Blog

Our take on both the current and future trends of healthcare marketing.

 

Step 1 – Let Customers Know You Are There For Them

Communication is key in these uncertain times. Make sure your customers know that you are still up and running, even if you are postponing travel and in-person meetings. Let them know that it is easy for them to reach you and give them the digital tools to do so.

  • Email your existing customers
  • Email your partners, distributors, vendors etc…
  • Place a pop-up on your website
  • Communicate via social medial posts
  • Leverage digital tools – consider implementing a Find-My-Rep tool or a Live Chat feature

Step 2 – Bring all of your important content to life

You already have great content in the form of approved product brochures, sales aids or presentation slides that are ready to be shared. Now is the time to take this content and render it for online consumption. We don’t mean a PDF of your brochure – nobody will read that. Instead, tell a visual story by making the content engaging and easy to digest.

  • Add animation to your graphs and charts
  • Add thought-provoking visual elements
  • Reduce copy and long paragraphs
  • Break it down in easy-to-digest sections

Step 3 – Leverage social media channels

In this new reality of limited personal contact, social media is our best friend. It keeps us connected and informed. And it’s where your customer’s eyeballs are looking. Help your brand and message stay relevant by being a part of the conversation. The key is to share content that is short, interesting and relevant in the value it brings. Consider the following:

  • Monitor the news for appropriate post frequency & timing
  • Select the best mix of SM channels for your audience
  • Segment your message based on the audience interest
  • Employ short video stories and animated vignettes
  • Coordinate with your staff & partners to repost and share

Step 4 – Fast-track your training & education 

Once the initial shock of the pandemic settles, leaders will be looking for ways to keep their teams engaged. This will be true for non-essential clinical personnel as well as industry representatives. What better way to keep your team sharp and motivated than to offer engaging ways to improve their skills or earn CME credits. 



  • Repurpose training content for webinar settings
  • Use digital tools for virtual in-servicing
  • Record all sessions to extend interaction longevity
  • Build an e-learning library

Keep Calm and Grow

These are disruptive times, but great challenges have the power to bring us together. We are here to help. Contact us for more new and innovative approaches on brand growth in the age of a pandemic.

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Mobile devices give us the power to text friends, check the stock market, and schedule a ride across town – sometimes all at once!

This technology has revolutionized the way we communicate and engage with the world, and the same goes for healthcare marketing and communications. Marketers who embrace this fact put themselves in the best position to develop meaningful relationships with their audiences – whether they’re healthcare professionals, everyday people, or a combination of the two.

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Picture this: There’s a nagging health condition that has been bothering you for years. Even if you don’t notice the symptoms all the time, you’ve absorbed more than enough information to understand the scope of the problem. You know the treatment options, the potential benefits to be gained by improving your health, and the dangers of continuing on your current path…

But nothing changes.

Maybe you’ll keep collecting more information about your health condition. Maybe you’ll keep telling yourself that you’ll take care of it soon. But the days and months go by, and you find yourself in the exact same place as before – or possibly even worse off.

If this sounds familiar, you might be experiencing “health inertia.” Health inertia is a common behavior pattern that can affect the entire scope of healthcare – everything from minor wellness and prevention tweaks to major operations and follow-up.

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Q. Why do most people choose Kleenex over any other tissue or Aspirin over a generic knockoff?

A. Because powerful brands have a way of cementing themselves in our minds as being worthy of our trust.

Familiarity generates trust; we know exactly what we are getting when we buy that particular brand. There are no surprises, only comfort, and peace of mind. In fact, for many of us, that peace of mind is worth paying more for than taking a chance on a similar product from an unknown brand.

Branding is a hot topic with consumer-facing products, but when it comes to medical devices, you might be understandably skeptical. Many devices are unseen – either used behind the scenes or implanted in patients’ bodies. And they’re purchased by sophisticated hospital administrators and/or clinicians, who, you might think, are concerned only with performance and cost.

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The healthcare marketing world is full of bright and shiny objects. Whether it’s the latest and greatest tool, media platform, or way to engage an audience, each day brings us more possibilities than ever before.

2019 makes for an exciting time to be a healthcare marketer. But it’s not without its challenges. Because our energies and budgets are limited, we simply can’t chase every bright and shiny object that comes along. If we try, we’ll spread ourselves and our budgets too thin, and struggle to get positive results. Not to mention pouring precious resources into tools and tactics that may turn out to be counterproductive.

So two questions arise:

How can we adapt to the ever-changing healthcare marketing world in a way that’s effective and sustainable?

How can we separate healthcare marketing strategies that win (and will keep winning) from those that will become obsolete in a matter of months?

Let’s talk about some key healthcare marketing trends for 2019 that are here to stay. We’ll break them down one by one and make a case for why they deserve consideration in your long-term strategy.

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Shrinking attention spans.

Increased competition online.

C-suites demanding more from their marketing teams.

These are just a few of the challenges healthcare marketers must face…

And then there’s the budget.

In today’s age of extensive data collection and tracking, more and more healthcare companies are looking for measurable returns on investment instead of vague terms like “exposure,” “brand awareness,” and “visibility.”

Wouldn’t you like to make your marketing more cost-effective and results-oriented? Whether you’re working with a shoestring budget, experiencing cutbacks, or just looking to get a little more from the money you spend, here are a few ideas for getting measurable results with smaller budgets.

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