5 Healthcare Marketing Missteps

(And How To Avoid Them!)

Are there times when reaching your marketing goals feels like climbing stairs in roller skates? Addressing the following marketing missteps may help.

1. Not managing your brand

At its simplest form, your organization's brand is its reputation. A positive brand is built by consistently delivering what your target audience has come to know and love. Failing to meet their expectations can harm it.

Marketing is not limited to promotions! It includes your products, pricing structures, place of business, and above all – the people on your team! Brand building takes total team effort, with everyone understanding his or her role as ambassador for your organization.

2. Driving without a marketing roadmap

A marketing plan is a roadmap that helps you reach your marketing goals in the most cost-effective way. It's temping to react to every sponsorship request or sparkly media offer that comes along.

By prioritizing your goals and making sure your budget has a contingency fund, your budget won't end up all over the map and you'll more likely reach your goals.

3. Not speaking your patients' language

To better connect with your target audience, think of them as real live people who have their own distinct needs, wants, and preferences. As you develop your copy, keep these pointers in mind:

• Identify the primary needs of the people you're trying to reach.
• Answer key questions, like "What's in it for me?" instead of merely listing your services.
• Keep your narrative conversational, free of industry terms and acronyms.

4. Forgetting the power of public relations

The credibility that comes from having your name positively mentioned in the press can be invaluable. So keep those press releases flowing and strive to create positive media relationships.

And since positive word of mouth is the best way to build your brand, make sure everyone in your organization understands the role they play in building and preserving your good reputation.

5. Letting your website gather dust!

Your website can work against your brand when it is not kept up to date, is difficult to navigate, gets buried in the search process, or is difficult to read on a smart phone.

Take action to make your website the hub of your marketing communication program and drive traffic to it every chance you get! Learn how here.