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5 Content Strategies for Boring Healthcare Brands

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If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” ~ Seth Godin

The formidable challenge for healthcare marketers of boring brands is that you have to present content that is remarkable and interesting, even when your product or service —on the face of it—is not.

Let’s face it. Not every healthcare marketer has the advantage of selling sexy products such as face lifts, tummy tucks, or breast implants. But the fact is, boring products solve legitimate problems too. Extracting wisdom teeth or doing colonoscopies may not sound terribly exciting, but these services are extremely important, even helping save people’s  lives.

So, how do you get prospective patients or caregivers excited about the services you provide?

The key is to tell (many) original, meaningful stories, such as this one from Cleveland Clinic:

Every healthcare brand has a unique story about its origin, people and experiences. The solution is to find an authentic theme, apply creative imagination and tell your story in a way that will attract and retain people’s attention. What was widely perceived to be boring could become inspiring or at least interesting to a large group of people.

If your healthcare brand is one that solves a problem but doesn’t easily spark the imagination, here are five brand content strategies you can use to change the way people perceive you.

#1. Come to the rescue

Just like good brands, good content solves problems. Boring brands have the same opportunity as everyone to share information that improves customers’ lives or helps them to do their jobs better.

Roberts and Durkee knows this. In 2008, this run-of-the-mill law firm used content marketing to become the de facto consumer advocate for victims of the Chinese drywall problem that hit the US market toward the middle of the decade.

They created a website/blog called chinesedrywallproblem.com to help thousands of Florida homeowners whose homes were built with toxic drywall. The website provided pertinent information such as how to identify contaminated drywall, the toxins’ health implications, and the victims’ legal rights. This content strategy established Roberts and Durkee as the expert in Chinese drywall problems and resulted in tremendous business opportunities for the firm.

To create content that solves problems, ask yourself:

  • What kinds of health-related emergencies are happening in my community?
  • Are there particular groups in need of someone to speak up for them?
  • How can I create content that helps them resolve these problems?

#2. Reach out to your community

If your product does not generate excitement, create content that showcases your readers’ lifestyles, interests and passions instead. Focus your content on the consumer rather than the product and encourage conversations that resonate with your community.

Procter & Gamble – the makers of Gillette razors, Head & Shoulders shampoo and other everyday brands – created ManOfTheHouse.com as “the real man’s magazine,” packed with compelling advice on guy-to-guy topics such as money, careers, gadgets, parenting and, of course, sex.

The site specifically targets young dads and connects with them via Facebook and Twitter as well. By December 2010, manofthehouse.com attracted over half a million unique visitors per month.

To reach your community with your content, ask yourself:

  • Who do I want to attract?
  • What is their lifestyle?
  • What are their interests and preferences?
  • How can I provide a forum for them to discuss these issues in a conversational, entertaining fashion?

#3. Do something completely unexpected

No matter what kind of healthcare product or service you offer, there’s no reason to be boring. Any product can be presented in a way that is interesting, appealing, even surprising!

Agilent Technologies produces measurement instruments that help scientists, researchers and engineers measure variables in chemical analysis, life sciences and electronics. Ho hum, right? On the contrary.

Going completely against type, Agilent resisted the typical dry technicalities in favor of the truly unexpected: a video puppet show. The highly engaging Agilent Puppet Chemistry is so far removed from the company’s brand image, it immediately disarms, intrigues and captures the audience.

And that audience consists of scientists and chemists who work in research and forensic labs – an audience that is relying more heavily on the internet to research instruments and platforms. This technique proved to be highly successful for Agilent, increasing traffic to their website and encouraging more prospects to click through in search of more information.

Want to go against the grain?

Brainstorm a list of adjectives that describe your healthcare brand and then research their opposites. For example if your organization has a serious, demanding and dull environment, you could research ideas that are entertaining, relaxing and fresh. Then create a mix of content that matches those ideas and presents your company in a totally unexpected way.

#4. Play to your strengths

A lot of people equate content with writing. But writing (blogs, e-books, white papers, books, etc.) is just one way to create content – and it’s not for everyone.

No one knows this better than Gary Vaynerchuk, founder of Wine Library TV. Gary, by his own admission, couldn’t write to save his life. So he doesn’t. He video blogs…and he does it extremely well.

