Healthcare Marketing Strategy

A good marketing strategy has three characteristics. It needs to be coherent with various elements that clearly work together towards a single set of objectives. It should be communicable so that you can explain it to someone and they can explain it to someone else without losing the big idea. Finally, it must be actionable so that people who hear the strategy immediately understand what they need to do to bring it to life.

Mc|K Healthcare helps ensure that you’re working from an effective marketing strategy with a full range of planning and assessment tools. They’re designed to help you identify and isolate your core issues and assumptions and then translate them into strategic options you can test, refine and select for your final plan. From market research and roundtables, to workshops and brainstorming sessions, to the production of the final Marketing Plan, Mc|K Healthcare brings experience and insight to every step in the process.

Healthcare Branding

The Mc|K healthcare branding process is built around two seemingly opposing principles: emotion and discipline.

The emotion part of the branding process looks at responses and reactions. What gets attention? What lingers? What gets someone to think differently? We help to get at the soul of your product through a combination of facilitated workshops and qualitative market research. We give you lots of options to review and discuss, and then we test and refine until we strike just the right chord.

Discipline speaks to execution. How well does each brand encounter reinforce each previous encounter and anticipate the next? What are the enduring brand characteristics? We anticipate and answer these questions with clear, simple guidelines for everything from PowerPoint slides to trade show exhibits. They are strict enough to ensure brand continuity but loose enough allow for real life design challenges.

Healthcare Advertising

It says “Healthcare Advertising” on our door, but advertising per se constitutes only a small part of our business activities. We use the term “Healthcare Advertising” as a simple shorthand term because most people have a general idea of what an advertising agency does and what types of services they will find here. 

“Advertising” also represents a set of professional principles that we apply to all areas of business, scientific and professional communication. Good advertising gets noticed, arouses interest and motivates action. It follows a less-is-more philosophy that rewards attention by delivering the maximum information value while making the fewest demands. Good advertising lingers in your mind long after you see it, and changes the way you think about its subject. 

So whether we’re crafting a master visual aid, a web site or a meeting poster, we’re working to the advertising standard – the same standard for attention, interest and conviction that shapes all great persuasive communications, regardless of media or market.

To see what we mean, visit our creative portfolio by clicking here.

84 State Street, Suite 660 | Boston, MA 02109 | (617) 482-8228