Promoting the products and services included under the health-care umbrella is a challenge. They include new medications and personal products, as well as medical specialties, hospitals, services, and even insurance. Each segment is an independent and unique slice of a vast industry. For many of these businesses, learning how to market healthcare effectively is the key to survival.
The most important first step is the development of a recognized and respected brand. More than simply a sharp logo, a brand is the overall image of a product or corporation built up through repeated positive customer interactions. Building a brand requires careful planning as well as a good product. The process usually begins with a complete assessment of current marketing efforts.
Creating a good image is important, but it must also be visible on the Internet. Although some businesses were slow to adopt digital advertising, it is impossible to ignore the numbers of people searching the web daily for health information of all types. A company that can successfully negotiate the world of search engine optimization and key word placement has a marketplace advantage.
Some promotions are already visually prominent. On cable television, ads for new medications repeat endlessly, and through that excessive exposure create public awareness of a product. This very basic mode of external advertising touches nearly everyone, and often targets specific group demographics, such as senior citizens. Although irritating, this method creates demand and builds recognition.
The field of public relations is also important in marketing. Specific articles may be published when new products appear, and press releases can be similarly timed. Displaying information in this manner reaches a general audience, but can be aimed towards specific types of consumers. Successful public relations requires a working knowledge of current social media practices.
When a strong brand, good customer reaction and response, and an effective Internet presence all come together, the result can be an vastly improved reputation. Good word of mouth is the most effective type of advertising, and one of the hardest to achieve. Few high-budget advertising campaigns can accomplish as much as solid customer appreciation, whether coming from patients or physicians.
Whether the goal is to increase referrals or to simply put a new product or idea on display, health-care product and service promotion can be an easier task with the help of an experienced and recognized consulting firm. From beginning analysis to the final bottom line, good guidance can help avoid common hazards that can derail even the best marketing plans.
The most important first step is the development of a recognized and respected brand. More than simply a sharp logo, a brand is the overall image of a product or corporation built up through repeated positive customer interactions. Building a brand requires careful planning as well as a good product. The process usually begins with a complete assessment of current marketing efforts.
Creating a good image is important, but it must also be visible on the Internet. Although some businesses were slow to adopt digital advertising, it is impossible to ignore the numbers of people searching the web daily for health information of all types. A company that can successfully negotiate the world of search engine optimization and key word placement has a marketplace advantage.
Some promotions are already visually prominent. On cable television, ads for new medications repeat endlessly, and through that excessive exposure create public awareness of a product. This very basic mode of external advertising touches nearly everyone, and often targets specific group demographics, such as senior citizens. Although irritating, this method creates demand and builds recognition.
The field of public relations is also important in marketing. Specific articles may be published when new products appear, and press releases can be similarly timed. Displaying information in this manner reaches a general audience, but can be aimed towards specific types of consumers. Successful public relations requires a working knowledge of current social media practices.
When a strong brand, good customer reaction and response, and an effective Internet presence all come together, the result can be an vastly improved reputation. Good word of mouth is the most effective type of advertising, and one of the hardest to achieve. Few high-budget advertising campaigns can accomplish as much as solid customer appreciation, whether coming from patients or physicians.
Whether the goal is to increase referrals or to simply put a new product or idea on display, health-care product and service promotion can be an easier task with the help of an experienced and recognized consulting firm. From beginning analysis to the final bottom line, good guidance can help avoid common hazards that can derail even the best marketing plans.
About the Author:
Edward J. Stark is a marketing expert that specializes in healthcare focused marketing. If you are interested in learning more about hospital market research he suggests that you check out Beaconfey.
