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.