There are far too many medical marketing campaigns out there that consist of doctors and hospitals trying to outdo each other by advertising the latest piece of equipment they got or treatment they started offering. Ordinary people, who are the people you want to have become your new patients, are usually unimpressed with such advertisements. If you want to make a difference in your medical marketing campaign and really improve the results, you should consider taking hints from direct marketers.
Direct marketers, such as the ones that create those infomercials you see late at night advertising exercise machines, diet pills, and kitchen utensils, live and die by results. This isn’t to say that you should run out and create an infomercial for your medical practice. However, you can get some great ideas from direct marketers and apply them to your medical marketing efforts for optimal results.
In order to appeal to your target audience, all of your
medical marketing efforts have to answer the number one question: What’s in it for me? If you want to appeal to your audience and get them to respond to your medical marketing efforts, it is essential for you to make them aware of the benefits they will experience by becoming one of your patients. So in your medical marketing campaign, highlight the advantages that you hold over your competitors and tell your prospects how much of a difference you will be able to make in their lives.
Replace “We” with “You”
In your advertising, website copy, and other marketing materials, find “we” and replace it with “you” whenever possible. For example, rather than saying, “We provide advanced treatment using state of the art equipment,” say, “You will experience less downtime and superior results with this treatment.” When reading your medical marketing materials, your prospects should be able to envision how much their lives will improve by becoming your one of your patients.
Keep it Concise and Simple
Keep your sales message short and simple, but make sure it is unique. Use words that ordinary people can understand and remember to repeat your sales message as much as possible. Make sure to repeat the benefits of your service, treatment, etc. again and again to your prospects so it sticks in their minds.
Use Dramatic Demonstration
Use visuals to demonstrate how much your treatment, procedure, or product will improve your prospects’ lives. Dramatic demonstration is very common in infomercials, such as when the before and after images of a customer are shown during a diet pill infomercial. For most of your prospects, seeing is believing so use dramatic demonstration to your advantage. For example, if you are trying to sell the fact that the procedure you offer has virtually no downtime, show one of your patients out and about a few hours post-procedure to prove your claim.
Make Sure Your Marketing Message Contains a Call to Action
One of the most important things you need to keep in mind if you want to strengthen your medical marketing campaign is to ensure that your marketing message contains a clear call to action. If you want your prospects to respond to your ad, you have to be sure to tell them exactly how you want them to respond in order to make it easier for you and them. So if your aim is to have your prospects sign up for a free newsletter on your website, tell them! Or if you want your prospects to call you and sign up for a free consultation, make that very clear in your advertisement. If you are using a TV ad, make sure you leave the call to action on the screen long enough so that the prospect can grab a pen and paper to jot down your contact details.
The last thing you want to do is create a cluttered, confusing ad that doesn’t tell prospects in clear words why they should choose your practice and how they should respond to your ad. Your ads and other medical marketing materials should explain clearly what the benefits are for your patients, focus on their needs completely, help them envision how much their lives would improve if they became your patients, and provide a clear call to action.
So there you have it. To ensure that your medical marketing efforts get more response, apply some of these effective direct marketing techniques. Direct marketers use these and other tactics to sell hundreds of millions of dollars worth of products. As a physician, you can also use the same marketing tactics to give your medical marketing efforts a boost.
Author Bio:
Alex White is a
medical marketing expert who works full time with health care providers to increase their visibility on the web space to get people connected with the Medical Professionals.
