KnightInSight

Are you Blind to Your Tired Healthcare Brand?

By Tracy Knight

 

It’s happened a hundred times.  We get a lead on a new client, and start checking them out.  We look at their website first—hmmm.  We examine their logo.  Ahem.  Then we get our hands on some of their advertising or collateral.  Uh-oh.  Photos from the ‘90s.  What we have here is a company with a serious need for brand refreshment. 

 

Sure, you think, every branding or marketing agency is going to say that you need a brand update.  But you think your brand is great.  You and your CFO came up with the idea for that logo yourselves, and it represents exactly who you are.  But does it still, now that your company or organization has been in existence for a while?  If you won’t trust the marketers, how can you be sure that you aren’t wearing brand blinders and seeing what you want, or listening only to the things you want to hear?  How can you know that your brand is still fresh and effective?  You have to step outside of your echo chamber and look for signs that your brand may need help.  Here are some of the biggest red flags:

 

1. You haven’t changed much  about your marketing—your logo, color palette, ad designs, website—in four years or more
2. Your photos look flat and people are wearing dated clothing
3. Your organization’s reputation has changed (hopefully improved) since your brand was first developed
4. Your organization has grown and evolved significantly since your brand was first developed
5. Your competitors’ stuff looks better than yours
6. People in your organization apologize to others for the way your website looks
7. Customers or patients sometimes don’t understand who you are or what you do

 

A tired brand is particularly troublesome in healthcare and the life sciences because these industries are expected to represent the cutting edge.  Patients don’t want to receive treatment in a place they may perceive as old or dated, whether or not that is the reality.  And B2B clients—physicians, scientists, hospitals—don’t want to buy a product or a service from a company that doesn’t appear to be right on the forefront.   

 

Don’t make the costly mistake recently made by The Gap.  If there is even a possibility that your brand is outdated and ineffective but you just aren’t sure where to go with it, hire experts to do a brand analysis first.  Invest in some time and research, so when and if you do decide to move forward with a brand update or even a re-branding, you can have confidence that you’re spending your money and your time wisely.   

Healthcare Marketing & Advertising

The health care environment continues to evolve, and so does marketing. Is your health care practice growing and keeping clients? Advertising health care services has gone way beyond a display ad in the daily newspaper. The world wide web and social media have transformed the advertising market in a short time. Any health care practitioner who does not have a presence on the internet is now viewed as being old-fashioned and not keeping up with technology.

 

Letting an advertising agency which has an internet presence market a health care practice will bring more clients and improve the bottom line. Today there are many internet service providers plus website developers that can design and build a website for a health care practice, at surprisingly affordable rates. A website can be anything from a basic one page site to a multi-dimensional site describing several specialties, plus personnel and company information for prospective clients.

 

An advertising agency with internet capability can manage a health care website after it goes online, and suggest ways to improve an advertising campaign. Many clients today are connected to the internet, so reminding them of their next health care visit online is programmable and effortless. A website is only one part of an overall marketing strategy that could be managed by a advertising agency.

Advantages of Social Media in the Healthcare Industry

The marketing mix is vital in any type of business, especially the healthcare field. And now, more than ever is the time to intertwine social media into the marketing mix that healthcare professionals use. In fact, the number reason for this can be seen in numbers; 34% of healthcare consumers use social media to research and increase their knowledge of healthcare information.

 

So how do healthcare practices effectively incorporate social media into their marketing mix? One simple solution is to partner with www.knightmarketing.com, as this company can help healthcare businesses create buzz through several social media sites. Let’s take a look at a few possible social media applications that www.knightmarketing.com can help your healthcare business utilize to increase consumer count, as well as make sure consumers stay informed on healthcare information.

 

Tweeting as proved to be an effective way for healthcare industries to create excitement while at the same time promotes public awareness for healthcare organizations. In fact, tweeting has become a wonderful way for healthcare businesses to attract new patients and also recruit experienced and efficient medical personnel.

 

Many healthcare industries are using social media in their healthcare training initiatives. This type of social media helps to provide trainees with quick access to ask and answer forums. Social media applications such as YouTube help healthcare organizations to share slideshows and videos to trainees.

