How to Differentiate in Healthcare Marketing
- Posted by Julia Shea on December 17th, 2007
filed in Healthcare Marketing |
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Mirror, mirror on the wall…what makes us different from them all?
Coming up with a real differentiator in healthcare can be daunting. How do you differentiate from all the other healthcare ads with happy, healthy-looking people doing happy, healthy-looking activites? Or the stethescoped docs looking professional and caring? Or the carefully crafted overmix of high tech with high touch? (I’ve never met a healthcare client who didn’t want both.)
By taking a long, hard look in the mirror to come up with the most original, unique truth. Just like humans or snowflakes ( I live in Michigan), no two hospitals or health organizations are exactly alike! Which is what makes our lives as healthcare marketing professionals so exciting! We have to don our detective hats and delve for that “first”, “most”, or innovation, whether it’s related to product, volume, research, treatment approach, doctors, nurses, staff, facility, access, price, etc.
After specifying what makes you pleasingly different, it’s time to define the “True Connection”. If that sounds like relationship lingo to you, you’re absolutely right. We can’t just spout features and hope to be heard. The messaging must emotionally connect with our target.
Where I work, no job gets through the door of the Creative Department without a thoughtful definition of the True Connection. Our 1-page creative brief boils down the key strategic facts culminating with this magical statement, which is the basis for communication that is noticed and heard. You worked hard to find it. Be sure your differentiator looks the target right in the eye to make that memorable True Connection.