Healthcare marketing tips that seem basic rarely are in such a regulated industry. Here are five more marketers may not have considered until now.
On April 27, Paul Bullock writes for TheDrum.com that he’s got solutions for “Overcoming Marketing Roadblocks in Regulated Industries.”
No. 1: Don’t Assume You’ve Thought of Everything
Sure, healthcare marketers know their industries and the laws governing them.
But, Bullock points out, you’re probably not doing all of the work yourself:
“Remember, education and awareness isn’t just an internal matter — it also applies to every external agency and freelancer you use to assist with your marketing and advertising. If they don’t have a textbook knowledge of the frameworks you need to operate within, there’s a risk of you shelling out for unusable work.”
No. 2: Don’t Take Shortcuts
Workflows exist for a reason, every marketing project manager will tell you.
Bullock says the same and adds, for healthcare marketing particularly, this is essential:
“There should never be occasions where a single stakeholder is able to sign off on a piece of creative, or a marketing campaign approved without agreement from lawyers and other regulatory experts. A consistent, well-thought out approach will streamline the process through your legal channels and avoid your campaign start dates and ROI being delayed.”
No. 3: Be an Effective Storyteller
Use each channel according to the regulations governing healthcare marketing, but keeping the message consistent doesn’t mean you can’t build on the story in each channel.
“When you are operating in a world of tight rules and restrictions, it is even more important to ensure that a slick and consistent story is told across all of your marketing channels. This enables each separate marketing channel to draw on the success of others, helping to mitigate the impact of restrictions in individual channels.”
No. 4: Rank in Search by Being Creative With Keywords, But Not Illegal
So certain words are banned outright for healthcare marketers? That’s fine.
“Tactics — such as cleaning up the links on your website, tagging all visual content, and, of course, identifying and replicating the existing high-performing keywords on your site — are all helpful.”
Plus, there’s the benefit of what so many consumers do: “OK, Google: Why am I sick?”
Bullock says healthcare marketers can answer questions and “take control of the narrative by providing an affirmative answer.”
No. 5: Be Prepared for the Worst
Don’t be caught off-guard by a brand crisis, healthcare marketers.
“Preparing a crisis communications strategy for dealing with potential marketing emergencies, as well as a softer strategy for responding to lower level public criticism, is a sensible rule of thumb for all regulated businesses. While a precise approach will, of course, be built on your own brand personality and values, principles of clarity and integrity apply to all brands.”
What do you think, marketers?
Please respond in the comments section below.
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