 

Facebook has become a popular social media application that healthcare industries are utilizing on a worldwide basis. Facebook enables healthcare industries to inform consumers of up and coming events as well as doctor office closings or surgery cancellations.

 

No matter what type of social media help your healthcare organization needs www.Knightmarketing.com can help.

Advantages of Social Media in the Healthcare Industry

The marketing mix is vital in any type of business, especially the healthcare field. And now, more than ever is the time to intertwine social media into the marketing mix that healthcare professionals use. In fact, the number reason for this can be seen in numbers; 34% of healthcare consumers use social media to research and increase their knowledge of healthcare information.

 

So how do healthcare practices effectively incorporate social media into their marketing mix? One simple solution is to partner with www.knightmarketing.com, as this company can help healthcare businesses create buzz through several social media sites. Let’s take a look at a few possible social media applications that www.knightmarketing.com can help your healthcare business utilize to increase consumer count, as well as make sure consumers stay informed on healthcare information.

 

Tweeting as proved to be an effective way for healthcare industries to create excitement while at the same time promotes public awareness for healthcare organizations. In fact, tweeting has become a wonderful way for healthcare businesses to attract new patients and also recruit experienced and efficient medical personnel.

 

Many healthcare industries are using social media in their healthcare training initiatives. This type of social media helps to provide trainees with quick access to ask and answer forums. Social media applications such as YouTube help healthcare organizations to share slideshows and videos to trainees.

 

Facebook has become a popular social media application that healthcare industries are utilizing on a worldwide basis. Facebook enables healthcare industries to inform consumers of up and coming events as well as doctor office closings or surgery cancellations.

 

No matter what type of social media help your healthcare organization needs www.Knightmarketing.com can help.

 

Importance About Blogging In Your Marketing Efforts

For many people when they have a company they may think that the marketing that they are going to be doing is sufficient to provide the company with traffic or visitors. However, with the Internet many people are finding the companies they go to using this medium. That is going to prove to be difficult for many companies because they may see that the typical methods of marketing are not going to work for them. To help out a business they should be aware of the importance of blogging themselves, or hiring a company to operate a blog for them.

 

One reason that blogging is so important in an advertising campaign is that many people find information about companies in their area off the Internet. Without having your name on the Internet in front of those potential customer you will notice that it is going to be impossible to get to those people. However, just having a blog up with information about your company and services that it provides could easily lead to an increase in traffic.

 

Another reason is that many people will find the blog that you have up as a way that they can find out things about your company. Since they will want to learn about your company before coming to you this can be a great way to educate them about what you offer. Then you will not have to worry about them being disappointed when they come to you trying to get a service that you do not even have the capacity to offer to the person.

 

Being able to succeed in business anymore requires a strong Internet presence. Without this presence you could see that your company could easily fail because of the lack of interest in it. One of the key and most important factors that you can have is going to be a blog. Once you know how important a blog is, you will be able to see just how easy it can be to succeed on the Internet.

Healthcare Marketing

Today, achieving long term success in the healthcare industry is a daunting task due to a sluggish economy and the rising costs of health related expenses. To stay in business, healthcare professionals rely on proven healthcare marketing strategies and effective management practices to help them reach their business goals. At knightmarketing.com their main focus is to exceed their clients’ expectations by helping them to achieve long term success in the healthcare industry.

 

To remain successful in the healthcare field, there are two important factors, new patient acquisitions and patient retention. Let’s face it, you can have a brilliant medical solution, but if your message doesn’t reach the people with the targeted medical condition, then there is no point to being in the healthcare business.

 

Knightmarketing.com is a firm specializing in using unique marketing strategies to help their healthcare clients strengthen their brand, increase profits and attract new patients. Healthcare marketing is about building a reputation through the use of advertising that is streamlined and purposeful, designed to reach the targeted audience. The advertising strategies employed by knightmarketing.com brings in the cases that their clients desire.

