Healthcare media planning can be daunting. The complexity of the industry combined with an increased focus on metrics puts pressure on marketers to consistently deliver strong results. It’s important to take a strategic approach to healthcare media planning so you can maximize your marketing budget-especially in today’s data-driven business environment.
When diving into healthcare media planning for your brand, consider using the 5 Ps of marketing (product, price, place, promotion, people) as a framework for your strategy. The first four principles, product, price, place, and promotion, are longstanding marketing concepts that were first popularized by a Harvard professor in the 1950s. Then, people was added as the fifth P in the marketing mix to emphasize the importance of human interactions, especially so in industries like healthcare. Whether you are in a B2B or B2C healthcare space, the 5 Ps can be used to inform effective healthcare media planning. Read on to learn how each component will help you deliver more impact in the first part of our two-part series.
Boost your healthcare media planning & consider the 5 ‘P’s
As you navigate the complexities of healthcare media planning, think of the following categories as guiding principles to inform a comprehensive, adaptable strategy as opposed to rigid rules. Let’s take a closer look at each one.
Product
In healthcare, product encompasses a broad spectrum of goods and services. In B2C spaces, this may include things like a consumer-geared virtual primary care solution, home health product or an Affordable Care Act marketplace insurance plan. In the B2B sector, services could include medical devices, healthcare software and administrative tools or apps for clinicians. Carving out a specific niche or vertical is critical to ensuring your message is clear and tailored to the right segment of the healthcare market.
Price
Addressing price in a B2B healthcare context often requires a nuanced approach. For many health IT clients and providers selling into large health systems, price discussions can be complex, with strategies tailored to the decision-making capabilities of enterprise-level buyers. Recognizing that price may not directly inform longer-funnel B2B marketing strategies, it’s essential to consider how value propositions are communicated to meet the needs of these varied stakeholders.
Place
Place is critical for targeting your audience or prospective customers geographically, in person or online. Employing a combination of digital and traditional media strategies can effectively reach specific demographics, whether it’s through localized service promotion or digital platforms that transcend geographical boundaries.
Promotion
Selecting the right promotional mix requires a deep knowledge of the healthcare product or service being offered. Understanding marketing channels is also necessary to engage your target audience effectively. Most healthcare companies can benefit from a diverse range of awareness strategies, including brand campaigns and educational content.
People
Your customers (patients, healthcare professionals, hospital systems), as well as prospective decision-makers and others, like stakeholders and salespeople, are the heart of an informed healthcare media planning strategy. Tailor your messages to meet the distinct needs and preferences of these audience segments. Evaluate strategies like influencer partnerships, which can enhance credibility and engagement.
Read part two of our series, where we delve deeper into how to execute multichannel marketing strategies informed by these principles. Whatever role your brand plays in the healthcare ecosystem, Activate Health can offer the tools, strategies, and insights necessary for effective healthcare media planning. If you’re ready to get started, contact us and learn how our expertise can drive success for your brand.