Back to the basics: Health Care Marketing Revisited

The more things change.

Marketing communications is in a constant state of flux. From traditional media to new media to social media to whatever’s next, there’s always something new and different. Just trying to keep up can make your head spin.

And, it’s important to keep up. Especially when it comes to finding your prospects at the times and places that will foster effective communication. But when it comes to actually communicating with them, the old saying holds true: the more things change, the more they stay the same.

People are still motivated by the same things that have always motivated people. That hasn’t changed and never will change. Once you grasp that simple concept, you will continue communicating effectively with your target audience through all the chaos and confusion that comes with constant change.

Maslow’s “Hierarchy of Needs” is still relevant. Appealing to self-interest still resonates. Psychology still applies. And the importance of creativity never wavers.

A well-planned, well-executed marketing communications campaign will work for you, whether it shows up on an old-school freeway billboard, one of the online digital variety, or both. And it will be effective wherever else your audience finds it—if you remember, in the midst of a changing world, to appeal to those aspects of humanity that never change.

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Next time: How to sound good while saying nothing.