Medical Businesses: From Print Ads to Multi-Channel Marketing

Medical Businesses: From Print Ads to Multi-Channel Marketing

I went to see a dentist a friend recommended to me last week. His clinic turned out to be at the older part of the city, a place that used to thrive commercially before malls and hotels decided to expand away from downtown. Just as I expected, the building was a little too old school for my liking — it was a throwback to the 60’s with the heavy doors, wood walls, and geometric floor designs. Imagine my surprise when a battery of high-tech dental equipment greeted me. It’s like seeing a rippled, tattoo-covered, ill-dressed guy helping an elderly woman cross the street. It just doesn’t add up at first glance. Then again, technology has caught up with almost everybody and everything.

Up until maybe 15 years ago, marketing materials for health products and services were mostly printed on brochures and pamphlets. Back then, marketing was limited to print and television ads and collaterals — ballpens and paper fans with the names of the hospital or clinic or some over-the-counter drug.

Today, marketing strategies have invaded the virtual world, making it easier to reach potential B2B clients. It sounds just about right, because what else can we expect?

But here’s the catch: the rise of these digital marketing platforms means an increase in online competitors.

Report by Strategy Analytics Advertising Forecast, 2015

Recent Report by Strategy Analytics Advertising Forecast, 2015

This gave birth to Multi-Channel Marketing, a smart integration of marketing techniques that aims to maximize marketing efforts and penetrate all the possible channels to reach business prospects. With the help of multi-channel marketing, we are given more ways to relay announcements and new deals to potential customers without having to go out there and personally pass the information.

But why should a medical businesses go with this kind of marketing?

According to www.pmlive.com,

“Multichannel is much more than a proliferation of channels – it’s an opportunity to look at multiple stakeholders, the experience an organisation creates and understand where and how they interact. To deliver that promise it’s essential that all available channels are integrated.”

This is the best way to communicate with your target market. Considering the fact that every decision maker is relying on these channels, you have a greater chance of talking to them and presenting your proposition. It also means greater chances of generating more leads and closing more sales.

Also, if a business communicates well with their target market, consumers and clients are assured that the company includes customer satisfaction in their goals.

How does multi-channel marketing work for medical businesses?

Let’s assume that you already have a website where you place all the details of your product and your services. Here’s a sample sequence on how to incorporate a simple multi-channel approach to your current marketing campaign:

Example:

1st Channel (Website and Search Engine) : This is when an interested prospect discovers your website through Google and decides to fill out the contact form because he/she is interested to learn more of your product or services. 

We all know that it’s not enough that you drive leads inside your pipeline — the bottomline here is closing the sales. 

Related: From Wannabe to Superstar: How to Do Marketing in Asia

2nd Channel (Phone call): Follow up these leads and respond to their inquiry by using the contact details they provided. Call them to make your offer and make them realize the benefits they could gain. Watch this video and learn how to make prospects buy from you..

3rd Channel (Email): Send them an email with all the details and benefits of your product and services. Here’s how to Make Decision Makers Call Back or Reply to your Email

4th Channel (Social Media): Connect with them on social media.

Marketing Mix By Channels

The one place where the increasing digital dominance wasn’t reflected was in the data about channel marketing mix (see below). Respondents devoted the greatest percentage of their marketing budgets — 13.7% — to professional meetings/conferences.

Sales reps sponged up 13.3% of budgets, sales materials 10.3%, and content/materials development 9.8%. Digital channels lagged behind: Respondents assigned 8.8% of their budgets to websites/microsites, 4.5% to paid digital advertising (versus 7.4% to print/TV/radio ads), and 4.0% to social media.

Ref: www.mmm-online.com

This is why multi-channel marketing works on so many levels — it will never leave a stone unturned. It aims to access all possible ways in communicating the prospects and not miss a single opportunity.

Related: Healthcare Marketing: Selling Products and Services, Creating Awareness

Of course there’s no definite sequence in using these marketing platforms. It always depends on your preferences as an organization and the marketing scheme you are most comfortable with.

Do remember that the most effective way to be able to establish a stable connection with the target market is to identify the prospect’s preferred business time and their communication preferences. Incase, you called them on a bad day, here’s what to do. It is also important that a company should know how to treat their target market accordingly and invest in a good relationship with them.

Sales numbers looking a little pale?

You could probably use a shot of the best

lead generation strategy for medical business! Dial +60 3.2772.7370

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