Adding some “action” beyond your healthcare messaging


We message about our hospitals, our doctors, our service lines, our technology and our achievements. Campaigning about us.

But these chest-pounding healthcare marketing messages no longer cut it for your customers. The information they need and want has changed. The basis for their decision-making has changed. No longer passive followers, they yearn for marketing that matters – to them.

To make your outreach more appealing, consider that your actions speak louder than your words. Focusing less on you and more on enriching the lives of your customers.

Help them achieve what they can’t on their own. Help them make better and more informed decisions by providing them with the information and resources – articles, videos, blogs, testimonials, interactions, communities, contributions – they’re actively seeking out as part of their decision-making process.

Here are four examples that we like:

1. Patients Like Me: where patients find others just like them, share their treatment experiences, and learn from others just like them.
2. Being Girl: where young women get all the information, advice and tips they need about being teenage girls.
3. Walgreen’s Take Care Clinics: delivering ease of access and transparent pricing through convenient-care clinics inside drugstores.
4. Huggies MomInspired Grant Program: awarding up to $15000 to women to further the development of innovative products that make life easier for parents so that they can better enjoy everyday moments with their children.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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