Does your healthcare marketing really matter? It can.

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Do your prospective customers deserve better marketing? Only you know the real answer.

Step back for a moment. If you were on the receiving end of your healthcare marketing –– would it matter to you? More specifically, would it teach you more? help you do more? help you distinguish, believe and trust more? inspire you to act?

Consider all the “must-do’s” that find their way into your organization’s marketing and creative process. Do they really reflect what people want and what your brand can genuinely do for them? Are they the things that lead you to making ideas that people pay attention to, are motivated by and inspired to act on – that build value for them and your organization.

Here are ten ideas that are guaranteed to get more people wrapped more tightly around your healthcare brand:

1. leverage a killer consumer insight (like Dove)
2. do more, talk less (like AmEx OPEN forum)
3. be more involving and engaging (like BUD Light)
4. be more useful (like Nike+)
5. be more interesting and exciting (like AXE)
6. deliver a better, branded, experience (like Zappos)
7. create ongoing surprise and delight (like Sharpie)
8. encourage conversation and sharing (like AXE)
9. let them see behind the curtain (like Zappos)
10. be more purpose-driven, and find ways for everyone to participate (like Tom’s Shoes)

The key to winning is creating marketing that matters. Unearthing what people need to feel better, look better and play better and then giving it to them. Are you?

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

One thought on “Does your healthcare marketing really matter? It can.

  1. Spot on comments. And the fact is we ALL are on the receiving end – in terms of our personal healthcare choices and the messages hospitals, physicians and related service providers send to us daily as ‘consumers’. The cues you suggest from the best-in-class NON-healthcare organizations are great as they have truly mastered ways that demonstrate their authenticity, creating emotional connections, delivering incomparable experiences, sometimes being vulnerable, and many times encouraging participation. Healthcare is about making people ‘feel better’ on many fronts – not just ‘making them better’ – and many of the same principles apply. In today’s world of frenetic competition and healthcare reforms, it is imperative that organizations learn from the best!

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