Medical Marketing ParkerWhite

Medical Marketing in the Digital Age: Does your company look healthy online?

By  Lindsey Weintraub  Contributing Author | April 05, 2013

Consumers are online and medical marketers need to follow suit. Most companies understand that they need to have some kind of presence online, but what does a healthy brand look like online? Is it okay to just have a web page? Does your company need to utilize social media to connect with patients? How does your online presence look and feel for decision-makers and buyers? Having a strong online brand is about more than just showing up. It’s not enough to just claim your stake on the web anymore; companies need to establish a digital brand identity as part of their medical marketing.
Here’s how to make sure your company’s online branding is as strong as your company:

Provide the right information

Does your website reflect your current product offering? Decision-makers are more empowered than ever and are hungry enough for information that they often research a company’s products and services before they even approach the company with an interest to buy.  Does your website communicate the unique benefits your product or service offers? Does it show prospects what value they have to gain from using your company? Is it clear what your core competencies are that put your company above the competition? A strong website can be a facilitator of sales, but only if you provide the information that decision-makers need in order to evaluate whether the product or service is the right fit.

High quality products and services deserve high quality websites

Medical Marketing: ParkerWhite Website Design
Zest Anchors wanted a website that would clearly communicate the benefits of their overdenture attachments.

Is your website static? Does it look outdated? Does it look professional, crisp and clean? If your website looks like it’s from the 90s, this might suggest your products, services, technology, problem-solving skills, and pretty much everything else your company offers is outdated too. You’ve worked hard to make your offering the best product or service in the market, don’t let your website convince people otherwise.

Take the same care with digital as you do with traditional

This means that you not only have to provide the right content, but you have to present it with the same care that you present your brand with in traditional advertising, such as print ads and tradeshow materials. You wouldn’t continue to put print ads in magazines if they hadn’t been updated recently, so don’t let your online presence become outdated either.

Patient Awareness Campaign
I-FLOW*, a Kimberly Clark Health Care Company, had the business objective of increasing brand awareness and product adoption for the ON-Q* medical device. The ON-Q* pain pump delivers a local anesthetic to the surgical site for post-op recovery, allowing patients to limit their use of narcotics and recover faster.

Give potential prospects the information that they need. Don’t expect people to call you if they don’t get all the information they need on your website. In a matter of nanoseconds, someone can switch to another company’s website, find the information they need easier and faster, and desert your company. Everyone’s always running short of time, and if your website doesn’t provide the information needed to make a decision, consider yourself out of the running for their business. Think about the buyer’s decision-making process. What are your buyer’s pain points? How can your company solve those unique pain points, and how can your company do it better than the rest of the competition? Get in the mind of your buyer, and if your website doesn’t answer those questions and more, it’s time to bring it up to speed.

Take charge of your digital identity

Patient Awareness Campaign

Want to expand your healthcare marketing efforts?

You can also read our white paper on getting the most out of your healthcare website to put your company in a position to create and nurture leads and leverage your website to position yourself as a market leader.

Get the most out of your healthcare website - whitepaper
Lindsey Weintraub

Lindsey Weintraub is passionate about solving business challenges through the digital trifecta of social, content, and email.

CATEGORIES

Insights

marketing automation for business

How Marketing Automation Can Optimize Your Business

Lead generation, lead scoring and lead nurturing are all important components of your marketing process. Without marketing automation these tasks can be a very time consuming process and subject to human error if done manually. Many marketing departments are actually…

Read More

marketing-strategy-2016

5 Questions to Ask Yourself Before Developing Your 2016 Marketing Strategy

As 2016 is quickly approaching, it’s time for you and your C-Suite executives to look back at the efforts for the past year and evaluate your investments in order to be able to set accurate budgets for the upcoming year.…

Read More

MARKETING_STRATEGY

The Ins and Outs of a Robust Marketing Strategy

One of the most prominent cases we encounter when meeting with new clients that are struggling with their lead-generation process is the lack of a marketing strategy. The unknown KPI’s, end objectives, and lack of sales integration leads to wasted…

Read More

Insights

marketing automation for business

How Marketing Automation Can Optimize Your Business

Lead generation, lead scoring and lead nurturing are all important components of your marketing process. Without marketing automation these tasks can be a very time consuming process and subject to human error if done manually. Many marketing departments are actually…

Read More