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A Winning Health Care Marketing Strategy

A Winning Health Care Marketing Strategy

We worked with a client recently who specialises in developing technology that is driven by AI (artificial intelligence). What we learnt first hand is that for AI to work, there needs to be lots and lots of data in order to work effectively. When there is, we as marketers will have the chance to better use technology to improve the customer journey and decrease the time to buy. Pretty exciting but not quite there yet for the masses.

In the meantime, our medical clients are working alongside technology to better target messages to the people they can help the most, and importantly put in place ways to collect information that will help improve the online customer journey and the information they are able to tailor to the individual in the future.

Why is having a strong Healthcare marketing strategy important?

The medical landscape is filled with developing products and insights into how we can prevent and cure some of the worlds most debilitating diseases and also how we can simply live a healthier more fulfilled life. The challenge is how can these medical device manufacturers, pharmaceutical companies, doctors, specialists and research facilities be seen and heard in such a crowded marketing place, with so many marketing channels available for us to use today? The answer is simple.

How to improve your Healthcare Marketing.

We always start with a deep understanding into who you are as an individual specialist or medical focused business and what you stand for. We need you to get really clear on what you are really selling.

The answer to this question is never that obvious either. We generally get answers like ‘we developed a machine that makes connecting veins more accurate’ or ‘we have created a medicine that improves the ability of the body to absorb a cancer drug’.

Answers like these are the WHAT you are selling but not the WHY you developed it, or WHY you operate in a certain way or treat patients in the way you do. The real answer is always linked to the WHY you do what you do and WHY your customers need it. It is that deep understanding and connection to your customers intended experience and their emotional response to receiving it, which is the most important thing to understand.

The reason we approach all our Health Marketing this way is because it allows us to leverage one of the strongest of all the neuro-marketing techniques – archetypes. It is where buying decisions are made and you will know you have done it well when the feedback from your customers is “you get me, working with you just feels right.

Have a goal for your Healthcare Strategy.

The goal is to create all of your marketing around a central idea so you can have your potential customers connect emotionally and make the buying decision unconsciously that they will then justify to their smart brain or Neocortex in their conscious mind.

Let me give you an example from Abbott Laboratories. Watch their video can you tell what they are really selling?


Once you know who you are and what you are really selling, you no longer have to compete on price or features and benefits. You stand for something and make a real connection with the people you can help the most. Find out more about our marketing methodology here.

We love working in the medical space, as for us we have the chance to use our marketing skills to help those people and businesses that help many many people lead healthier and more fulfilled lives.


If you want to find out more about how we can help you define what you are really selling then get in touch. We work with people and businesses from all over the world and help them be seen and heard.

Contact either Belinda or David on +61 7 3368 3136 or via email with the subject: Medical Marketing to info@briogroup.com.au

We also have a free online archetype test you can take to find out a starting point to market your Health Care business. http://www.briogroup.com.au/what-we-do/archetypes/

We look forward to hearing from you.

Belinda Vesey-Brown About the author