For any advertiser, marketing to doctors, healthcare professionals, and other high-net-worth individuals in the medical field is an endeavor that’s well worth pursuing. After all, doctors control large sums of money both in their personal and professional lives, making them a highly desirable target audience for everything from pharmaceutical and medical device companies to real estate brokers and financial investment advisors.
But while promising, marketing to medical professionals doesn’t come without its share of challenges. For starters, doctors are notoriously busy, hard to reach, and even more difficult to persuade. And in cases where a doctor works in a hospital or other multilocation medical practice, it can be almost impossible to identify the person or persons who ultimately make the purchasing decisions.
At Innovare Medical Media, our custom healthcare advertising solutions are specially designed to help you reach this enviable audience. From our on-site digital displays and Point of Care advertising tactics to out-of-home media and advanced programmatic advertising processes, we can help your brand get noticed by the high-net-worth individuals you’re aiming for.
Of course, while Innovare Medical Media can help you market to doctors, we can’t make them want to buy from you. That’s your job. We are just the delivery person. Ultimately, your success begins and ends with your ads and marketing message.
Want to improve your odds of success? Here are five tips for marketing to doctors and other healthcare professionals.
#1: Know Your Unique Selling Proposition
Having a unique selling proposition (USP) is literally on Page 1 of any Marketing 101 book, but it is so surprising how few advertisers take the time to understand or properly present theirs.
For instance, medical software and SaaS solutions are two of the most competitive products in the healthcare industry, with hundreds of companies fighting for their share in an overwhelmingly congested market. Yet, when their ads are compared, you will find each one is largely the same, with just subtle differences in imagery or copy. No one ad stands apart from the others, and that’s the kiss of death for anyone trying to attract the business of a high-net-worth individual.
Remember, doctors are very busy and highly skeptical. They have heard it all before. In most cases, you have mere seconds to catch their attention, and the best way to do that is with your unique selling proposition.
#2: Define Your Audience
With more than one million physicians working in the United States, you will never reach the results you’re looking for if you try to market to them all using the same techniques and/or messaging. You need to define your target audience. This will allow you to market your products and services more effectively to them.
You can start by narrowing your focus to certain criteria, including but not limited to:
- Specialty
- Title
- Age and gender
- Organization size
- Geography
- Payment model
#3: Create the Content Your Audience Wants
When you create content for marketing to high-net-worth individuals like doctors, pharmacists, surgeons, and others in the medical field, it’s important to understand your target audience inside and out. Don’t lose sight of the fact that doctors are people, just like you. They have emotions and feelings. And this simple understanding can make a huge difference in how you market to them.
Like every buyer, a doctor also goes through what we call the buyer’s journey. This journey often includes:
- An Awareness Phase: Where the doctor first becomes aware of your product or service
- A Consideration Phase: Where the doctor considers whether or not your product or service can help them solve their problem
- A Decision Phase: Where the doctor either chooses to purchase from you or look elsewhere
To keep your audience progressing through your sales funnel, you need to create individual content assets for each phase. This allows you to speak to them in the proper context no matter where they are in your funnel.
#4: Create Multiple Touchpoints
The more often your brand is in front of your target’s eyes, the more it will be on their mind when they make purchasing decisions. So, it is important to create as many touchpoints as possible, especially when your target buyer is as busy and as hard-to-reach as those who work in healthcare.
Using a variety of methods, including paid traditional or digital advertising, social media, place-based media, and programmatic advertising can increase your lead generation results because your targets will become more familiar and trusting of your company.
#5: Learn From Your Analytics
Marketing to medical professionals and other high-net-worth individuals is an ongoing endeavor. You need to pay close attention to the data being generated by your marketing efforts, so you can stay current on your market performance.
The key to marketing success is learning how to replicate what works and how to fix what doesn’t. The only way you can determine these two factors is by constantly analyzing your results and making adjustments.
Market to Doctors and Other High-Net-Worth Individuals With Innovare Medical Media
If your target audience is medical professionals, then reach them where they can see your ads. Partner with the leader in healthcare advertising – Innovare Medical Media. Our advanced solutions for advertisers can help your brand get noticed by your target audience where they spend most of their time, in hospitals, medical centers, doctor offices, and other healthcare facilities.
To become an advertising partner or to learn more about the benefits of our digital media solutions, contact Innovare Medical Media today at 866-887-2207 or send us a message online and one of our representatives will quickly get back to you.