When it comes to health concerns and touchy subjects such as STD’s, labor and birthing, and vaccinations, you might think that the last place people look to is Facebook and Twitter. However, a recent report from PricewaterhouseCoopers shows differently. In fact, around a third of U.S. adults use social media as a health resource, seeking medical information, discussing symptoms, asking questions, and expressing opinions about physicians, drugs and insurance companies. For medical marketing firms in Scottsdale, this is well known but important information.

 
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Along with increasing health care costs and the growing use of the Internet for marketing and social media solutions, the essentials of healthcare marketing are changing. Hospitals, physicians, insurers, patients, and other players in the healthcare industry must adapt to stay on top of their markets and in front of their consumers. The top trends in health care and medical marketing for 2012 reflect an increase in consumer sophistication, and a shifting landscape in health care delivery.

1. The Rise of the Sophisticated Healthcare Consumer. Today’s technologically savvy consumers are more apt to do their own research when selecting a doctor, investigating treatment options, and making major health care decisions. As more providers recognize this new role for consumers and the impact their requirements and expectations can play in the delivery of health care, the market is shifting from physician-driven to consumer-driven. Patients and potential patients—and their methods of conducting research and making decisions—have become the focus of the most successful healthcare marketing campaigns.

 
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Vaccines, like every other product out there, can either be marketed successfully with a positive brand message, authenticity and consistency, or it can fail with a poor story line and inconsistent plot. Without getting to controversial, I wanted to touch on the subject of how vaccines are marketed and whether the entire industry has been able to follow the marketing basics.

Understanding the Target Audience

If we’ve said it once, we’ve said it a million times; a key element in successful brand marketing is understanding your target market, your demographic. Marketing vaccines is no different.

 
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While we enlist many different forms of advertising and marketing for clients in nearly every industry, medical marketing is something that Quaintise has always had a keen knowledge of. Every industry is distinctive, and requires unique marketing strategies that not only cater to the industry, but the client’s brand as well. Medical marketing comes with unique challenges, but also provides amazing opportunities. In this case, I’d like to dive into medical marketing online, and the simple steps that you can take to increase online brand awareness.

Medical Search Marketing

With many years in the medical search marketing field, we’ve become familiar with the marketing techniques that provide the highest results. Every brand, no matter what industry, needs to increase their online brand awareness to amplify their overall brand presence. With an integrated marketing plan, online strategies such as search marketing, online reputation management, social media marketing are essential. The 5 steps provided below are the foundation to a great online presence.
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Selecting the right medical marketing and advertising group can be a difficult decision. You’re putting your business, your baby, into the hands of someone else who might not understand what this business means to you. Whether you’ve grown it from the ground, or just took it over, marketing and advertising your business depends a great deal on the expertise of the marketing professionals, the trust that you have in them, and the understanding that they have of your business brand.

The Foundation

When you buy a home, everything that home is built on rests upon the foundation. If the foundation cracks, so does the walls that support the frame and everything can come tumbling down. That might sound a bit dramatic, but in reality medical marketing and business branding are no different. Your business must have a strong foundation, a strong brand image, and the medical marketing agency must completely understand what that foundation is made of.

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OB/GYN Marketing is very different than many other medical marketing disciplines, simply because the target audience is so specific and the topic can be a little bit delicate. You don’t want to overstep any subtle boundaries with your content and social media efforts, and yet you must compete in the world of medical marketing by growing your online brand. So, what do you do?

Authenticity in Brand Marketing

When it comes to the sensitive issues that OB/GYN’s and their patients face, the absolute greatest marketing strategy that you can employ is complete authenticity. A genuine conversation, blog, interview or video will do far more for your brand image than a hundred technical, informational articles. These technical, informational marketing articles are incredibly important to establish your OB/GYN practice as the most knowledgeable in Arizona, but an honest and genuine presence will increase brand trust, and thus increase referrals.

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Do you know where the target market for your patient base is? Who are your patients and how far do they travel to get to your OB/GYN office? Is your practice the only game in town or are there myriad medical choices? Because of the competition in the medical industry your practice may face challenges in its attempts to stay ahead of the competition. To remain viable your practice must not only retain current patients, but draw in new ones.

If you find that your patient base is dwindling, now is the time to step back and determine the reasons why. Is there more competition now that there was before? Has your patient base aged-out of your services? Is your office no longer in the business center of your community? Does your practice accept all of the health care plans and programs that it did in the past? After you’ve looked into the reasons your patient base might not be as strong as it once was you can address it and implement a marketing strategy.

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Healthcare marketing is a growing field, which is a wonderful thing if you are at the receiving end of the marketing benefits. However, as reimbursement rates decrease, healthcare discussions rage, insurance premiums strike the middle-class, and competition rises even as the market remains unstable, your best bet is having strong practice representation.

At Quaintise, our highly skilled team of branding and marketing professionals has extensive experience in OB/GYN marketing, dermatology marketing, plastic surgery marketing, and medi spa marketing, all decidedly competitive and yet fundamental practices of modern medicine.

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Determining and creating your company brand is the single, greatest business decision that you will ever make. The brand can make or break your business, and a consistent brand can build unconditional trust between an audience and a product or service. But if done poorly, or changed along the way, the inconsistency can backfire and your company could ultimately pay the price.

In June of last year, General Motors sent probably one of the most important employee memos out to every member of its Detroit headquarters. This memo was no ordinary business statement; it was monumental in the eyes of all who follow brand marketing. Read rest of this entry >>

The downfall of every business is the race to the top. Unprepared runners run out of energy, strength and determination before the race ends, failing at completing their goal or sluggishly crossing the finish line with nothing to show for it. Marketing your business is no different than running a marathon, you have to be prepared, know how you’re going to run, and be consistent the whole way through.

Delivering a consistent brand message starts with one thing; the preparation and foundation. Read rest of this entry >>