Medical Marketing is a set of tools and targeted planned analysis and research activities. It is not just communication or advertising, but something much more articulated and complex, with its final goal of achieving the corporate objectives in the medium – long term. A medical marketing strategy starts from the study of three macro-areas that must be analyzed in detail:
- General market analysis: It lets me know the current market situation.
- Customer/consumer analysis: it allows me to know the demand, that is, the primary needs of the user I want to address.
- Competition analysis: through the precise analysis of the competition, I can monitor the offer on the market to adapt and personalize my offer.
This must happen for marketing strategies in the business and medical sectors, where the attention to these three areas must be even more focused.
How do you apply marketing actions in the medical field?
But how can I communicate effectively in the medical field? What should be my main goals? Is it possible to have a benefit from this type of communication? The primary goal is always to decrease the distance between doctors and patients.
However, the methods of communication in the health sector are different from the classic ones of the private sector and must respect important rules, different from traditional marketing strategies. We live in a historical period where attention to health has become of primary importance.
Communication must be informative and clear. It must not deceive customers, and it must try to provide accurate information, understandable to all, truthful and clear. Otherwise, you risk producing the opposite result. I use real terms to tell myself, to explain what I do and represent, without offering.
It is essential to create a communication that can put the professional and the patient on the same empathic level. The patient must feel understood and listened to and develop an intrinsic trust in the medical marketing agency. This is the only way for him to rely on his care. Developing empathic communication makes it easier for you to build a relationship.
Informative advertising is allowed, paying attention not to divulge misleading, disparaging, or sometimes misleading information and suggesting to the user. The main purpose of correct health communication is information.
It must be truthful and correct, not violate the right to professional secrecy. For this reason, I always suggest having your advertising message examined by a professional association, which has the task of verifying the truthfulness of the information contained.
The patient is the center of communication
The center of strategic medical marketing communication must be the patient. I try to understand his needs and understand his needs. Unfortunately, now there is a tendency to a sort of self-diagnosis. Users on the web are constantly trying to find solutions to their health problems and answers to various pathologies.
The internet has become a real world that is mistakenly able to take the place of the trusted doctor. The web world can become an opportunity and a meeting point between patients and professionals.
I can access consultations with new patients and improve my image through proper and targeted communication.
The tools to do medical web marketing
For this type of communication, some tools are more suitable than others. I can recommend, for example, videos, which are useful and easy to use by everyone and allow you to give precise information in a few minutes. Creating your website is of prime importance.
It is also important that the web pages are always up to date. Even the use of social media in healthcare marketing has now become an integral part of a good marketing plan.
A profile on Facebook and the Instagram page, always managed by a professional who cares about monthly publications constantly and consistently, allows an increase in visibility thanks to user news-sharing processes. It is possible to position yourself properly on the web and make yourself known.
The path must be one of growth through communication, and the results must be verifiable.
Who is medical web marketing for?
Healthcare marketing is aimed at all categories of the sector: pharmacies, private clinics, dental technicians, dentists, hospitals, psychologists, outpatient clinics, physiotherapy studios, and doctors. Nobody is excluded.
Therefore, communicating for doctors and private professionals can be very useful, as long as you know exactly the specific rules that support it and perhaps rely on professionals who understand the legislation and know-how to move in this field.
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