If you’re doing business in the medical industry, patients need to be placed at the epicentre of your marketing in order for it to be truly effective.
The reason for this is because real people, just like you, are what underpins the entire health ecosystem — we’re all patients at one time or another.
Whether you’re building a medical device, developing software or creating new health technology, the common denominator for our innovations is a desire to improve health outcomes for populations and individuals.
It’s a fantastic and exciting goal that everybody in the industry shares, and it all centres on an encounter between a patient and clinician.
Seeking medical assistance can be a daunting and scary prospect. When a patient engages with a healthcare provider they are taking a huge leap of faith — there needs to be a profound level of trust in their abilities.
In order to deliver a service efficiently and safely, medical professionals require the same degree of confidence in the infrastructure, equipment and the services that support the delivery of their healthcare.
Therefore, the trust that begins with a patient is naturally passed up the chain to anybody that has a direct or indirect touchpoint to the clinical pathway.
This is why communications have to place the patient at the centre of all marketing activities and work towards earning the trust of all stakeholders.
Making this the guiding mantra for your marketing is an approach that we take at the agency, and is at the core of what sets Medical Marketing apart from other industries.
If you understand this, and make it an essential element of all your communications, you will experience much better results and return on investment for all the hard work you put in.