Healthcare Marketing Techniques

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There are a lot of ways to fix people when they're hurting or sick, but first you have to get them to request your services or pharmaceuticals. The good news is that people are always interested in learning how to be healthy, but the bad news is that there are lots of options out there. Great marketing is the way to set your product or service apart. In addition to the classic methods, there are innovative ways to get your message across.

Philosophy

  • Walk the fine line between scaring people and promising them too much. Richard Fine, head of Help Remedies, told "Advertising Age" magazine: "In health care you tend to have two extremes, professional marketers pushing product in unfriendly ways, sometimes frightening people into doing things ... At the other end of the scale you have homeopathy, which is much friendlier but is also full of quackery. It was an area where we thought a little simplicity and friendliness could go a long way."

Free Stuff

  • Emblazon cheap but useful items with your logo for distribution to doctors and other important health care personnel. Offices will always need pens, and giving these away also ensures that patients will see the name and logo of your product as well. Doctors also experience stress, so consider distributing branded stress balls.

Get Attention

  • Create some waves by pounding the pavement with a street team. The concept began with young people who loved musicians so much that they would tell others about the music, building a self-perpetuating fan base. As eJams Entertainment booking agency says, "Organization is a big part of a team's success." Have your group of enthusiastic young people hit high-traffic areas with product fliers during the day, and have them attend events that tend to attract people who need your health care service.

Hit the Airwaves

  • Create a commercial that differentiates your product from all the other health care advertising out there. An MSNBC advertising blog takes note of a commercial for a migraine medicine called Treximet. In the ad, a woman's headache is so bad that she (with the help of computer-generated imagery) removes her head. A striking ad encourages people to find out more or ask their doctor about the product.

    Target your marketing efforts to the appropriate audiences. For example, if you're marketing an insomnia treatment, air your radio or TV ads late at night. People with insomnia can often be found at all-night supermarkets and convenience stores; offer the managers of these stores boxes of your pens or other materials.

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