PRIVATE CLINICS AND HOSPITALS, MEDICAL PRODUCTS, PHARMACIES
CHALLENGES AND SPECIFICS OF THE FIELD
The private medical field in Romania is continuously developing.
The most equipped medical units in terms of medical technological devices and specialized medical staff are the most sought after by patients.
It is important for patients to know that there are medical clinics or private medical specialized offices, which have facilities and specialists to treat their ailments. The problem for patients, whether we are talking about a private or a state clinic, is mainly the trust they have in that medical unit.
Patients often find out about the existence of new medical offices/clinics or pharmacies, about their endowment or about the services they can offer, from their knowledge.
An effective marketing strategy can show the skills of medical staff, the facilities of medical centers, but also the existence of innovative medical services or procedures.
All you have to do is establish first of all the audience you are addressing, and we will establish the variants and the promotion strategy together.
OPINIONS OF CLIENTS IN THIS FIELD
TIPS AND TRICKS
Is represented by persons or companies who may be most interested in your product or service. Usually, these target groups can be categorized according to a set of criteria such as: age, gender, location, education, socio-economic status, needs. Identifying the target group for your product is necessary regardless of the advertising channel you choose.
For the medical market, your clients fall into two broad categories: individuals and companies. Even the way you communicate with these two groups must be different precisely because the needs and expectations of the two groups are different.
In addition to identifying the type of your customers, you must also identify the locations, the areas where you are most likely to find them. How do you do that? Identify the needs, interests, areas in which they spend their free time or, in the case of legal entities, the fairs, events or exhibitions in which they participate.
Examples of target advertising
1st case - Private medical offices, private clinics and private hospitals
In recent years, with the emergence of the first private hospitals, there is a migration of patients towards them to the detriment of state hospitals. The good services, combined with a well done advertising campaign, can attract more and more patients who will prefer to pay for the investigations and treatments received in a professional environment, from professional staff, guided by strict rules.
A private clinic or hospital must first and foremost focus on building trust. Patients will turn to the services or procedures of the clinic if they trust that they will benefit from the best services and the best specialists. Outdoor is one of the few forms of advertising that helps you build trust effectively.
Thus, the advertising campaign for private medical offices, private clinics and private hospitals should be designed with just a few display materials at the city entrances for brand awareness and a much more intense promotion inside cities, close to the big state hospitals where a lot of the target audience is
2nd case - Pharmacies
Given that the products offered by pharmacies are probably aimed at the largest number of people, but also the fact that there are many pharmacies in each city, street advertising should focus more on the proximity of areas where the patient needs to buy medecine, namely near hospitals, clinics, medical offices.
Thus, in addition to promoting the pharmacy brand through various outdoor media - billboards, meshes, transit - it is possible to direct the pacient from the places where they become pacients through directional panels towards the pharmacies. The distribution of leaflets with promotions or services can also be done in close proximity to the pharmacies and can lead to #immediate purchase decision.
Înţelegerea concurenţei constituie un factor esenţial al strategiei de marketing şi de publicitate pentru orice tip de business. Poziţionarea companiei tale pe o piaţă aglomerată se poate face doar prin ceea ce te diferenţiază faţă de restul firmelor. Eşti cu adevărat diferit? Sunt cu ceva mai bune produsele sau serviciile tale față de cele oferite de concurență? Anecdotic putem spune că majoritatea credem despre afacerile noastre că se evidenţiază faţă de concurenţă şi că au ceva deosebit de oferit clienţilor dar poate că mai puţin de 10% am stat efectiv să analizăm în ce măsură această credinţă se şi validează în piaţă.
Try to interact from the customer position with your competition, see if you have something to learn from the way they approach their customers.
Talk with their customers, but also with yours.It's interesting to find out what they like and don't like about your business and what you can improve.
In the digital age, the easiest way to research and know the competition is the Internet, where you have to do a thorough search, both related to products or services and customer opinions.
