As the saying goes, marketing is delivering the right
message, at the right time, to the right audience.
In the age of COVID-19, this
‘instant’ relevance is even more essential when advertising to physicians and
health care providers. A product or service must be applicable to current
market needs, reasonably accessible, and relate back to common experiences. Since
many traditional avenues of marketing aren’t necessarily part of a doctor’s daily
routine, try these effective techniques for successful marketing to physicians.
1. Time is Limited;
Don’t Bury the Lead. Health care providers generally don’t have a lot of
down-time – especially right now. If you want your sales message to speak to
them, get right to the point. Doctors are generally on the go from one patient
to the next, all while juggling paperwork, managing staff, teaching clinics and
other responsibilities. Consider using brief messaging that can be easily
delivered and understood on a mobile device. Be up-front about how to quickly
access what you’re offering. Highlight the value it can add or the help it
2. Meet Doctors Where
They Are. Doctors rely on their phones and tablets much more than
conventional desktop computer setups. Make this a focus when developing your
advertising strategy. Build digital campaigns that are mobile friendly and
easily responsive across all devices. Target places where health care providers
spend time outside of the exam room – social media networks, professional
associations, and medical publications are an excellent start.
3. Support Staff are
Your Backstage Pass. Business operations often require a team effort. This
is especially true for medical practices and doctor’s offices. These facilities
all employ practice managers, front desk staff, nurses, physician assistants,
and more – to work in coordination to keep a practice running smoothly. This
support network can be overlooked by shortsighted marketers who want to target
the business “decision-maker.” The truth is, practice staff often have more
influence with a doctor than anyone else, and can be a powerful resource when
they know and trust your brand.
4. Thought Leadership is Key. In a
world saturated with advertising and sales messages, you can stand-out by being
a true source of knowledge. Break through the noise by providing health care
providers with useful information and expertise about your company, industry,
or even your competitors and possible alternatives to your product. Becoming a trusted
and reliable resource before you make a sale is a great way to ensure doctors
want to work with you in the future.
5. Personalize Your
Message. Health care providers work in all types of settings: urban, rural,
large hospital, solo/small practice – so there is no “one size fits all” strategy
for successful marketing to this demographic. However, you can optimize your
chances of being seen by targeting and personalizing your message more directly.
Consider whether your target audience is the doctor who runs his or her own
practice, or the one who works in an employed setting like a hospital or
university system. These factors generally make the biggest difference in how
relevant your service can be within a health care team’s daily routine.
For more tips and information on how to reach Texas
physicians, visit www.texmed.org/Marketing.