Multi-Channel Marketing for Medical Professionals

At the core, multi-channel marketing is a strategy used to integrate one strong branding message to your prospective patients through a variety of mediums. These mediums include both online and offline components to directly reach leads no matter where they are in the world.

This type of approach is more in-line with how your prospective patients are living their lives. People aren’t just sitting in one location or using one website. Accordingly, your approach should encompass multiple channels to reach your patients no matter where they are.

One of the best ways to understand how this advertising technique works for medical professionals is to do a little self-reflection. Think about what a typical day looks like for you. There are all sorts of choices and places you visit every day – both on and off the Internet. Wouldn’t your campaign work better if it extended to all the places you are during a day?

Beyond the ‘Spaghetti Effect’

We’ve all heard the phrase “throw spaghetti at the wall and see what sticks.” When it comes to marketing for medical professionals, people often mistake multi-channel advertising for this so-called ‘Spaghetti Effect.’

It might seem like a good idea to throw as much as you can at as many channels as possible to see what works. In practice, however, this strategy only yields one outcome: a mismatched campaign. Your success won’t come by just being present on all the major online channels. Instead, you need a highly streamlined approach across these avenues to get the results your practice needs.

Succeeding Across Multiple Channels

Follow these strategies to better conduct your multi-channel advertising and yield an even better outcome:

Build Your Patient (Target) Persona

Before you output any content, you need to identify and understanding the type of people you’re targeting. Remember, your goal is to build a persona based on the type of people who will value your medical services. From there, you can determine where they’re most commonly located – and focus your efforts in those places.

Create & Share Patient-First Content (NOT Marketing Content)

Patient-first content refers to content with the objective to benefit your patients first – not merely market to them. Valuable content like this includes blog posts, information sheets, Q&A lists and other related content released to a variety of outlets. When you give your prospective audience valuable content, you’re investing in them. They’ll repay that investment by choosing your site – and your practice – over the competition.

Market Cohesively with Integration Across Channels

Again, succeeding in multi-channel marketing isn’t about throwing as much as possible to as many channels as you can. You need to think of each channel as part of a whole. As a result, you need to maintain cohesiveness throughout all the channels you choose. That way, you maintain a consistent brand image and message to your prospective patients no matter where they are.

Monitor Results & Adjust as Needed

One of the greatest advantages to this approach is how easily you can adjust your strategy for improved results. However, you need to make sure you’re appropriately measuring the analytics to see precisely where you’re succeeding – and where you may need some additional work.

Getting Full-Scale Multi-Channel Marketing Services

There is no cookie-cutter formula to a successful multi-channel campaign for medical professionals. However, going through these steps can help to create a highly refined effort that has your patients as your #1 priority. As you can certainly understand, this type of work requires a significant amount of time and effort to bring measurable results.

If you need help developing, launching and managing your web content strategy, contact The Gaswerx today. We’ll give you the individualised attention you need to truly understand your brand – and your target demographics. From there, we’ll bring you a streamlined multi-channel marketing solution which will deliver impressive results for your medical practice.

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