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Medical Marketing: Key Concepts to Consider

Here are some key concepts that can help you break through the clutter and make you top of mind for potential clients.

By Robert CordrayPublished 3 years ago 3 min read
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Like any other business, private medical practices must market themselves to attract customers. For many, the inherent advertising challenge is that their competitors are well-funded corporate hospitals and satellite offices. It may be impossible to out-spend them, but the good news is that it’s still very possible to out-market them. Here are some key concepts that can help you break through the clutter and make you top of mind for potential clients.

Focus on Unique Products and Services

First, realize that while the medical industry is unique and complex, the fundamental principles of good marketing still very much apply to it. Specifically, the concept of differentiation is probably the most critical. If you offer a unique product or service that your competition does not, you need to shout it loud and clear in all your marketing efforts. For example, if you are the only outlet in your city that provides blue free glasses, even just a certain brand, or at a lower price point than others, focus your advertising messaging on that. The same is true for medications or medical procedures. If you’re able to provide anything that your competition isn’t, make that the center of your marketing strategy.

Location, Location, Location

When it comes to medical treatment, the largest consideration for many consumers isn’t price or even quality of care. Price, particularly for surgical procedures, is hard to nail down since insurance play such a large role in it and out-of-pocket costs vary so greatly. While patients with non-urgent care may “shop around” and research providers’ reviews, most people assume any accredited practice has a base level of great care. Therefore, many, if not most, of your potential clients will be looking for a provider close to their home. This is especially true for parents of children who need pediatric care. This is a stressful enough situation; having to drive long distances for specialty services is not ideal. If you can promote “conveniently located,” or “right off the Interstate,” or “multiple locations,” you should take full advantage of it. This is even more crucial if you buy outdoor billboards or geo-targeted digital ads.

Emotional Messaging

The thought of a loved one going through an illness, injury, or surgery is one of the toughest things imaginable. Patients rely on doctors with good “bedside manners,” and genuine compassion and empathy. This should always be a priority for caregivers, but it must also be a priority in medical marketing. Conveying a sense of caring, even with a simple message, can go a long way towards making an emotional connection with existing or potential patients.

This is doubly relevant if you specialize in care for the very young or very old. With pediatric medicine, parents must make difficult care decisions. With senior citizens, the calls will often be made by their children. To appeal to these groups directly, you need to combine the imagery and copy of your ad to demonstrate that you understand the difficulty of the experience, but they can rest assured knowing that this is what you do. This sounds easy and obvious, but careful attention must be paid to avoid seemingly exploitative or opportunistic.

Explore Digital Media and Co-Op

We briefly touched on geo-targeting earlier. It’s worth taking a moment to note that the medical field is one of, if not the, biggest industries to benefit from new media advertising channels. Paid search, social media ads and boosted posts, geofencing and retargeted static web banners are some of the best ways to deliver new patient inquiries to your doorstep (or at least your email.) The same rules of messaging and differentiation apply; this is more of a media planning and buying tip. That said, if run in concert with traditional media, your reach and frequency should ensure awareness, if not conversions.

Don’t let the serious and personal nature of medicine intimidate you. It can and should be marketed like any other product or service. Keep these concepts in mind to do this effectively.

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