His very informal yet highly energetic style, frequently described as an unpretentious, gonzo approach to wine appreciation, offers a stark contrast to everyone else’s dry, conservative approach to wine culture. Most wine bloggers simply publish a written article and then wait for visitors to subscribe. Gary, on the other hand, loves the camera, is passionate about wine and comes across like a familiar dinner guest, relaxing in your living room.

To play to your own strengths, ask yourself:

  • How do you prefer to express yourself? If you enjoy being in front of the camera, try video blogging and inject your own personality into the content.  If you prefer to look people in the eye and feed off of their energy, speaking engagements or training opportunities might be your vehicle.
  • Do people easily recognize your gifts or talents? Perhaps you’ve been told that you have a ‘golden voice’ or a ‘way with words.’  Maybe they’re onto something. Explore your talents and find a complementary outlet to express them.

#5. Encourage people to talk…about anything

Josh Bernoff, Forrester Research Analyst and co-author of Groundswell, recommends that boring brands encourage people to talk–even if it isn’t about the brand itself. By borrowing a relevant topic and encouraging conversations about it, boring brands become part of the conversation.

Social media presents the perfect opportunity to apply this “borrowed relevance,” as Bernoff calls it, because conversations are already taking place there that are not product-centric, pushy or self-promotional.

A good example is Liberty Tax, a tax service franchise (yawn)…with a Facebook audience of over 6,000 people!  A quick look at their Wall reveals how they use a variety of tactics to engage their customers and create a lively atmosphere. They discuss Groupon deals, hold photo contests, show appreciation to different members of the community (teachers, policemen and firefighters, etc.), and so on. They also make taxes fun (no, really!) by giving away free tax apps, and offering advice and tips on little-known tax credits, refunds, etc.

Without a doubt, stories are the key to a boring brand’s problems. After all, if you don’t have a remarkable product, you might as well have remarkable content. Don’t you agree?

Your Turn:

Is your healthcare business fighting against being boring? What strategies have you employed?

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healthcare marketing

The Top 10 Healthcare Marketing Strategies

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The Top 10 Healthcare Marketing Strategies

The healthcare industry is ever-changing, and so is healthcare marketing. What worked last year may not work this year, and what works this year may not work next year. That’s why it’s important to stay on top of the latest healthcare marketing trends and strategies.

To help you do that, we’ve put together a list of the top 10 healthcare marketing strategies of 2020.

1. Personalized Marketing

One of the biggest healthcare marketing trends of 2020 is personalized marketing. Thanks to advances in technology, it’s now possible to personalize your marketing messages and content to a much greater degree than ever before.

2. Account-Based Marketing

Another big healthcare marketing trend of 2020 is account-based marketing (ABM). ABM is a targeted marketing approach that focuses on key accounts that are most likely to convert into customers.

3. Patient Engagement

One of the most important aspects of healthcare marketing is patient engagement. In 2020, there will be a greater focus on engaging patients through digital channels such as social media, email, and text messaging.

4. Content Marketing

Content marketing will continue to be an important healthcare marketing strategy in 2020. The key is to create high-quality, informative, and engaging content that will help you attract and retain patients.

5. Search Engine Optimization

Search engine optimization (SEO) will continue to be an important healthcare marketing strategy in 2020. The key to success is to create keyword-rich content that is optimized for the search engines.

6. Social Media Marketing

Social media marketing will continue to be a powerful healthcare marketing tool in 2020. The key is to use social media to build relationships with patients and create a community around your brand.

7. Email Marketing

Email marketing is another important healthcare marketing strategy that will continue to be effective in 2020. The key is to create email campaigns that are targeted, relevant, and engaging.

8. Pay-Per-Click Advertising

Pay-per-click (PPC) advertising will continue to be an effective healthcare marketing strategy in 2020. The key is to create ads that are targeted and relevant to your audience.

9. Referral Marketing

Referral marketing is a powerful healthcare marketing strategy that can be very effective in 2020. The key is to create a system that incentivizes patients to refer others to your practice.

10. Traditional Marketing

While digital marketing is taking over, traditional marketing techniques such as print advertising, direct mail, and television advertising will still be effective in 2020. The key is to use these techniques in a way that complements your digital marketing efforts.

Keep these healthcare marketing strategies in mind as you plan your marketing efforts for 2020. If you need help getting started, contact a healthcare marketing agency.

