Misleading Advertising In Healthcare Marketing

Can a terminology change help you combat misleading Healthcare Marketing from competitors?

There is a particularly interesting debate ongoing on marketing in healthcare. Particularly marketing in services that are seen as non-core such as hearing healthcare, cosmetic surgery etc. Right now on LinkedIn there is a lively debate about misleading marketing. The debate is centred not around marketing that is false outright, but more about marketing that is slightly misleading.

We are all aware in our profession of the adverts of top of the range hearing aids at low low cost. Of course often the hearing aids are top of the range, but top of the range of legacy aged technology. So the argument is that the advert is truthful, the aids are in fact top of the range technology. The issue is that our Patients are not necessarily knowledgeable when it comes to platforms, their ages and technology levels. Just as in other fields, Patients need to trust us as healthcare professionals for proper advice and honest information.

The trouble is, how do you honestly pitch an advert like this as part of you healthcare marketing strategy. The offer still has value, a legacy top of the range product at half the price it was on introduction is a good deal. So the premise, the meat of the marketing is not a bad thing. The pitch is the misleading or some would say deceitful element. In fashion we have new season and old season. In electronics we have clearly recognisable new and old stock.

In healthcare marketing we have not traditionally utilised a similar concept. Is it time we considered a similar approach, is it time we introduced last season and new season? Of course the terms that would need to be used would have to be clearly thought out. The usual suspects would continue their marketing but for others who have felt at a disadvantage until now, this could be an opportunity. This could be a way to level the playing field for them, they could market legacy products at similar pricing without the associated guilt and the nasty taste in their mouth.



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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