Strategies to engage your target audience ann marie mayuga for cocma - october 17, 2014.docx

“Strategies to Engage Your Target Audience…Make Your Message Clear and Concise” by Ann Marie Mayuga

Across the nation, healthcare and business communication is becoming

increasingly complex

You are looking for a way to

make your marketing message

clear and concise

You won’t achieve your marketing

goals if your audience is

confused

You want to improve your written and verbal marketing communications

3 Ideas for Effective Healthcare Marketing communications!

Three Tips for Engaging with Your Target Audience

Know your

Be clear about your brand

Make sure it is brought to life

Don’t try to be all things to all people!

Get the basics right

Don’t try to be too clever

Know your audience

Make it easy for them to take action

Make it enjoyable

If You Don’t Enjoy it, They Won’t

Don’t make them think too hard

Happiness is family and friends

Three Things to Remember for Healthcare Communications

Patients don’t connect with medical statistics

Physicians are focused on outcomes

Patients only care about feeling better and being healthy

Solution? Have two types of marketing materials

Patients don’t care about medical tests

No Confusing Statistics or Medical Scans

State-of-the-Art = Expensive

Tests can be painful

Patients detest Medical and Marketing Jargon

* A cephalohaematoma (British English) or cephalohematoma (American English) is a hemorrhage of blood between the skull and the periosteum

7 Deadly Words of Healthcare Marketing

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8 Overused Marketing Words

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Amazing!

Quality

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Top 15 Overused Business Words for 2013

1. Content2. Social media3. Sustainability4. Transparency5. Literally6. Guru7. Utilize8. Robust9. Ping10. Big data11. Nouns used as verbs (to concept, to ballpark, to impact)12. Seamless13. Moving forward14. The cloud15. Offline

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Three Ways to Connect Emotionally with Your Target Audience

Self-Expressive= Image Oriented

Marketing words are not distinguishing characteristics

Your Target Audience Expects You to be Compassionate and Caring

THIS…

NOT THIS!

Everyone Claims to be #1 with No Proof

Emotional = Positive

Experiences

A Heartfelt and Warm Ad

Focuses on Family and Friends

Happiness and Quality of Life

Functional = Fast and Efficient

People are in a Hurry!

Slow Means Losing Money

Demonstrate Being Fast and Efficient