Healthcare marketing is not advertising. Do you know the difference? Marketing and advertising are not synonyms. Marketing requires research to solve the problems of your patient. In this episode we discuss the importance of marketing in healthcare and medicine.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Advertising vs. Marketing.” You can find us on iTunes.
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At first glance, “marketing” and “advertising” might be synonyms. They are not. Advertising in healthcare is still awkward, but healthcare marketing is necessary…here is why.
Here are some terms we use on the episode:
Advertising – calls attention to a good or service usually with print ads, banners or commercials. There is no target audience or focus.
Marketing, in healthcare, involves understanding (through market research) the needs or problems of your patients AND then providing a solution. Marketing may then involve advertising.
Market research involves the process of investigating and defining a problem or need. This could be achieved as simply as having a suggestion box.
Service is the value we provide to our patients. Most of us provide the service of healthcare.
What is Healthcare Marketing?
Marketing, in healthcare, involves understanding (through market research) the needs or problems of your patients AND then providing a solution. Marketing may then involve advertising.
A simple example of healthcare marketing can be seen in weekend and evening office hours. As a result of marketing research, you understand your patients can not easily make appointments M-F from 9-5. Thus, you open extended clinic hours in the evenings and weekends. You may advertise your new hours in your newsletter or such.
Problem: Patients need convenient office hours.
Solution: You offer evening and Saturday appointments. In doing so, your office becomes more valuable than your competition who do not offer extended hours.
We will talk about the importance of coming to understand your patients needs and the value you can provide by meeting this need.
Patients Want Answers
Patients are forever searching for answers to health related questions.
It’s a simple “win-win” for healthcare providers. Patients have questions and we (as authorities in healthcare) provide the answers. It’s an easy straightforward way to meet the needs of your next patients.
As any savvy marketer will tell you, providing solutions to your patients needs (online) produces tremendous value for your next patient and is the first step to engaging them to become your next patient.
Personal Transparency
Russ and I are big into transparency. This does not mean you have to divulge any personal information, but it will be tremendously helpful if you take the time to inject some tidbits of “who” you are on your website vs. “what” you are.
You may also choose (and we suggest you do) to give some insight as to why your practice and how you practice.
These elements of transparency can speed up the development of the “doctor-patient” relationship!
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All the best!
Russ…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social
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