5 Tips that will Make a Messaging Strategy Work for You
Speaking with your own voice, even for a smaller healthcare brand is trickier than it sounds. Making your message resonate with patients, potential patents, and even your team takes planning and forethought. Things get even muddier when you consider a messaging strategy must also take consistency into account. Getting your message to sound like your healthcare organization’s voice across all channels such as your website, Facebook, Twitter, and even internal memos and emails takes commitment.
Here are 5 tips on creating a messaging strategy that will work for your healthcare brand.
1. Keep it in Context
Ever been sprayed with an unwanted spritz of perfume? It’s annoying, right? The salesperson is trying to get you to buy into their brand but that accomplished the opposite. That’s how an ill-timed pop-up ad can feel, or another junk email. Context is the key for effective messaging. You need to realize how the message will be received before you send it.
For example, if you want to let the community know about flu shots at your clinic, consider messaging that harnesses geolocation or zip code intel.
2. Who are You Trying to Reach?
This step is crucial, because if your message isn’t sent to the right audience it’ll feel like an inconvenience to whoever gets it. Is this an internal memo to your staff? A presentation to your board? Are you trying to reach a specific segment of your patients?
A good example of how NOT to approach your audience would be sending a welcome message to all of your patients, regardless of how long they’ve been with you. This may seem obvious but think back upon emails you’ve received. It happens way more often than you think.
3. Dig Deeper
Consider psychographics to really dig deep into your messaging strategy. This is more than just knowing your audience, it’s knowing the difference between what people could do versus what they should do.
Beyond standard demographic data (age, gender, education, income, etc), which rarely tells the whole story, there are psychographics – the study of personalities, values, opinions, attitudes, interests, and lifestyles. Utilizing psychographics gives you an opportunity to understand your audience in a way that goes beyond the numbers, allowing you to better connect with them on an emotional level. Emotional messaging is key to healthcare messaging.
4. The Platform
The possibilities are endless. Will your message be in in-app, on Facebook, email, flyer, TV? There are pros and cons to all forms of messaging but your audience and voice will help you determine what make the most sense.
For example, if the goal of the message is to inform patients that your non-profit healthcare organization is holding a community health fair, you may want to send a push notification to everyone who’s downloaded your app in addition to just posting on social media. Depending on what you have to say, your platform and message strategy will have to change.
5. Your Team
Wouldn’t it be great if you had a team of people working on your messaging strategy for you? You can! Messaging is so important that you should absolutely form a team to consider all of the angles. Roles will grow and change over time, but having a dedicated team will improve your healthcare messaging strategy 100%.
There are people who dedicate their entire careers to helping non-profit healthcare organizations, like yours, craft well-timed, thought-out, targeted, highly connective messages. It’s hard, time-consuming and there are a thousand ways it can go wrong. Take the time to get it right.