A Formula For Healthcare Marketing?

Is there a formula you can follow for healthcare marketing?

By Geoffrey Cooling

Legacy Healthcare marketing

What if there was a simple formula for advert deployment in your healthcare marketing that would reach successive generations of our prospective Patients? What if it was actually as simple as looking at the psychology of formulation of awareness of general advertising? Let me explain, the story starts a long long time ago, hey I am thinking of going into children’s fiction, you think your kids are traumatised now? But in any way, the story does start quite a while ago, I was involved with a retail hearing healthcare business. The business did some AB testing on news media advertisements to metric return on investment rates.

One of the adverts was modelled on legacy adverts, adverts that looked like they would be at home in a late fifties early sixties news paper. I believe I called it the fifties reject. The second advert had the same call to action but was deployed in a sophisticated modern manner. Guess which advert won the test? You got it the reject from the fifties. I considered why for quite a while, the adverts had exactly the same call to action, exactly the same wording. But one did much better than the other?

After much thought, I came up with a hypothesis, a hypothesis that I would like to share and hopefully debate with you. I considered our demographic, the people we were trying to entice and indeed the people who responded to the advertising. They were obviously of a certain age and a certain generation. What interested me though was that the female responders tended to be younger than the males. First I considered that perhaps women habitually take care of themselves in a much better way than men. They often attend a healthcare professional for an issue long before a man would.

But that did not really answer the question as to why more were spurred to answer one advert over the other. Than I thought about the age of the people who responded, that’s when I began to have an idea. It was the age disparity between the men and the women that did it. Men I feel become aware of advertising during their middle to late twenties. Before that time men don’t necessarily really take notice of advertising in general. However, women tend to be earlier consumers, they take notice of advertising at an earlier age, perhaps in their late teens.

I know these are generalities, but bear with me, when you become aware of something as powerful as advertising. The first period involves the formulation of your ideas around that subject. In other words what is a good advert and what is a bad advert, what type of advert stands for trust and quality and what doesn’t. What if it is that simple, what if all you have to do to attract a particular generation is research good general advertising from the years when their ideas were formulated? Then deploy an advert in the style of adverts that were judged to be good adverts? The style of advert that stood for trust, quality and professionalism?

What if it was that simple, what if you could deploy your healthcare marketing to a formula. Thank you for accompanying me on my navel gazing. I promise to warn you of any other such adventure in the future. But I would appreciate your feedback on this one.

Regards

Geoff 

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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.

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