It just drives me crazy when someone comes up with a truly simple solution to a describe or fix a complex problem.  I'm not talking about the genius of Ron Popeil, the inventor of great things like the "Veg-o-matic", "Mr Microphone", "Great Looking Hair" spray paint for your bald spot. and the oft coveted "Popeil Pocket Fisherman".  Here, I'm talking about true inspiration, obvious to all that reflects true genius.

Well, I just happened across Steve Rubel's Magic T model.  It's simplicity made me want to crawl into the corner for dunces and wimper.

In Rubel's new model, traditional marketing is used to reach the masses to let them know you exist. These methods include TV and radio ads, phone book listings, billboards, press releases, websites and etc. Depth strategies are commonly interactive marketing strategies (blogs, podcasts, vcasts) that are used to meet, appeal to and engage the audience who seek you out.

Healthcare businesses generally fail to develop marketing strategies that truly get at engaging people to take action.  I think the thought is that everyone should want to improve their health or that healthcare providers will be the primary point of engagement with patients.  Subsequently, organizations tend to cast a wide net and wait for the catch.  If healthcare folks were to utilize more interactive marketing, success would be easier.  Afterall, health care consumers desire to utilize the highest quality services through companies /providers that they like and trust. 

Much of the hard work of building trust is done through information gathering.  More and more, healthcare consumers are discovering ways to be more informed.  Subsequently, to some degree, this is leveling the playing field between patients and providers.  Additionally,there is a growing trend for patients to come into new healthcare relationships quite well informed of their healthcare options.  Afterall, given our rushed lifestyle, we do not have time to waste.

Like it or not.... the internet is the primary source for learning about everything.  If you have the basic information about your organization on the web, then that is a good start.  Interactive marketing methods are really concerned with providing informational depth to your company.  It tells who you are, what you value, and conveys your attitude toward the customer. The focus is really about engaging customers and encouraging them to take action.  In healthcare.... honestly, what could be more important that setting the foundation for making positive health changes and fostering healthcare partnerships? 

Discussion time....  everyone chime in here.  What are you doing to engage with your potential customers? What are you doing to meet the informational needs of the people who might consider using your services?

TTYL!

Toby & Carol 

For more information about marketing and blogs, please visit Toby's Diva Marketing Blog and Carol's Driving in Traffic Blog.