What's the difference between advertising and marketing? Is this important for a medical practice or hospital?
Most of us hate the notion of advertising. Most of us equate marketing with advertising. Historically, there had been a ban on healthcare advertising.
In this episode Russ & Randy help you understand the differences between marketing and advertising. There are important differences.
Here are some terms that may help with your understanding of marketing:
Advertising is the act of producing " commercials" - "ads" - for products or services. We all know advertisements when we see or hear them.
Marketing is the understanding of your patients' needs and providing a solution. In addition, marketing can also involve promoting your services (i.e. ads).
Market Research involves the process by which you understand the needs or problems of your patients.
Service is the helpful work you provide as a provider or institution. Most of us in medicine provide the service of healthcare.
To succeed in marketing, you must first identify your patients' needs or problems and then provide a solution. By providing a solution to their problem, you are providing value.
That is marketing, and it can be a profound Win/Win for your practice and you patients: the better you understand their needs, the better you may serve them.
Here's an example of how healthcare marketing can work.
Problem: Patients want answers for health related questions. We know, from market research (Pew Research Center) that >80% of Americans first turn to the Internet for health related questions, including finding a physician.
Solution: Doctors/Healthcare providers can provide answers to health related questions.
As we have discussed in other episodes, your first step to connecting with your potential, future patients, is to use your online platform (your website) to answer their health questions. Answer their questions and they will:
Patients are eager to find out about you as a person and not just about your credentials as a doctor.
It will be to your advantage to share some information about you somewhere on your site that will give insight as to the type of person you are; hobbies, interests, etc. You can do this without giving personal information away.
The value? Chances are you share many of the same interests as your (next) patients. This will enhance your chances of engaging. We ALL like to find like minded individuals!
Listen to find out. As always, please find us on iTunes and please leave us a review!
To your success,