strategies to engage your target audience ann marie mayuga for cocma - october 17, 2014.docx
DESCRIPTION
Presented by Ann Marie Mayuga, AMM Communications, Public Relations Marketing & Training of St. Louis, MO, to members of the Continuum of Care Marketing Association, on Friday, October 17, 2014.TRANSCRIPT
“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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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