Need the skinny on marketing strategy from a wellness writer?
It’s that time of year again. Time for making overly enthusiastic plans about getting a gym body and more importantly looking to the future and making plans for your healthcare business.
Perhaps you’re a doctor turned entrepreneur looking to start a new enterprise or expand your current practice. Private label supplements anyone? Or maybe you’re bringing healthcare to the millions with an online health business and you want a solid healthcare marketing strategy to attract new clients and turn them into raving fans.
It’s easy to get carried away when you’re thinking about medical marketing. There are so many ways to turn heads. You absolutely must have a robust healthcare marketing plan to make sure that all that time, energy, and hard-earned cash is being put to the best possible use and getting you optimal results.
One thing’s for sure, if you’ve just started or are expanding a business, you’ve already got your hands and diary full. Creating a healthcare marketing strategy may sound like yet another task to add to your continually growing workload.
Well, don’t you fret. As a wellness writer and ghostwriter, I’m going to give you the lowdown on a simple, straightforward strategy you can get started on right away. Now don’t get me wrong, at some point you need to craft a comprehensive medical marketing strategy that covers all bases but using this framework will get your marketing off to a good start.
There are the three essential components you need to cover in your 2021 healthcare marketing master plan.
1. Who are your people?
When you think about your healthcare business, who are the people you’re selling to? The most common answer I get this question is “whoever will give me money.”
And yes, that matters!
But for your medical marketing to be effective you need to narrow it down and get into the nitty-gritty of who your target audience really is and be as specific as you possibly can.
Is your target audience middle-aged women who want to lose weight? Perhaps it’s older men with erectile dysfunction. Or maybe it’s people in their 20’s who want to purchase vitamins and supplements as part of a healthy lifestyle.
You need to think about your peoples’ basic demographic factors but also, and perhaps even more importantly, how you solve their problems. What keeps them awake at night? What is it that you provide that can make their lives better?
Knowing this information helps you to define your target audience and then tailor each and every one of your healthcare marketing materials and content to resonate with them on a deep emotional level.
2. What marketing channels do they use?
So now you know your people are the next task is to work out the best way to reach them. And may I suggest health and wellbeing copywriting as the foundation?
There’s no point in spending money on a magazine ad to reach people who never read printed material. Likewise, paying for Facebook ads for an audience of older people may not pay the dividends you expect.
There are more marketing channels now than ever. There are Google ads, Facebook ads, traditional adverts in newspapers and magazines. Then there’s my personal favourite, content marketing. Marketing channels are your way to get your healthcare brand story out into the wide world. Be sure to choose the ones that make the most sense for your business and your audience.
You don’t need to use each and every form of marketing. We’re already assuming you have a healthcare website of course! The most important thing is to customise your medical marketing efforts to the channels that should reach your target audience.
3. What marketing initiatives should you use?
Simply put marketing initiatives or activities are creative ways to get the word out and get your health brand exposure.
You need to consider which channel you’re using and then design your marketing initiatives.
Within each channel there are many different options. For example, with content marketing you could regularly publish content to your healthcare blog or record some dynamic videos to upload to YouTube. Don’t forget that you can repurpose your health and wellbeing copywriting and content and use it in your social media.
Always consider your target audience when you’re planning a new initiative. You should combine content and posts that educate, entertain, and spark emotion.
So that’s my five-minute guide to a starting point marketing strategy. If you’re a budding health entrepreneur, it will get you off the ground and you can tweak and embellish your strategy as you learn more.
The most essential thing with a marketing strategy is to know who you’re talking to so your message resonates with them, and you can empathise with the problems. Once your people think “wow, this person knows exactly what I’m going through!” they’ll be queueing up for your magic.
If you need a partner to help you with your healthcare marketing strategy, then you can’t go wrong with a wellness writer. Tackling healthcare content and wellness writing is a big ‘ole task. Let me help.