 

Marketing, advertising and public relations are fundamentally important aspects for all healthcare related medical professionals such as doctors and dentists. Successful healthcare advertising campaigns revolve around the ability to increase consumer awareness, this requires an in depth knowledge about the targeted market and then developing a marketing strategy that focuses on the best method to captivate their attention.

 

A fluctuating economy forces consumers to choose their healthcare providers carefully, increasing consumer awareness is the number goal of knightmarketing.com. They know that consumers want better access to information about their healthcare concerns and that their main focus is on quality and cost more than ever before.

 

As consumers face the challenges of healthcare reform, healthcare marketing is essential for all healthcare providers, because it provides an effective method to communicate the value of the healthcare services available.

 

Achieving dynamic results in healthcare marketing is what knightmarketing.com is all about. They have a proven track record of successful marketing campaigns for a vast array of healthcare professionals.

The Nuts And Bolts Of Advertising For Your Business

While it's true that advertising is the most important part of any business, it's also true that finding the best advertising agency is just as important. Advertising agencies do more than just publicize the products or services of a business. They also focus on the best possible target markets as well as the most advantageous media placements.

Advertising agencies have a keen knowledge of where to place business advertising so that it will remain consistent enough to encourage faster brand recognition. This is true of advertising online and off. Then, there's the matter of saturation. All advertising agencies know how to plan the saturation of business communications and ads in the media so that they receive maximum exposure. This isn't always possible when a business tries to do it without advertising assistance. These are some of the ways an advertising agency can keep your business on top of things.

Staying On Top Of Things

Working with a regular professional advertising agency has a lot of advantages. None is as valuable as their reliability. Professional advertising agencies know how crucial it is to manage media deadlines so that your business doesn't miss an opportunity to be placed in an advanced position among competitors. This is why they are masters of great timing. One other feature of how an advertising agency can keep your business on top of things is through their consulting services. In appreciation of the number of businesses an advertising agency works with regularly, they can offer the best suggestions in terms of reducing your competition by the strength of your advertising and promotional campaigns. The advertising agency knows the advertising style of your competitors and can help you pull far ahead of them with more creative and unique advertising.

Healthcare Marketing and Twitter

The benefits of marketing healthcare on Twitter for hospitals and doctor's offices are many. If a doctor offered a new service to his/her practice they could post it, and increase their customer base. If during a certain week or month they offered a discount on a special screening or a free service, they would receive a higher response, than say, by word of mouth. If a new doctor moved into the area he/she could post it online to start getting the word out about a new practice in town.

If hospitals were to market the healthcare they offer on Twitter, they could list all their services and even the wait times in ER's and more. If they were to have a new wing under construction, they could post it on Twitter and save on confusion, by having maps available for people to use instead of taking up valuable staff time to direct people in the right direction.

Advertising for new studies in the medical field could be posted on Twitter, giving hospitals a wider range of a study group. Consequently having more customers using their hospital instead of another facility, in turn boosting their bottom line. Which will help keep hospitals and doctor offices operating in the black rather than the red.

Posting on Twitter that certain doctors offices are associated with certain hospitals will also help with customer base at those specific hospitals. All in all - Twitter is a great benefit in alot of areas including Healthcare Marketing. People in today's world expect to have information available at their fingertips and twitter and facebook allow that to happen.

If you are looking for professional advice and marketing services for your healthcare industry, contact Knight Marketing, www.knightmarketing.com for more information. They are ready to take your healthcare marketing to the next level!

Healthcare Marketing Must Do's

It is almost universally agreed on by health care professionals that marketing in this sensitive field should be held to a high standard of only the strictest ethical conduct. It makes sense to hold marketers and advertisers in the medical arena to some very firm rules and regulations considering that, ultimately, a person's life is at risk. Due to the obvious priceless value of what is at stake, there are very serious legal consequences that can result from any negligence in obeying all special marketing regulations in medicine. It is important to understand that advertising in this field is very strictly monitored.