Examples of campaign preparation taking the competition into account:
1st case – Medical center activating in several medical fields, wants to promote the latest equipment
The advertising campaign involve both billboards in the vicinity of the center and in the vicinity of other medical centers providing similar services or in the vicinity of hospitals. Patients are more open to learn about new services or products/procedures that can improve their health when they are in a medical center, dealing already with health problems.
2nd case – Opening a new pharmacy
In this field, the competition is fierce, and a customer chooses to buy from a pharmacy or another depending on how well he knows it and what offers they have. Most people tend to buy from the nearest pharmacy. Make sure, first of all, that you have the best advertising campaign in the area where most of your clients come from. You can use large billboards, meshes and directional panels. Establish the elements that differentiate your pharmacy from the rest in the city and include these elements in your outdoor, radio or TV, campaign, local or national.
In the case of an outdoor or any other advertising campaign, the establishment of your strengths starts from the study of the competition and from the real identification of your customers' needs. You don't just have to differentiate yourself from the competition, but you have to come up with solutions and products that help the evolution of the market and the satisfaction of your customers' needs.
In the case of private medical offices, private clinics and pharmacies, your strengths can be: the bigger dimension of your network with more centers open in several areas of the country, the high end equipment, specialized medical staff or advantageous offers for the employees of a company.
- Make it clear who your target audience is.
- Display your campaign on billboards close to your place of business.
- Display your campaign on billboards at entrances to the city where a lot of people are passig by coming from other cities.
- Target competition by exhibiting on billboards in their areas of interest.
- Use outdoor advertising together with social media tools, in the graphic design of your outdoor campaign, insert your social media addresses. Online, use the adapted graphic design made for the billboards, so that the two displays can be easily associated, thus increasing your notoriety. thus increasing your notoriety.
- Outdoor advertising goes hand in hand with online. Avoid displaying phone numbers on billboards, rather insert a site address to direct your audience to it. It must be easy to use and have a modern and airy look. The public will remember the name of the company or the name of the residential complex and will later search for them online, reaching your website, and if it is well done, there are great chances for them to contact you.
It is important to have a discussion with us, in order for you to be sure that the promotion solution will meet your expectations.
We know that your ideas and vision are important and we always try to implement them as faithfully as possible in the campaign.
At the same time, it's important to trust the advertising agency who's goal is also to get the best results from your campaign. Sometimes, we will suggest you to give up ideas, images or colors that - although, at first glance, they seem fine - for outdoor advertising they don't work.
Think that you only have 5 seconds to impress the customer with a billboard. You can find out more in the #How the graphic design should look.
It would be ideal for you to establish a budget that you want to allocate to the campaign, at least for the next 6 months, and then, depending on the response you have following this promotion, to supplement it.
The implementation of the advertising campaign is designed to work as easily as possible for you. We take care of everything.
After establishing together the areas of interest, the target audience and the campaign budget, we select, also together, those advertising spaces that best value your business. You will be able to view the proposed advertising supports, interactively, on a map with GPS positions, pictures and information about the audience and points of interest in the vicinity of that billboard.
Stabilim împreună strategia de promovare, intervalul campaniei și grafica. Prin simulări amplasate efectiv peste o poză a unui panou publicitar asemănător celui pe care le alegi pentru promovare îți vei putea da seama cum va arăta campania implementată. #How the graphic design should look
Afterwards, we take care of the #printing of the advertising materials for the billboard. We can also offer you free print samples. The next step is to install the printed materials on the billboards. After the campaign is implemented, you will receive an installation report, which also contains photos of the ready installed banners on the billboards.
We suggest you follow the results of your campaign in order to quantify the return on investment in the outdoor advertising. How can you do this? Simple, when you interact by email or phone with a new customer, you always ask them how they came to contact you..
It is also important to pay attention to the overlapping or intersecting effect of different promotion methods, as many customers will be inclined to say that they found out about you from the online environment, even if the decision to contact you or find out more about you came after viewing an outdoor campaign.
Online is complementary to outdoor: the customer can retain your brand or product on the billboard and act later, looking for information online about your company.
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