I know how frustrating it is when you have to close the doors. Now everybody knows it. But it is also the time when we must think about each other and how the cooperation can have the most significant power.
I believe while you are reading this article, you will be more and more optimistic and conscious about your company’s future. I know that the psychology tools in this article will blow the uncertainty above your head and give you the knowledge of effective communication in 3 + 1 steps.
First, let’s take a short look at what’s the most relevant global and local facts which influence our marketing strategy.
- Many of your patients and prospective patients will be home over the upcoming weeks, with more time to search for answers about their healthcare problems.
- Patients are also watching the pennies, but they are still spending money! They may be paying less, but we can reshape what they are spending their money on. They want to buy the right products from companies they can trust!
- Nowadays, healthcare got the utmost attention!
- Historically, businesses that have chosen a more progressive strategy of refocusing spending during a recession have performed much better in the future than companies who didn’t.
So even if your customers aren’t buying right now, you can stay at the top of their minds by considering their needs and providing value through challenging times.
Because of the situation, you might need to adjust some of your marketing efforts. It doesn’t mean you should stop marketing altogether.
Moreover, if you use this period the right way, you would not just be able to minimize your loss, but your company will able to overtake the competitors.
Think long term, and let’s start investing in the future together.
Step 0: What NOT to do!
Avoid Virtue Signalling: Virtue signalling is when your brand conspicuously expresses its values without actually taking actions to live by those values.
Today, it is not enough to tell consumers that you are aware of and reacting to the pandemic, because everyone is!
The common problem with marketing messages that merely signal your brand’s virtue without doing anything further is that they waste patients’ time and do little to impact your relationship.
Remember, in a crisis like this one, silence is the worst possible response.
Step 1: Plan how to act
Make sure your healthcare marketing agency is actively optimizing your digital marketing campaigns for the new reality.
Ask if they are making adjustments based upon real-time results, the evolving landscape, and your broader objectives.
Consider what clients need and want to hear from your organization to best help your brand while dodging potential risks.
Possibly the best way to discover what your clients want to ask them exactly how they want to hear from you. Additionally, how people will want to hear from you will likely differ.
Some customers may have a less-is-more attitude, while others will wish to receive frequent updates and communications.
If it’s not your style, you can find some tactics under below how to avoid yourself to an unwished effect in communication.
Ask yourself the following:
- What is most important to customers right now?
- Am I telling customers something different from other brands versus saying the same thing as everyone else?
- Am I telling customers something they don’t already expect of my company or brand?
- Is the WIIFM (What is in it for me?) conspicuous in the subject line and opening paragraph?
- And, most importantly, is the WIIFM attuned to your customers’ needs right now?
Ask yourself whether the content is still relevant, whether it could be considered insensitive, or if there’s anything that could make it more helpful.
(If you have automation, make sure that those are still appropriate or should be modified for the time being.)
Step 2: Acting
I begin this section with a principle: Your patients will expect to hear a proactive response from you. They’ll probably want to know some basic information, including:
- What is your organization doing to keep your employees and the public safe?
- Whether any recent changes impact your operations or events?
- What can they expect from you in the next weeks to come?
Use the people’s curiosity to stay in contact with them! Recommend process how they preserve their good health until the next visit. Remember, be useful, stay at the top of their minds.
Here is an example:
1. This time, our doors are closed, but we’re continually evaluating the situation and making decisions day by day.
2. We are very proud that our workers are helping where it is needed.
3. We want you to know that yours and your family’s health is our priority.
If there’s ANYTHING we can help you with, feel free to reach out to our customer care.
4. We do hope we will see each other very soon. Until then, take care of yourself and stay healthy!
Now, the explanation for the text:
1. Let them know you are reacting to the pandemic, continuously (It is better if you are writing more specifically)
2. Use this time to reinforce your mission, most of which probably involves caring for your community.
3. When it comes to building deep, long-lasting relationships with your customers, make sure to find little ways to take care of/delight your customers.
4. Remind them that you will see each other.
Now is the time to provide much-needed healthcare leadership by communicating clearly to help your clients understand what is going on.
Step 3: Constantly reassess
As market dynamics change rapidly, we’re continually reassessing campaigns, creative, and even our guidelines. What we decided two weeks ago isn’t necessarily appropriate today.
Our guiding principle as a brand, particularly at this moment, is to be helpful. And marketing is essential when people turn to technology for information and connection in these times of need.
When this healthcare crisis eventually passes, things will never be the same within the healthcare sector, and time is precious, so my last advice is, don’t wait to act right now.
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