Marketing is complicated. There are a lot of moving parts. Sometimes, we wish we could just be blunt with the doctors and healthcare company owners we are trying to help and tell them the cold, hard truth without sounding like rude, demeaning, know-it-alls. So, in an effort to enlighten and not frighten, we give you our new blog series “Digital Diagnosis”. We hope it will help healthcare business owners understand marketing a little better and make better decisions with their marketing dollars. Today’s topic is target markets and our expert is Kelsey Huber.
If I could vent about (ahem…educate) healthcare companies on marketing, I would tell them this:
Know Your Target Market
“As the Director of Content Strategy, when I am tasked with creating content, my very first question is, ‘Who am I talking to?’ Knowing who my audience is dictates what I say and how I say it. But surprisingly, we find that a lot of healthcare companies don’t really know who their target audience is. HINT – if your answer is everybody, you’ve got some work to do.
And if you’re thinking because you aren’t running any ads that you don’t need a marketing budget, you need to think again. The single most important piece of your healthcare marketing strategy is your website. You need a website that will attract, engage and most importantly, convert visitors to patients. If you don’t know your target audience, you can’t design your website to answer their questions. Take the time to define your target audience. Make this year the year you make your marketing dollars work smarter and harder.
A user-friendly website and search engine optimization that targets the right audience will bring you new patients. So…who is that audience?”
Kelsey Huber – Director of Content Strategy
And there you have it. Know who you’re talking to so you can send the right message.