To say that the medical marketing landscape changes by the minute is an understatement. These days, change takes place in nanoseconds. So what does this mean for you and your efforts to generate medical leads? With all this rapid transformation in healthcare marketing, a good marketer needs to have a sound fundamental understanding of the basics and start working from there. Here are four best practices as the grounding for today’s medical marketing professional.
Appeal to customers’ perspective. Compared to a few years back, today’s medical marketing environment is focused more toward the customers’ point of view. There is now a trend to align the marketing message with healthcare literacy levels. Simply put, today’s medical marketing content is more simplified and geared toward educating medical leads.
Define target demographic. The above practice is in turn based on proper identification of the target customer demographics. With today’s highly specialized healthcare products and services, marketers are emphasizing specific market segments rather than indiscriminately generating medical leads. Even medical pricing has become dependent on certain demographic considerations.
Examine the value position. Healthcare branding has now occupied a more central place in the marketing thought process. Medical practitioners are now differentiating themselves from competitors. The answer to “why choose us?” is now an essential component when addressing medical leads. The failure to adequately establish a competitive value position causes many marketing efforts to yield poor results.
Focus on consistency and coherence. Less than a generation ago, most medical product and service providers approached marketing fairly inconsistently. Their modern counterparts, however, are more organized in coming up with marketing strategies, budget, and implementation. Today, having a consistent approach to marketing that is coherent with what your organization or practice stands for is a basic requirement for success.
These are four modern best practices in medical marketing. It’s quite surprising that, only a few years ago, these were never taken seriously. Today, however, these are the basic building blocks of a sound medical marketing philosophy in which change is the only constant thing.