We live in a world of flaccid me-too medical marketing, where hospitals and doctors trade bragging rights over the latest whiz-bang device or treatment. A world where TV stations and billboard companies are happy to take your money to run ineffectual medical marketing that leaves ordinary people (you know, those people you’d like to get as new patients) unconvinced. Or even worse, apathetic.
Looking for inspiration to take your medical marketing materials to a new level? Incorporating a few ideas from late night infomercials might be just what you need. I’m not suggesting your hospital or medical practice start running commercials with flashing phone numbers and a hyped up announcer shouting “Call collect! Call direct!”. But if you want your next healthcare organization marketing plan to deliver results, it couldn’t hurt to take a few hints from the folks who live and die by results.
Let’s be honest: none of these tips are the holy grail of advertising. If you’re a student of marketing, you’re aware of many, and maybe all of them. They are truly fundamental. But when your game is off — you go back and study the fundamentals. Read these tips, and think about how you could use them to make your medical marketing more effective.
First of all, the people you’re appealing to only listen to one station: WIIFM. If you want new patients to take notice and respond to your message, you’ve got to play it on the only station that matters: WIIFM – What’s In It For Me. You’ve got to showcase the unique selling point of your medical practice or healthcare system quickly, and then quickly explain why it matters to them.
More You, Less We. Reduce the ‘WE’ (as in “WE now offer Cyborg Knife Gamma-Ray Surgery, the most cutting-edge surgery known to modern man.”) and replace it with more ‘YOU’ (as in “YOU will have a smaller incision, less pain, and a speedier recovery with Advanced Cyborg Knife Gamma-Ray Surgery.”). When you get people to picture how your health care system will make their life better, you’re well on your way to having a patient for life.
Words Matter. They matter a lot. Keep your unique selling proposition short. Use as few powerful words as you can. Use language that will be easy for regular people to swallow. Then repeat as necessary until maximum results are achieved. This tip alone will help you stand out from the sea of medical blather out there.
Harness the Unbeatable Power of a Dramatic Demonstration. You will never see an effective infomercial or DR TV commercial that doesn’t put this to use – whether it’s a man soaking up a liter of cola with a a high tech cloth, a duffer who can now smash a golf ball straight up the fairway, or the before and after pictures for weight loss products. The sheer power of a dramatic demonstration can’t be overstated, or underestimated.
If Advanced Cyborg Knife Laser Beam Surgery results in a smaller incision and a scar that no one will notice – show people how insignificant the scar will be. If it helps people get on the road to normal life quicker, show a man or woman on the golf course a few short days after surgery. Every successful Direct Marketer understands this simple fact: In the battle for mindshare, a dramatic demonstration is the ultimate weapon. Yes, seeing really is believing…it’s human nature.
I’ll share more tips with you later to use as you execute your healthcare organization marketing plan. But for now, let me leave you with a vital one: Don’t forget to tell your patients how you want them to respond – then make it easy for them. If you want them to call and sign up for a free health screening or guide, tell them, and show them the number. Don’t try and hide it – make it easy to read, and leave it on screen long enough for Grandma to go get a pencil and paper and come back to the screen. You know how you want people to respond to your marketing – make sure you tell them. After working so hard to make medical marketing materials with real impact, don’t lose it in the inches here.
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