Attention on veterans from the healthcare industry is at an all-time high. But increased non-VA healthcare options, digital-oriented patients, and strict guidelines of marketing at the VA are creating shifts in healthcare marketing to veterans. With this B2B to B2C change, there are a number of key implications that healthcare marketers should understand about B2V (Veteran) marketing.
Content marketing is an effective element of every Military Veteran targeted campaign because it activates through owned and paid media channels like social media. Advertisers are best served by taking a mission-authentic approach paired with a deep knowledge of the military and veteran niche market. This authenticity gives them the ability to build deeper, more culturally relevant human relationships with their audience.
The SBA calls veterans one of the most successful group of business owners in America. So you would expect organizations would be pushing for supplier diversity through veteran owned businesses. But despite the focus on veteran employment through the diversity & inclusion community, there’s very little on supplier diversity around veteran owned businesses.
U.S. Navy Adm. (ret.) Mike Mullen coined the term “sea of goodwill” to describe the positive attitudes in the United States toward veterans and the military in general. However, amid the current sea of goodwill there is an undercurrent of discrimination against veterans, and it may surprise you where it is coming from.
25 million Americans have served in the U.S. armed forces, and you just need to look online or watch TV to see how advertisers are increasingly pursuing them. However, most companies don’t understand the veteran market segment opportunity and fewer understand their target insight. While it is not an exact analogy, thinking of military veterans as a part of the multicultural advertising mix gives marketers a framework to think about how they might act with this important market.