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.