Taking Medical Marketing Online
Medical marketing comes across as one of those areas of marketing that can benefit
a great deal from the Internet, if its power can be properly leveraged upon by the practitioners. This is especially the case when we are talking in reference to the marketing of medical services. We may all recall that professional standards have tended to be against the blatant/open advertisement of medical services. Doctors were, and still are, warned against advertising their service openly. Apparently, they would be somehow lowering the dignity' of the otherwise highly regarded medical profession if they started engaging in merchant-like' behaviors such as advertising. Nonetheless, practitioners in certain areas such as cosmetic surgery and cosmetic dentistry have been allowed, to some extent, to put up adverts.
Where medical practitioners want to gain some publicity and possibly increase their revenues, the standard practice has always been for them to do so subtly. Normally, this starts with the offering of (health-awareness) information to the public, and then identifying themselves, the medical facilities they are affiliated to, and the services they offer towards the end of those messages. The messages can be in the form of educational articles, radio programs, TV programs and so on.
Why The Internet Is A Good Platform For Medical Marketing
One of the main reasons as to why the Internet is a good medical marketing platform is in that it presents an opportunity for medical practitioners to gain publicity without colliding with professional restrictions. As mentioned earlier, this has previously tended to be very tricky to do. But the internet (because it is a resource people make great use of when in search of information), offers the ideal opportunity for medical practitioners to subtly advertise their services, in advertisements presented as health-info resources. This is like where they write articles on various subjects of interest to people in their localities (using keywords that mention the respective localities), and in the credits sections, mention something about themselves and their sponsor medical facilities.
The nature of paid for online marketing is also less restrictive and more customizable (compared to traditional media), meaning that medical practitioners can simply buy advertising spots, and fashion ads that are informative in nature, with credits to themselves and their sponsoring medical facilities.
By all accounts, the Internet is the most affordable advertising medium open to medical practitioners. Through Internet-based pay per click (or pay per impression) programs, it is possible to set up quite an effective advertising campaign on a budget of as little as a hundred dollars. Yet, as we all know, setting up a traditional advertising campaign, even the most modest one, would have call for considerable monetary investments.
Online medical marketing also comes across as being extremely effective (in terms of reach, and conversion rates). Granted, the number of people who make use of the Internet in search of information is not as huge as the number of people making use of traditional media. But then again, the relatively fewer people who make use of the Internet in search of information tend to be easily decipherable people people whose exact interests can be monitored (through search engine analytics programs, for instance). From the results of such analysis, more targeted adverts can be developed, with their deployment leading to greater conversion. And as mentioned earlier, the idea of buying online adverts isn't likely to be frowned upon in professional medical circles. But buying traditional media advertising spots for medical marketing purposes could very easily lead to raised eyebrows, and possibly, even professional censure.
Taking Medical Marketing Online
By: Barbara Davis
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