8 Tips for More Effective Medical Advertising
1. Try educating, not marketing.
By educating your patients and customers, it gives you something to say that is relevant, helpful and positions you as an authority on the topic you are communicating.
2. Don’t be afraid to show some personality.
It’s amazing how much health care advertising is flat, monotone and says very little. Establish a personality that is truly reflective of who you are as a company, and let that be the voice of your brand. From your website to how you answer the phones, make sure you are consistent and authentic.
3. Talk to different people in different ways.
One common problem medical companies face is having to speak to several different audiences: patients, doctors, practitioners, etc. But resist the urge to use the same voice and materials for all of them.
4. Say something interesting.
Breaking news: people engage with things that are interesting. And interesting isn’t the same as everyone else. To stick in the customer’s mind, you need to stick out. So see what your competitors are doing, and do the opposite.
5. Show it. Then say it.
A hospital may say “We’re compassionate.” “We care.” Well, how long are their ER wait times? Make a change in your business, then tell your customers about it.
6. Be modern and progressive.
No one wants to think their health care/medical service provider is outdated. And nothing says outdated like a photograph of a doctor from 1989 shaking hands with a patient. So make sure you use updated photography, typography and clean graphics.
7. Don’t mkae misitakes.
In medicine and health care, accuracy is everything. How would you feel if you were reading a brochure on brain surgery for your child and it was riddled with typos? Probably not very confident. If they can make careless mistakes like that, who knows what they will do in surgery. Just like a slip of a scalpel, one typo could cost you a patient.
8. Think BIG.
It’s tempting to just produce a brochure here, a pamphlet there, an ad somewhere else. But come up with a full brand strategy first, then execute materials that support that strategy. This goes for the overall brand message and tone, as well as the marketing executions.