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healthcare marketing

The Importance Of Marketing In The Healthcare Industry

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The Importance Of Marketing In The Healthcare Industry

There’s no question that marketing plays a vital role in the success of any business, and the healthcare industry is no different. In fact, given the highly competitive nature of the healthcare industry, effective marketing can mean the difference between success and failure.

The first step in any successful marketing campaign is to identify your target market. Who are you trying to reach with your marketing efforts? Once you’ve answered this question, you can begin to develop a marketing strategy that will resonates with your target audience.

The next step is to create a strong branding strategy. Your brand is what sets you apart from your competitors, so it’s important to make sure that your branding is on point.Your branding should reflect the values of your organization, and it should be consistent across all of your marketing materials.

Once you have your target market and branding strategy in place, you can begin to develop your marketing mix. This mix will include the various marketing channels that you’ll use to reach your target market. Some common marketing channels in the healthcare industry include online advertising, direct mail, public relations, and events.

Finally, once you have your marketing mix in place, you need to make sure that you’re tracking your results. This will help you to see what’s working and what’s not, and it will allow you to make necessary adjustments to your campaign.

Marketing is essential to the success of any healthcare organization. By taking the time to develop a strong marketing strategy, you can ensure that your organization is on the path to success.

The healthcare industry is one of the most important industries in the world. It is responsible for the health and wellbeing of billions of people. Marketing plays a vital role in the healthcare industry. It helps to raise awareness of the importance of health and wellbeing and encourages people to take action to improve their health.

Healthcare marketing can take many different forms. It can be used to promote healthy lifestyle choices, to raise awareness of health risks, to encourage people to get vaccinated or to take up screening tests. It can also be used to promote the work of healthcare professionals and to encourage people to use particular healthcare services.

Healthcare marketing is a complex and challenging task. It requires a deep understanding of the needs and motivations of different groups of people. It also needs to be sensitive to the often sensitive nature of health issues.

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healthcare marketing

The Impact Of Marketing In The Healthcare Industry

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The Impact Of Marketing In The Healthcare Industry

In a world where the average person is bombarded with over 5,000 marketing messages each day, it’s no wonder that healthcare marketers have to work hard to cut through the noise and reach their target audiences. But what exactly is healthcare marketing, and how does it differ from traditional marketing?

Healthcare marketing is the process of creating and executing a plan to promote a healthcare product or service. This can include everything from developing a new marketing strategy to creating and placement of advertising, public relations, and social media campaigns.

While the goals of healthcare marketing may be similar to other industries (increasing awareness, generating leads, boosting sales), the strategies used to achieve these goals are often very different. This is because the healthcare industry is heavily regulated, which means that healthcare marketers have to be very careful about the claims they make and the messages they send.

In addition, the healthcare industry is complex, with a wide range of stakeholders, including patients, doctors, insurance companies, and government agencies. This complexity means that healthcare marketers have to be very strategic in their approach, carefully crafting messages that will resonate with each of these different groups.

Despite the challenges, healthcare marketing can be extremely effective. When done well, it can help healthcare organizations to achieve their business goals, while also making a positive impact on the lives of patients.

If you’re interested in learning more about healthcare marketing, we’ve put together a list of resources that can help.

The healthcare industry is one of the most important and largest industries in the world. It is also one of the most complex and rapidly changing industries. This complexity is due to the many different types of products and services that are offered, the numerous regulations that govern the industry, and the constantly evolving technology.

The healthcare industry is also one of the most competitive industries. There are many different types of healthcare providers, from large hospital systems to small clinics, and each one is competing for patients. Marketing is a critical tool that healthcare providers use to reach and engage potential patients.

Healthcare marketing has evolved significantly in recent years, thanks to the growth of digital marketing and the rise of social media. These changes have made it possible for healthcare providers to reach a larger audience and to better target their marketing efforts.

Digital marketing in healthcare has a number of advantages. It is more cost-effective than traditional marketing methods, it is more targeted, and it provides healthcare providers with a way to track and measure results.

Social media is also playing a big role in healthcare marketing. It provides a way for healthcare providers to connect with potential patients and to build relationships. Social media can also be used to promote health awareness and to educate patients about healthy living.

The impact of marketing in healthcare is evident in the way that it is changing the way that healthcare providers reach and engage with potential patients. Marketing is no longer a one-way street; it is a two-way conversation. Healthcare providers who embrace digital marketing and social media will be well-positioned to succeed in the new healthcare landscape.

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