Let’s talk about some key strategies to create an effective marketing message for your audience:
1. Know your target audience:
Consider performing extensive research on your target audience. This may help you find key information that can influence your audience in favour of your product or service. Valuable information may include their likes and dislikes, their pain points, what services they’re interested in.
2. Research competitor messaging:
Research what other competitors are using in their marketing messages in order to have a better understanding of what works well for them and how you can improve upon what they are doing. Doing research on your competitors is useful to stay current on messaging trends, and you can use that information when tailoring your own messages to your audience.
3. Create an open and emotional connection:
Creating an open and emotional connection with your audience can be valuable to set your message apart from others. If you understand your target audience’s needs and recognize the type of content that is likely to create an emotional response from your audience, you can use that knowledge to help create a message that may resonate with them long after they’ve seen the advertisement.
4. Offer the audience a real solution:
It is up to the marketing team to provide the most effective solution. Other companies may claim their services give the best results, so when planning your message, try to explain clearly how the product will solve all of their wants and needs more effectively than others.
5. Use a more conversational tone:
Consider using a conversational tone and more conversational words in your messages to ensure that the general audience understands. The people seeing your marketing message may range from general public to medical fraternity, and the wording you use in the message may be more effective if you phrase it in friendly, straightforward and simple terms.
Content, in all its forms, is the single most critical element of any marketing campaign. – Rebecca Lieb
6. Show your audience your uniqueness:
Your message aims to show your target audience the hospital industry’s cutting-edge technology and innovation and distinguish it from other, similar hospitals.Try conveying a message that shows your audience what distinguishes your hospital from your competitors. You can do this by researching your competitors’ marketing messages and creating one for your brand that shows both your message and your services are completely unique to the industry.
7. Use different messages for different channels:
There are multiple channels through which you can deliver your marketing messages, such as websites, social media platforms, print media and SEO. Different channels attract slightly different audiences, so creating different marketing messages depending on which channel you plan to advertise with can help you keep the attention of your target audience.
8. Choose your words and phrases carefully:
Knowing the most interesting words to use in your marketing messages can impact its overall effectiveness. For example, the use of one or more adjectives can affect your audience’s overall mood and opinion of the ad. Consider the impact each word might have on your audience and the overall goal of your message.
9. Make the message sound personal:
Because your audience may see many advertisements throughout the day, it’s helpful to personalise your marketing message as much as possible for your audience. When possible, use your customer’s name and segment your consumers to receive emails that focus on their specific interests and also show them you understand who they are and that you value them as individuals.
10. Include the use of customer feedback:
The visitor and patient at hospital appreciate and value the feedback. Using customer reviews in your marketing message can send a powerful signal to your audience about why your services are unique and how your business has positively affected the lives of other patients. Once they’re aware of how beneficial your services and facilities have been to others.
Author
Mr Ketan Acharya
Asst. Vice President Sales & Marketing at Marengo CIMS Hospital
