Back to the basics: Health Care Marketing Revisited
What are you about?
Last time, we talked about awareness. Because if people don’t know who you are, you will never create a connection with them.
Awareness is the first—and most important—step in establishing an ongoing relationship and lasting loyalty. But it’s only the first step.
Once they know your name, and are familiar enough with you to listen to what you have to say, you must let them know what you’re all about.
Sure, you’re a hospital. Or a clinic. A service line. A medical equipment supplier. A provider. A treatment program. Or someone—anyone—else involved in helping people attain and maintain optimal health. It seems simple enough.
But don’t be fooled by the assumption that with awareness comes understanding.
The simple fact is, most people, most of the time, won’t pay much attention what you do and how you go about it. That changes, of course, when they need what you offer. At that point, nothing is more important to them.
And when that moment arrives, you’ll be in a much better position to further a relationship if you’ve spent time (and money) informing and educating prospects. Plant a seed, create a memory, stake out a tiny corner of their minds. Then, when they want what you have, they’ll remember you’re the place to get it.
Beyond that, if you’ve done your job properly, they’ll be comfortable coming to you for help because you’ve convinced them of your expertise, your ability, your understanding.
Then, and only then, you’ll be on the way to the kind of relationships that lead to success.
Next time: Who are you talking to?
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