The New Age of Healthcare Marketing
Evolve your event strategy to keep pace
The healthcare industry is in the midst of a massive shift. No where is this more evident than on the show floor of major industry events. Programs are no longer focused solely on new products and cutting-edge science. Although these are still as important as ever, increasingly, exhibits are also emphasizing patients, improved outcomes and the ecosystems of support that healthcare brands have built around their latest therapies.
Multiple factors are behind this shift – starting with the Affordable Care Act, which has put a spotlight on market access and getting products into the hands of patients. Delivery of care is also evolving, trending away from specialists to instead favor the primary care physician and the “Minute Clinic” at the local drug store.
Given this changing landscape, how can you leverage events to market your products with maximum impact?
Define your goals. Are you launching a new product? Marketing a mature product? Differentiating against generics? Build your strategy based on where you are in your product lifecycle.
Know your audience. The sale of healthcare products typically involves multiple stakeholders – including physicians, hospital administrators, payors and even the patients themselves. Each audience will have their own concerns and needs.
Understand the context. No two healthcare events are alike – even within the same field. An American College of Cardiology conference, for example, will be heavily geared toward medical audiences, while American Heart Association events may feature more consumer-friendly content. One-size-fits-all approaches simply won’t work.
Set a benchmark. Use data from past experiences to measure future success. Start by looking at the last time you had a similar marketing objective. Examine the events you chose, the booth size, sponsorships, messaging, etc., and identify the results you achieved. Use these results as a roadmap to what you should do (or not do) this time around.
Be selective. You don’t need to be everywhere at once; instead, focus on who you need to reach and what you need to say, which will drive where you need to be.
At FreemanXP, we believe the best results are gained through deliberate, carefully planned strategies. We call this approach portfolio planning. It’s a holistic, big-picture perspective that allows you to gauge where to invest your time and resources. As a result, rather than merely reacting to market changes, you’re able to proactively embrace change, because you’re ready for it.
Interested in learning more about portfolio planning strategies? Download our Insights Paper to get started!
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