There are certainly ways to medically market and gain a competitive advantage while following all key ethical policies and procedures. However, successfully marketing in the medical field requires an in depth understanding of the medical laws and ethical codes regulating marketing practices in medicine. Previous experience in medical marketing is necessary for making sensitive marketing decision moves quickly, which are simply unavoidable in this field.

When marketing in the medical field, it is required that all organizations and individuals put the patient's welfare at the top of the list. Medical advertising professionals must put the patient's well being above everything else. This includes profit. A very sensitive and critical balance must be arrived at, in which patient protection and profit are constantly being compared. An experienced health care marketing professional can reliably decide exactly where that important balance should be.

Marketers in the medical field must take caution not to offer or recommended unneeded or unnecessary services. Advertisements in this field must adhere to extremely strict standards regarding honesty and accuracy. It is not enough to simply avoid false or misleading advertising in medicine. The advertiser is legally responsible for making sure that the information provided to the consumer is fair and accurate in both presentation and promotion.

Marketing in the medical field can be extremely rewarding and profitable when done properly, professionally, and obeying all laws and ethical regulations. Successful advertising in the medical field is also often rewarded with the rare and priceless connection made between the medical professional and the patient in the form of trust. It has historically been understood that marketing in any field will be most successful if the advertiser is able to establish a trusting relationship with the consumer. Knight Marketing http://www.knightmarketing.com can help you achieve that medical marketing goal along with any other health care marketing need. They are well versed in the rules and regulations of healthcare marketing and can offer you the highest of quality when it comes to marketing your company. Contact Knight Markting today for a first hand look at how they can prepare a marketing plan for you!
 

Knight Marketing - Your Healthcare Marketing Firm

Healthcare is a field that is constantly changing. People are always going to need care whether it is a minor or major procedure. Care doesn't occur only after an injury or condition occurs but it also can be used to prevent illnesses and future health problems. This is why so many people keep their eyes open to the advertising that is given for healthcare. There is competition in all business and healthcare is no exception to this. Knight Marketing is a company that has many ways to assist a business who is included in the industry such as advertising, marketing strategies, and how to stay ahead of the competition.

Research in the Industry

Knight Marketing is strong in that they take the time and man power to do actual research in the health care field to discover what the most effective methods for marketing are. Studies are done in a variety of ways in order to get the most complete picture. Some of the methods of research include using the internet, surveys that give opinions from the customers, analyzing the trends seen in the market, conducting focus groups, and of course identifying how satisfied customers are with a product or how it has been portrayed.

Strategies that are implemented

The work doesn't stop when the research has been completed though because the research has to actually be put to use through a strategy. Experts can and will analyze the methods for reaching the target goals whether they are related to getting more exposure with possible customers or even if it's something as behind the scenes and simple as getting better relations with doctors and other specialists. These strategies can also include other services such as auditing communications, developing service lines, planning a budget, and dealing with customer relations.

Creative Edge

If all marketing was done in the same manner than it wouldn't be effective because everyone would always overlook the message that is trying to be given. Each team at Knight Marketing uses all the brain power available to create a unique and talented approach to getting the message across to the public. The creative portion of the plan also includes designing and writing both for all methods of communication whether they're in print, through the internet, or electronic and developing concepts to be conveyed.

The Media and Production Aspect

Of course when it comes to marketing the services and brains behind Knight Marketing realize that it cannot be effective without having the proper channels for producing and including media as well. The most skilled individuals try to get a different view on the idea and give the public a new glimpse into your healthcare company. Their services also extend into the areas of researching, planning, negotiating, and buying among many others.

Going Interactive

With the world being such an ever changing pace it makes sense to keep the marketing interactive as well. People enjoy being engaged and not getting bored while information is being relayed to them. There are ways to be interactive when it comes to health care as well although this may seem like a completely foreign concept. Other products and services are not the only types that can grab the peoples' attention and keep it there. Some of the methods include utilizing the popular social networks, marketing through the email, analyzing the web and statistics on a site, doing campaigns to increase exposure, and keeping URLs personal yet unique.

Knight Marketing can definitely assist you with getting your business' name out there to the public and they can do most of the work while ensuring you remain a part of the process.