It takes time, but it’s worth every conversation.

Start now, not later.

4. Business development analytics

Use revenue data to guide your strategy

Why it’s a must-have:
You can’t market effectively if you don’t know what’s driving revenue.

Understanding which service lines and insurance contracts/plans bring in the most money helps you focus your time and budget where it matters most. But too many teams are flying with blinders on — either because they don’t have access to the right data, or they’re stretched too thin to use it well.

Without this insight, you risk spending big on campaigns that miss the mark — and leave real revenue on the table.

Key takeaways

These four investments aren’t optional add-ons. They’re your foundation. When budgets tighten, these are the areas that help you do more with less, make smarter decisions, and protect what you’ve built. Cutting them might look like savings on paper. In reality, they’re your best ROI.

Protect them.

Unlock Health is a full-service marketing and communications agency that helps healthcare organizations make authentic connections with patients and communities. Every minute of every day, someone books services they need as a result of our work with clients.