> What to consider for a Demand Generation Strategy in the field of Healthcare
The demand for health services has particularities that differentiate it from any other service. When we talk about health services, the choice made by the patient is based on a primary need that cannot be interchangeable with another need or with another equivalent service. Variables such as preferences or purchase decisions based on price are handled differently in the mind of each potential patient.
The consumption of a health service implies the subjective burden of the individual seeking a state of physical wellbeing that also translates into psychological and social wellbeing. In other words, there are high expectations at the time of choosing a health center or health care service provider.
This is why demand generation in the healthcare sector is fraught with certain considerations that must be taken into account in order to avoid misadapting a traditional marketing model and failing in the attempt. The best way to ensure a successful demand generation strategy is to make a smooth adaptation. That is why in this article we want to remind you of good (and not so good) practices when planning a Demand Generation strategy:
Highlighting your differentials Vs. offering a generic service
Although the expected result of a health service is the attention or precaution that results in a comprehensive care, it is necessary to think about the specificities of the service that distinguish it and make it stand out from other services in the same field. That is why it is important that the communication conveys that general feeling of care and wellbeing but that the service differentials are clear and understood in each of my messages and brand image.
Key words: a healthy vocabulary
Even when we are talking about a marketing, sales and service strategy, it is extremely important to take into account the correct terms that can blur the advertising jargon and directly link the service to health. For example, it is key to exchange terminology such as customers for patients or associates and to discard any word that reduces the service to a mere commodity on offer. Remember that people are looking to feel cared for and not to buy a product to take home.
Trust: the core element
In Marketing we know that trust is an indispensable value when we think about our brand and what we want to convey to our customers. However, in healthcare it is simply fundamental to communicate trust in the message we design for our strategy. It is not a matter of saying "trust my health service", but of finding the anchor points in my differentials so that trust is a common denominator. Sometimes, because we want to highlight values such as technology, price or quality of medical care, we neglect to evaluate whether we are also transmitting the basic trust that every patient is looking for.
Designing a demand generation strategy in healthcare includes challenges specific to the world of healthcare that distinguishes it from any other strategy in the world of marketing. Therefore, it is important to take these elements into account and always have a specialized view of the healthcare world that also combines the key marketing tools to expand your patient portfolio and achieve a good positioning of your health center or service provider.
At SkyMed we specialize in improving your Demand Generation management. To learn more, contact us here to arrange a virtual meeting with one of our representatives.
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