Marketing and advertising in the health sector are sometimes complex and confusing. The first steps can be discouraging, but they are the basis for future success. All health marketing strategies must be based on 5 key points.
It is true that developing successful marketing for medical care is not easy and nobody ever assures us success. You can try hundreds of strategies and thousands of actions to get visibility and attract customers with better or worse results.
Understanding this 5 key scheme will provide us with a manageable starting point, on which to build the best possible strategy and save effort and money.
For many people, understanding these 5 basic elements demystifies the marketing of medical care in a complex moment like the current one with increasing competition.
The five fundamental elements of the strategy-
Brand Image:
Creating an image of our brand consists of standing out from the crowd in a positive way, and it includes practically everything we do. A powerful and differentiated brand for our health business is part of our medical reputation. The creation of this image requires a significant effort to launch the right message at the right time. This can neither be left to chance nor to the hope of having a happy idea. Behind this, there must be important work to know your client, your competence and your own health care business with its strengths and weaknesses.
References Flow:
Creating a system to get a constant flow of referrals from patients and other medical sources in the heart of the selling strategy of many health services. The reference sources of our satisfied patients or other professionals cannot be taken for granted. The medical references do not happen as if by magic or simply because one is a good professional or our clinic offers good services and results. Success requires a written plan and a system to preserve and grow the flow of professional references. This will exponentially increase the conversion of new clients.
Internet Marketing:
It is fundamental to do marketing in Google, websites, Social Networks or inpatient portals and mobile applications. Online marketing is the main channel for marketing, advertising, and public relations. Depending on how this medium is used, which is the strongest muscle to let us know and attract patients, it can be highly effective and profitable, or a great waste of time and money. Putting ourselves in the hands of professionals who know our activity and the sector well, will save us money, displeasure, and demotivation for the results obtained.
Internal Marketing:
This point includes all the ways and means to communicate with people who already know us. These are mainly current and former patients. Working internal marketing in the health sector, with a strategy aimed at this influential audience, is a valuable resource to get new referral clients, market additional services, get testimonials and ratings in digital media and ultimately get a word of mouth at all levels.
Public Relations:
This heading includes, among other things, planning and generating references in digital and physical media. Interviews and collaborations in medical or health-related articles. The publication of these in newspapers, magazines, digital media or television, will make us a reference in our specialty. We cannot wait for these media to knock at our door.
We must show ourselves available for these collaborations, which on the other hand the media will appreciate. And we should not stop there. We must collect all these actions in our Web and Social Networks to show our influence as references.
The final results will be a positive and powerful influence on our potential customers. Relations with the media, require careful planning and choose the time and place to spread a clear message. All this needs a deliberate and directed effort.
As a marketing and advertising agency for healthcare companies, we work to build a strategy based on these 5 points with our clients. This strategy coordinates the efforts so that each action we carry out strengthens and creates synergies in each of the points described. If you need someone to help and guide you on this path, you can contact us.
