A row of white pills highlighting advertising in healthcare

What Goes Into Advertising in Healthcare?

The healthcare industry is one of the most important industries in the world. It’s also one of the most competitive with so many different services available across practitioners. It can be difficult to set your business apart from the rest, but enlisting in the services of a marketing agency is a sure-fire way to reach the public.

ON Advertising is one of Arizona’s top advertising agencies with experience in getting the results our clients require. We work with a wide range of businesses, including those in healthcare, hospitality, restaurants, CBD, financial services, and many more. We’re the go-to for quality services and a partnership with us leads to exciting new opportunities. Read our blog post below to learn what goes into advertising in healthcare.

The Impact Advertising Has on Healthcare

Because of its specificity, healthcare marketing is a very unique field of our industry because it uses certain concepts, methods, and techniques specific to both traditional and social marketing. Marketing strategies play an important role in helping medical professionals create, communicate, and provide value to their target market through strong education, empathy, and accessibility for the public at large.

Additionally, it’s up to us to ensure prospective patients know the potential benefits of choosing your practice. Oftentimes, this involves considering patients’ attitudes, judgments, and preferences towards certain brands and procedures. Your marketing partner will determine the best course of action that will resonate with your target patients.

Planning Your Healthcare Marketing Strategy

Use Consistent Healthcare Branding

Just like with any other marketing strategy, having consistent branding is vital to differentiate yourself from your competitors. Creating a brand tone of voice that is uniquely yours will ensure people quickly identify your marketing when they see it. When developing your brand, you need to consider a few things:

What is unique about your services?
What are your services?
What are your competitors doing for their brand?
What kind of environment are you trying to create for your patients?

These are just a select few questions you should be asking yourself when developing your brand. Your marketing agency will conduct extensive research to determine the behavior of your target market and develop an action plan for your branding to attract these individuals.

Have a Strong Digital Presence

Today’s digital-reliant consumers expect every business to have some sort of online presence. And that same mentality goes for medical providers. This isn’t just a simple website launch, it involves much more than that, including:

Social media
Google Ads
Email marketing
Influencer marketing
Search Engine Optimization (SEO)
And many more

Having helped our healthcare clients reach their target market, ON Advertising is strong in all areas of digital marketing. One of the greatest advantages to adopting a digital presence is the ability to pinpoint exactly who and where you’d like to market yourself. We’re very fortunate enough to have the tools and resources to identify, implement, and manage digital marketing activities to reach your target audience.

Understand the FTC’s Role and Regulations for Healthcare Advertising

According to JDSUPRA, keeping patients well informed is a core principle of American healthcare policy, and marketing plays a vital role in getting information out to the public. However, advertising is strongly enforced by the FTC to protect the public from deceptive practices. They created a three-part standard for the determination of a deceptive ad, which includes:

The representation must mislead or be likely to mislead the consumer;
The consumer’s interpretation must be reasonable under the circumstances; and
The misleading misrepresentation, omission, or practice must be material.

The FTC has also created guidelines relating to the substantiation of claims and consumer endorsements; something very relevant in this area of marketing.

ON Advertising Provides Extensive and Effective Marketing Strategies

The team at ON Advertising are masters in developing strategies to ensure your business is seen by your ideal customer. Our talented staff come from different backgrounds and carry unique skill sets to move your healthcare business forward. It doesn’t matter what you’re looking for, we’re here to support you. Visit our services page to learn how we can push your business to new heights.

A healthcare grand opening event where a groundbreaking took place for a new healthcare facility

How to Have a Successful Grand Opening Event

Are you launching a new business venture? Expanding your reach by opening an additional location? If so, one way you can get the word out is by throwing a grand opening event. It’s an excellent way to generate enthusiasm for your business and build a healthy relationship with your community. However, the process and strategy to throw an extraordinary event should not be overlooked. ON Advertising’s event planning team has helped hundreds of businesses turn grand opening ideas into reality. That is why we’ve listed a few things to consider when throwing this type of event.

The Type of Grand Opening You Throw Is Dependent on Your Industry

Just about every business can throw their own celebration to honor their big opening. But, depending on the industry you serve it may look different from events in other industries. For example:

Retail: Typically, grand openings give the public a chance to interact with the retail space, i.e. engage with employees, products, and services. Activities may include ribbon cuttings, giveaways, and special promotions
Hospitality: Similar to retail, businesses in the hospitality industry will work to bring consumers into the location. ON Advertising has helped set up activities involving groundbreakings, ribbon cuttings, and mix and mingles with food and drink
Real Estate: One of the most important goals of a grand opening event for real estate firms is to attract potential tenants and investors. A common practice for this industry is to conduct a press exclusive event, meaning members of the press get first access to the property so they can spread the word on its features. This helps leverage potential tenants and investors to seek the property out to see if it fits their needs
Healthcare: When it comes to opening new healthcare facilities, it’s important to create buzz around the property. This involves a mix of press coverage, social media, and even partnerships with local businesses and non-profit organizations.

Set Goals for the Grand Opening Event

Before planning an event it’s critical to set measurable goals, such as getting a certain number of contact information or reaching specific sales numbers. Additionally, planning out intangible goals, like raising brand awareness, are an important factor in a grand opening event. Hence why partnering with an event planner is important. They will be able to assist you in developing goals that are attainable and offers ways you can reach them.

Plan As Early As Possible

Grand opening events require a lot of time and attention to detail for them to work. Depending on the size of the event, you could be working with several vendors to create an enjoyable atmosphere for guests. For example, if it’s an outside event, you’ll need to book a venue as soon as possible because they typically fill up quickly. Furthermore, coordinating with catering crews, parking staff, security, and other vendors can be a lengthy process.

Before The Event, Establish and Maintain a Presence in the Area

If your location is under construction before your business’s launch, it’s critical to make your presence known long before the lights are turned on. This may involve “Coming soon” signage and sharing flyers, brochures, and business cards to people in the area. Sharing details such as the date of the grand opening, details on the event itself, and what to expect from the business can create excitement for community members.

When planning a grand opening it’s important to use marketing resources to establish your presence in the area. In addition to flyers and coming soon signs, you can use other advertising methods to bring awareness to your event and business.

Radio
TV
Direct Mail
Social Media
Email marketing

Work Out the Kinks Before The Big Day

This is the first impression many people will have with your business, so it’s important to make their experience as positive as possible. To ensure your grand opening goes off without a hitch, you need to get your ducks in a row. The time for trial and error is not during your grand opening. With this in mind, make sure your employees are trained for business and your vendors are prepared weeks in advance to entertain and serve your guests.

ON Advertising’s Event Planning Team Assists in Grand Opening Events

Our team has been involved in just about every type of event imaginable. We’ve assisted in small networking events to large grand opening celebrations. We develop strategies and concepts from scratch to ensure your event runs smoothly and your goals are met. Contact us today and learn how our event planning team can assist in your events.