Many public relations agencies shy away from healthcare companies – in such a competitive, highly-regulated market, healthcare communications can seem intimidating.
Not at Marketing Maven. Our seasoned experts are well-versed in the healthcare market. If you’re looking to take your company to the next level, follow our five tips on healthcare communications.
- Begin with branding
As with every client, branding is key to an effective marketing strategy. In a dense, dynamic field such as healthcare, your company will need to work twice as hard to ensure that it has its own identity in the market. Reputation and awareness begin with an effective branding strategy.
Meaningful branding is a powerful tool to set your company apart from the crowd. By expressing the right message at the right time, you can begin blazing new trails within the healthcare industry.
- Take advantage of tradeshows
Tradeshows are an excellent means of publicity for your company. Set up an engaging booth with branded marketing materials, such as informational brochures or pamphlets, trinkets, product displays, or even videos, if applicable. Not only is this a golden opportunity to network, but this is also a strategic method of coordinating meetings with media outlets in attendance.
Pro Tip: Marketing Mavens are seasoned vets at tradeshows. Check out our Top Tips for First Time Tradeshow Exhibitors blog for more helpful hints.
- Build doctor referrals
Yes, your company may have a fantastic product or service. Unfortunately, that doesn’t mean doctors will readily refer you. In healthcare communications, professional referrals are largely based upon the relationships you’ve built.
To build brand awareness and saturation in the market, you’ll need to build and maintain professional relationship with doctors, hospitals, and practices.
- Mind your audiences
Crafting an effective strategy for your healthcare company includes the consideration of all of your audiences. For instance, if you are a medical device manufacturer, you’re not only targeting your potential patient, you’re also targeting the physician that would use your device. Your campaign must address both audiences in order to provide the necessary information to, as well as entice, each audience.
- Find the appropriate media outlet
Chances are you’ve already dealt with your fair share of news organizations, radio stations, and television networks, securing publicity for your company. However, it is important to note that when it comes to healthcare communications, different aspects of your business will appeal to different platforms.
For instance, receiving approval or clearance by the Food and Drug Administration (FDA) or beginning a new clinical trial are both examples of hard news events that can entice media coverage. On the other hand, publishing advancements of heart medications during American Heart Month is a timely – and valuable – tactic to provide your company with effective news coverage.
With the right approach, healthcare communications can be an effective method of growing your business. If you’re feeling like you can use help with your strategy, contact Marketing Maven to collaborate.