Digital Marketing for Healthcare Professionals
A curated list of online resources and web applications to jumpstart your digital marketing efforts
A curated list of online resources and web applications to jumpstart your digital marketing efforts
Have you ever wondered what it is like to look at earth from the space station.
In marketing language we call it the “top-down” approach which is what it literally means.
You get the astronaut’s perspective of what’s going on down there and not really helpful while planning a marketing campaign.
What you really need is a “down to earth” perspective to understand the customers who are the actual patients (healthcare scenario) that walk into the outpatient clinics or emergency rooms every day. If you can effectively address this target audience then 50% of your job is already completed.
OK let us start at the beginning
Statistically speaking many folks who are recruited by hospitals to lead their marketing or business development teams are actually not from any of these backgrounds. It is very common for people with little or no marketing skills to somehow end up on this side of the equation as the hospital HR probably only considered relevant experience and ignored all basic training. If you fall into that category then don’t worry (so am I) and this article is written for ease of understanding for everyone.
In the video above we see the classic case of customer dilemma in choosing the right product from among two top contenders— PS4 and Xbox One
This is just the tip of the iceberg. The real problems are deep rooted in the human psychology where there is a constant tug of war between the right and left hemispheres of the brain on how to interpret the visual cues versus the analytical processes.
ZMOT
There is this popular concept of “Zero Moment of Truth” that is propagated in the marketing world. The customer already knows what he/she wants and most often they arrive at a conclusion based on prior experience, knowledge gathered from peers and other sources, online research etc. So what we really need to do is to identify the people who are already out there in the world looking for solutions and your could be on the top of their wishlist.
FMOT — First moment of Truth — when they actually see the product/experience the service
SMOT — Second Moment of Truth — post consumption effect on the consumer
Customer Loyalty — when there is no need for all this steps and the customer keeps buying stuff from you always
That’s marketing in a nutshell — but there is more to it than just fancy words
In healthcare, we strongly believe in trust and gaining the trust of the customer is of paramount importance. The customer is usually a patient with a problem/disease looking for immediate solutions (diagnostics, treatment, medicine, etc) to tackle this disease or other related issues. So there is urgency in the whole process which if taken advantage properly by understanding their needs it can work miracles.
I want to write a part-2 for this article so I am wrapping it up here…
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