Imagine walking into a medical centre that had paint peeling from the walls, disorganised staff, and mess all over the place.
How confident would you feel entering into a consultation with a doctor or nurse that you were going to receive appropriate care and high calibre clinical guidance?
The point is that expertise is demonstrated by having material that is clearly high in quality. Although it’s often said that you shouldn’t judge a book by its cover, in medical and healthcare it’s so important to put your best foot forward at all times and adhere to high-quality standards.
From a marketing and communications perspective, this means being fastidious about the quality of all the work you do and how it’s presented. No spelling mistakes, no pixelated images, no outdated websites. Become painstakingly meticulous about your content. It pays.
Be thorough, make sure that everything adheres to the highest standard. If you can’t hold your own against the best of the best — if you compare yourself to a competitor and (honestly) assess yourself as being sub-par — then you absolutely need to up your game.
Another important aspect that defines quality is consistency. Make sure that everything is done in a repeatable manner, especially where your copywriting is concerned. And ensure that you also have a good grasp of technical representations and elements so they are presented accurately.
Yes, it may cost more time (and therefore money) to do things extremely well, but the high standard that you hold yourself to will be apparent to your prospects and customers, even subconsciously. Quality marketing communications are an investment that will generate a return. High quality will make its mark on perceptions of your brand, products, services and is a key determining factor for success.
Make sure that you build into your revenue stream enough spare change to avoid cutting corners when it comes to quality. Not doing so is a false economy. People can spot cheap shortcuts a mile off. It will do the brand no favours in the long-term.
This is why QUALITY is the first of the four elements needed to build trust for a medical marketing brand