Is marketing healthcare like marketing shoes?
Well, kind of.
Healthcare marketing obviously requires extra sensitivity since the subject is private and deeply personal for most people. And because doctors should never prioritize a healthy business over a healthy patient.
But in many ways, marketing is marketing—whether for medical services or sneakers. Either way, your job is to communicate the value of your product to your audience in order to change or reinforce their behavior.
I’ve spent more than 20 years marketing healthcare organizations, so, yes, I do consider it a specialized field. But, if you’re a doctor, practice manager, or hospital administrator, don’t forget the basics.
Your prospective patients want value. They want to make choices with confidence. And most of all, they want to associate with brands, organizations and products that reinforce their views of themselves.
If the shoe fits, your audience will wear it.
One of our specialties at Lenz is designing innovative new logos for our clients. Here are a few of our favorite healthcare logos we’ve developed over the years. Enjoy!
Lenz Marketing’s Best Healthcare Logos
You may have seen them hiding unassumingly amid the endless listicles and personality quizzes on the entertainment site, BuzzFeed—discreetly sandwiched between “57 Things Beyoncé Can Teach You About Life” and “Which 90s Boy Band Member Are You?”
They mimic the shareable headlines and snappy writing style that have become characteristic of BuzzFeed content, and save for the small text at the bottom of the article reading “Promoted by Texaco,” you might have never known you were looking at a paid advertisement.
Enter: native advertising.
One question I get a lot is, “With everything you could do with your life and your business, why do you choose to market healthcare?”
For me the answer is simple: Because it’s rewarding.
Marketing does many things—none greater than to help people make informed decisions. With healthcare, everyday decisions can mean the difference between life and death.
Now, I know that some who are listening think of marketing as the dark side of business, solely concerned with making the cash register ring.
But that doesn’t have to be true.
Great marketing connects good products with people who want and need them. Healthcare marketing should be no different.
When Lenz works with a leading hospital, physician practice, or healthcare non-profit, we know that we are helping more people stay healthy and receive high-quality care.
And that feels pretty good.
Four years ago today, a professional athlete did what we want all professional athletes to do. He decided that money wasn’t the most important thing—winning championships, having great teammates, and helping his community were. And the public was outraged.
I’m talking of course about Lebron James’s infamous decision to take his “talents to South Beach” and play for the Miami Heat. But primarily, I’m talking about the televised announcement called “The Decision” and the fallout that ensued. Continue reading
This weekend, Amplify Decatur took over Eddie’s Attic with five incredible concerts in three short days. More than 700 people came to the shows, which raised $20,000 for Decatur Cooperative Ministry, an organization that works to alleviate homelessness in Decatur and DeKalb County. Continue reading
Things are heating up at Lenz, and we’ve got a lot of exciting happenings to report! Read on for a quick rundown of the latest newz from Lenz.
The Lenz team recently attended Digital Summit Atlanta 2014, a “premiere digital strategies forum” presented by TechMedia. Throughout the duration of the two day conference, we heard from thought leaders behind some of the world’s most successful companies, brushed up on the latest trends and best practices in digital marketing, and rubbed elbows with other highly successful marketing professionals in attendance. Continue reading
A mutual acquaintance recently introduced me to a local business owner, describing me as a “marketing guru.” Before I could finish blushing, my new friend asked me how to market his business. In return, I asked him how I should dress next Tuesday.
No, I wasn’t losing my mind, just trying to make this point: It depends. Continue reading