By Richard Lenz, president/CEO of Lenz Marketing, Atlanta’s healthcare marketing experts
Is marketing healthcare like marketing shoes?
Well, kind of.
Healthcare marketing obviously requires extra sensitivity since the subject is private and deeply personal for most people. And because doctors should never prioritize a healthy business over a healthy patient.
But in many ways, marketing is marketing—whether for medical services or sneakers. Either way, your job is to communicate the value of your product to your audience in order to change or reinforce their behavior.
I’ve spent more than 20 years marketing healthcare organizations, so, yes, I do consider it a specialized field. But, if you’re a doctor, practice manager, or hospital administrator, don’t forget the basics.
Your prospective patients want value. They want to make choices with confidence. And most of all, they want to associate with brands, organizations and products that reinforce their views of themselves.
If the shoe fits, your audience will wear it.