Many health care organizations make a simple, but costly, mistake with their health care online marketing campaigns — failing to define a target audience. It’s just as important to define your audience with an online campaign as it is with print or direct mail marketing. Online advertising that attempts to reach everyone is a costly way to produce little results.
Luckily, there is an easy fix. With just a little planning, your health care organization can build incredibly successful marketing campaigns online by first simply determining the exact people you want to reach. This article looks at ways to zone in on a defined target audience to increase the success of your next campaign.
Are you a chiropractor in Seattle? Then marketing your chiropractic clinic to someone in Miami is a waste of your valuable resources. The first step to defining your audience is determining whether geographical location matters. For example, location does matter for our Seattle chiropractor, but would geographically targeting an audience be important for a pharmaceutical company promoting a new diabetes medication? Probably not. Determine whether geographical location matters to your specific situation before creating your online health care marketing campaigns.
Visualize Your Audience
Take a moment to get a mental picture of your audience. By visualizing them, you make them real instead of just being scribbled notes on a notepad. An easy way to picture your ideal audience is to look at your past and current customers, considering who you enjoyed or benefited from working with most. Once you have a good mental picture, start making a list of their characteristics.
Establish Problems, Needs, And Wants
What are the problems, needs, and wants of your target audience? Knowing these three things can help you refine your ideal target audience. For example, if you’re a hospital emergency room, your target audience is people in dire need of fast, expert medical attention, so considering this information when deciding where and how to advertise can lead to achieving the best results. Make a list of the top ten problems, needs, and wants of your target audience and where they actively look to resolve them.
Consider the demographics of your audience, including age, gender, marital status, education, job, income, family size, lifestyle, and interests. This offers another great way to zone in with your health care marketing campaigns. For example, your target could be 25 to 35 year old couples with small children and tight budgets or affluent seniors age 65 and older that enjoy an active lifestyle.
Take A Look At Your Offerings
Once you have really narrowed down your target audience, look at your offerings before creating your health care online marketing campaigns. Can you modify your services or products to better suit your audience? Would additional features be helpful to your audience? Address how you can make your offerings better for your target audience to best attract their attention.
Now that you have your target audience and you’ve really refined your health care offerings, you’re in a great position to launch health care online marketing campaigns that effectively build your brand and increase your ROI and customer base.