We get this question a lot, and our answer is that you should market healthcare much like you market anything—by telling stories that change or reinforce your audience’s behavior.
Sure, that’s easier said than done. But, remember, patients aren’t just patients. They are fathers, mothers, sons, and daughters—in other words the same people who buy Coca Cola and vote in elections.
For many years, Lenz has practiced the philosophy that healthcare decisions are made much like other buying decisions, and that the best marketing practices should be directed towards prospective patients.
Our clients appeared on billboards, TV ads, and social media networks long before their competitors—because patients (and even doctors) consume and are influenced by media too!
Hopefully, this perspective has positioned us and our clients especially well for the increased consumerism in healthcare that we know today.
So, marketing healthcare is a lot like marketing other products. Some key points related to our philosophy include:
- Lead with the goal, then develop the strategy; only then consider tactics and execution.
- Invest in market research; do not assume that what you think you know is correct.
- Marketing works best when it is fully integrated; each marketing channel and program should be strategically oriented and complement the others.
- Tell stories.
- Track, measure, report, and analyze results against the stated goals and objectives.
- Remember, patients are consumers. They have the information and access they need to make healthcare choices. Your marketing strategy should reflect their individualized needs, wants, and preferences.
If you want to work with Lenz, please let us know. We’ve got a great team that is eager to help quality healthcare businesses reach their goals.