Marketing is also a strategic undertaking that requires some forethought in order to make the most of all your work. Effective marketing tactics are focused on appealing to the values of a specific audience. Those who can do this well are the ones that can motivate people to take action.

We all know that medical industry is different than a normal consumer goods market. One of the major differences is that there are a whole host of folks who influence care or have an interest in how and where services are delivered. In marketing, we call these audiences.We have parties who pay for care (insurance). We have people who receive the care (patients/consumers). We have external audiences who monitor the quality of care (JCHAO) and establish best practice guidelines (associations/ IOM/ WHO). We have internal audiences who implement the art of medicine on a day-to-day basis (docs & nurses).We have audiences who take care of the administrative stuff (billers, front office). These audiences all have their own unique values.

Whether you are blogging, running an ad, or attempting any other marketing endeavor, it is essential that you craft a campaign that matches the values of the audience whose attention you are trying to garner. This requires a little research and some attempt to understand what your audience finds important.