March 30, 2021
What do we want? Sales! When do we want them? Now!
Marketing directors hear that refrain from their bosses, boards, and sales managers, because, hey, who doesnt want sales, right?
But what's the marketing strategy to get those sales? There is an overwhelming number of ways to spend your healthcare marketing dollars, but how should you go about choosing the proper channels, to reach the right audience, with the right content? And you want the most bang for your buck.
So, what are you concentrating on at this moment in time?
Are you launching a new medical device that could be a game-changer? Are you planning to attend a trade show like Vision Expo or the American Academy of Orthopaedic Surgeons and want to attract people to your booth? Do you want to give your customers the latest tips and tricks for your medical device? Or let patients know about the benefits of a new procedure? All of the above?
Do the research.
Think about the audiences you want to reach. Think about the best routes to reach those audiences with messages that resonate. What's your competition doing? How are you different, and what makes you stand out from them? Should you be on social media, sending out pearls of wisdom over Twitter, or talking with doctors on LinkedIn? Is Podcasting the perfect way to talk about your product line of orthopedic medical devices? Are you sending out an e-newsletter on a regular basis? What tactics make sense for you — email marketing, print, digital advertising? You start building a good strategy by doing quality research.
Answering these questions is a good start on defining your marketing strategy. And remember, it's not one channel, one audience, one message deal. You want to create a multi-layered approach and define metrics to monitor progress.