In a world where patients are bombarded with marketing messages at every turn and healthcare consumerism is now the new normal, making sure your prospective patients can find you is mission critical.
Ensure your brand doesn’t get swallowed up in the white noise by tailoring your marketing approach for your telehealth brand to reach your ideal patients.
Want to make sure your marketing messages aren’t “muted” by your prospective patients?
Here are the four questions you need to be considering to turn up the sound on your marketing message:
- Is your brand differentiated in the market? You want your telehealth brand to instantly stand out from the crowd and to do that requires not falling into the same old marketing traps. Our research shows that large healthcare organizations all use one of six messaging themes to represent their brands: Community Orientation, Medical Innovation, Patient Focused, Comprehensive Care, Award Winning, Religious Based. The key to true differentiation is to move beyond these six themes and find innovative ways to immediately convey what makes your brand different. This could be related to the patient experience, ease of use, or other health-specific outcomes. When you focus on your unique benefits, it allows you to hone your marketing messages to be highly specific and targeted to your ideal audience.
- Are you causing brand confusion? Offering a wide range of products and services, that may be under different sub-brand umbrellas can inadvertently confuse current and prospective patients. It is critical for patients to understand how to engage with each of your brands, and, more importantly, what each brand offers or represents. To do this, ensure you have distinct brand voices and patient experiences that set clear expectations for receiving care from your telehealth brand.
- Are you telling your “why” in a compelling way? How you tell your brand story is important in attracting new patients. Although sharing your company’s accolades can help to build credibility, it doesn’t effectively convey why a patient should come to you over your competitor. Leveraging patient testimonials and statistics such as “99% of our patients recommend our services to a friend” are ideal to instantly convey to new patients the quality of the brand experience and care you provide. It’s important to go beyond “flowery” language and truly communicate the tangible benefits that your patients can expect when they use your services. It is through this language that you can make it clear “why” they should choose your telehealth brand.
- Are you reaching them where they are? Crafting the right marketing messages are just part of the battle. It’s equally critical to have your messages on the right platforms, at the right times to reach your patients when they are looking for services you can provide. Not only does this help you amplify your message, but it enables you to capture your audience at the precise moment when they are ready to act.
Breaking through the marketing clutter is not for the faint of heart. However, when you’re clear on what you need to do and have a plan of action in place to strategically position your telehealth brand, then you can rise above and be heard. The key will always be in creating highly-compelling marketing messages that are benefit-driven and written to immediately resonate with prospective patients.