The age of the Internet has meant that the art and science of marketing have become more important than ever in order for organizations to cope with increased competitive pressures. Whereas before it was possible for larger organizations with deep pockets to simply outspend smaller competitors in order to secure new customers and encourage brand loyalty that is simply not the case anymore.
The Internet has lowered the barriers to entry as far as effective marketing is concerned. Now a smaller player in a specific market can go toe to toe with a larger competitor and often win the battle for the hearts and minds of customers – and thrive under enormous competitive pressures. It may take a savvy and strategically sound approach to the challenges of marketing but those companies that employ the services of experienced Internet marketers will have the advantage over larger companies that stick with tried and proven traditional marketing methods.
Nowhere is this truer than in the case of healthcare marketing. It is now even more important than ever for healthcare providers to employ the services of seasoned professionals in a healthcare marketing agency.
A professional healthcare marketing agency will have highly experienced consultants who will be able to assist in formulating a structured approach to the use of such tools as search engine marketing (increasing the visibility of the healthcare provider in search), search engine optimization, web design and the use of the social media in order to ensure that the provider can interact with potential patients far more quickly and effectively than would have been the case if traditional above the line (advertising) and below the line (flyers, brochures, etc) were left to stand alone as part of the marketing mix. They will assist in the formulation of effective messaging, creative design and graphic elements and a number of other components that are part of the modern day approach to marketing. This is especially important where the organization that requires the marketing services is operating in a specialized sector such as medical services provision.
This is not to say that the healthcare marketing agency will not employ traditional methods of disseminating key messages – it is probable that they will. However, the nature of online marketing and especially the use of social media means that results are measurable and that campaigns can be fine-tuned in real time. And the skill of that marketing agency lies in the refining of the entire marketing campaign.
Kandice Hedrick
Freelance Journalist, Mass Communication Professor. Trying to be a good human being & good global citizen .