HEALTHCARE ADVERTISING B2B: DOCTORS ARE JUST PEOPLE

Five things that healthcare advertising can learn from other industries or why you shouldn't necessarily stew in your own category juice.

What should healthcare advertising actually do for physicians and professionals? In addition to the provision of information, it is of course also a question of preference formation for brands, whether for product or corporate brands, whether for OTC or RX. In this market, too, a strong brand is indispensable in the competition of more and more products with similar services. Brands provide orientation and generally stand for clear promises and reliability. This is not new, but essential.

In order to successfully achieve this goal, healthcare advertising must actually only understand and address its professional target groups like "normal" people, in their role as recipients, with largely the same perception mechanisms and also perception problems as any other person as customer and consumer in a world of overabundance of offers and MeToo's, communication overstimulation and dynamically changing media usage behaviour.

So why are elementary basic rules in customer approach and brand communication sometimes interpreted so differently or even completely disregarded in this field? Here, healthcare advertising can learn from other markets for successful brand communication.

Profiling instead of just informing

Brands have to convince and inspire people (please always both head and gut!), also B2B. Building lasting brand preference therefore also means presenting brands as strong, powerful, likeable and ideally even superior personalities and equipping them with a relevant and attractive profile. This then requires the willingness and sometimes the courage to stage brands and not just to present them objectively via performance features. Emotionality is a highly relevant decision factor here too. Long-term successful and stable relationships between customers and brands are predominantly emotional relationships. Doctors and professionals are no exception. And even in the pharmaceutical world, there is a whole range of highly relevant emotions such as trust, recognition and respect. It is important to build and use these emotions - all of course within the legal framework.

Simplify and focus>/strong>

"Say what you stand for, what you offer me, what I get from you. And please say it simply and clearly and please get to the point quickly. In healthcare advertising, too, it is not complexity but simplicity of the message that is required. The message should have the chance to assert itself in the competitive environment, be understood, arouse interest and be able to anchor itself. Therefore, it is important to reduce the effect, the mechanics, the benefit in the simplest possible way and to emphasize and stage the central point that distinguishes product and brand. For brand profiling, "less is more and usually more successful" applies. Detailed information and facts are often indispensable in healthcare communication. Doctors must and want to know more about indications, scientific background etc. in individual cases. There are numerous tools and stages for this. You can still do one thing without having to leave the other.

Personality and face>/strong>

Brands need a profile and a face. And people think in images, even medical professionals. Then it is almost inevitably logical to give brands a "face" that people can identify, that they can orient themselves by and decide whether they want to enter into and maintain a relationship with this personality. Key visuals can be such an identity-giving brand face, preferably in the form of a strikingly visualized product benefit. In the tool box, which is becoming increasingly complex, not least due to digitalisation, such images and messages make it easier and more economical to build up synergies, to play creative and identity-creating ideas and brand profiling in an interdisciplinary and consistent manner. This can also be learned and transferred very well from other markets.

customer view instead of supplier view>/strong>

The temptation is great to present brands and products from the perspective of both manufacturers and suppliers: "We are, we offer, we can ...". Brands and companies quickly become scientific speakers, unattainable personalities that people like to trust. Even for medical professionals and professionals, the eternal and central question must be answered: "What do I get out of it? How and why does this product make my work and life easier and more pleasant? Why should I like and trust you?" The magic word in building brand preferences and

Translated with www.DeepL.com/Translator (free version)