Marketing is an inescapable feature of the free market with millions of ads and promotions for various products flooding our everyday lives. Regardless of the industry, marketing is responsible for keeping businesses afloat; the medical field is no different. Despite the importance of health care, medical providers still need to rely on marketing to help attract new clients. While, the medical field can at times seem overly complex, medical marketing is just as susceptible to the latest digital trends.
The Health of Health Care Marketing
Like marketing any other product, medical marketing approaches the subject by isolating a product and determining a target market. By analyzing these factors, providers can best assess consumers’ needs, allowing them to better reach out to potential patients. For example, the CDC’s breakdown of health marketing explains the steps of segmenting a target market through the example of promoting diabetes testing on individuals ages 17-24. Rather than working on a massive, indeterminate sea of different needs, personalizing the audience can produce a returning crowd of clients and patients in need of a particular type medical assistance.
However, there are significant differences between promotions for medical care and consumer products such as cars or TVs. Unlike these targeted products, medical care applies to the widest demographic in the world: people who need doctors. Therefore, medical professions cannot afford to focus on only one form of marketing to reach clients. Although medical marketing must use the traditional standard of target markets, a study by Gold Medal Marketing shows that professions (ie. doctors) must use a wider range of marketing strategies compared to regular products in order to ascertain what works for them.
The Amazon Effect
The marketing group Skyword, notes the emergence of a trend known as the “Amazon effect” among companies. More specifically, the effect refers to the latest hike in customer demand for “Amazon-like” efficiency as technology provides clinic pricing, selection, and value at the tips of their fingers. In this case, healthcare must constantly strive to keep their marketing fresh and their content up-to-date. However, keeping content fresh can be difficult outside of digital mediums and studies suggest that healthcare professionals prefer to utilize print medium over digital.
Safety in Digital
Still, just because medical marketing is not used to utilizing digital medium doesn’t mean that marketing agencies can’t try to direct medical professions toward newer forms of media. Various new social media sites make for good new opportunities to experiment with advertising. Even updating the look of a website or developing a Facebook page can go along way when it comes to keeping potential clients updated and engaged. While working with a new platform can be daunting, commitment to digital integration ensures that health professionals can achieve marketing success in a continuously changing world.
Marketing or even advertising for health professions seems like an unusual development but, in reality, it maintains a significant portion of the field just like any other business. Velocity Agency has years of experience working with those in the medical professions to help strengthen their marketing and build a larger client base. Fill out the form below to schedule a meeting with one of our marketing experts.
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