Marketers often misunderstand healthcare marketing by correlating it with other theoretical principles. Of course, it was working, but are these theories still applicable?
In healthcare marketing, you must do a lot of work and research before your campaign starts. You need to know what the doctors and nurses are talking about in order for it to be effective. It is much more than just telling people that “we’re here” or “our phone number.” Yes, healthcare providers will understand this message, but healthcare marketing is geared toward patients. Patients need to know who you are, what services you offer, and how they can find your business.
Hospital marketing is not just about healthcare providers. It’s also for the patients who are interested in your hospital or healthcare center and want to know more information before they come in. Marketing can be done through digital mediums like social media sites. However, you have to make sure that all of these avenues line up with what you’re willing to achieve.
With healthcare marketing, we need to be realistic about our goals and the time it takes for it to work. We can’t rely on direct marketing alone because they sound too thin. Healthcare marketers gotta be specific and should have an all-encompassing view of what patients want out of healthcare services, their emotional state, socio-economic status and the triggers that help them choose; This is in contrast with marketing methods of other businesses.
Despite digital marketing having taken dictatorship over traditional marketing healthcare relies primarily on Physician Liaison. Doctors are the influencers and not the search terms or fancy ad copies. We should digest the fact.
Physician Liaison is still the best healthcare marketing strategy for a number of reasons.
– Physicians have direct access to patients, which means they can shape opinions and influence buying behavior in ways other marketers cannot.
– Getting into doctors’ offices through physician liaison improves healthcare branding by showing up on letterhead.
– Physician liaison saves healthcare marketers time, money, and effort by having direct access to the people who matter: Doctors!
A lot of healthcare marketing tactics are wasteful when it comes down to physician liaison because it’s so effective at reaching their target audience.
Some other marketing experts argue that healthcare digital marketing is a better healthcare marketing strategy, YES, OF COURSE, IT IS!! but physician liaison and healthcare marketing should work side by side to see its advantages.
Explore our patient-centric healthcare marketing strategy & program, which can help you succeed in this rapidly changing world.