Market segments or niches can be a gateway to capturing new patients. By marketing to your specific niche, you put your practice in front of patients actively seeking your services and procedures.
Patients are consistently researching practices, physicians and specialists for the procedures they require. To ensure you maintain a stronghold in your niche and can continually acquire new patients, consider these niche marketing tips and insights.
Niche vs. Mass Marketing
Traditional marketing takes a mass marketing approach that aims to speak to the masses. While niche marketing is very specific in its framework and designed to speak to a targeted few. As the internet continues to evolve, patients are more segmented than ever and focused on finding very specific answers to their health problems.
Some seek preventive health care, others need management of chronic conditions, while a third group seeks specialty practices. Identifying some of the most common factors among your existing patients gives you a window into the type of niche your practice should target.
Each group of patients represents a different niche market. Identifying their differences enables you to tailor your practice marketing to be more relevant and engaging. Niche marketing campaigns generally include two primary components:
- A detailed and specific pain point or problem that patients are facing
- A proven and convenient solution to the stated pain point or problem
Identify Niche Groups
Identifying your niche largely depends on your practice and industry. For example, cosmetic surgery is an easily identified niche. While a primary care physician provides solutions to many health challenges.
The key is to determine your most profitable niche year to date. Begin by searching your patient database for the past year. Categorize your patients according to commonalities including age group, frequency of visits, and financial value over a given period.
Examples of categorization include standard groupings such as gynecology and obstetrics, oncology or pediatrics. Then segment these categories further to make them more manageable. Segments can include pregnancy, thyroid problems or weight management.
Next, determine the value of each category. Which categories generate enough revenue to justify them as a strong niche to target for your next medical marketing campaign in Raleigh? Use these findings to develop a niche campaign that you can roll out over the course of the upcoming quarter.
How to Develop a Niche Marketing Campaign
Effective marketing campaigns feature a handful of commonalities such as a detailed target market and simple yet strong calls to action. Take a look at each component to help you develop a campaign that is both engaging and effective.
The most common reasons marketing campaigns fail is the lack of detail in the defined audience. Today, patients can find what they need on the go anywhere at anytime. If your marketing strategy is identical across all platforms, you’re doing it wrong. You need a campaign for mobile, desktop and social media. The campaign must resonate with a detailed demographic such as women between the ages of 25 and 35 living in the Triangle area, unmarried and childless.
Pain points in marketing have been around for decades and continue to be the driving factor of effective campaigns. In niche marketing, pain points are clear and concise. Aim to develop and articulate a pain point in less than 20 words. If you can’t express the problem your practice can solve in under 20 words, consider speaking to one of our experienced marketers in Raleigh to streamline your message.
Reasons to Trust
Once you’ve identified your audience and pain point, you’re ready to present your reasons to trust. A reason to trust should be direct and easily digested. If you complicate your offerings or solutions to your patient’s problem, they will likely move on. Choose easy messaging and tap into emotion by using trigger words such as smarter, faster, wellness, easy, convenient, etc. Trigger words help the human brain grasp the meaning of the offer more effectively.
Call to Action
The very last and essential component of a niche marketing campaign is the call to action. Often through the creative excitement and development of a niche campaign, the call to action is forgotten or never developed. Your call to action must include action words or phrases such as get started, learn more, call, sign up, enroll, schedule, etc.
Campaign Ideas and Implementation
There are many approaches and factors to consider as you develop your niche marketing campaign. For each niche group, identify what is important to them and focus your strategy on providing solutions to their problems. For example:
- Young families relate to marketing aimed at primary child care, early childhood vaccinations, nutrition and common children’s illnesses.
- Women between the ages of 40 to 50 have an interest in health maintenance during menopause.
- Men over the age of 50 may have questions about erectile dysfunction and prostate checkups
Consider your practice’s strengths and procedures that can solve some of the most common problems for your audience. Next, determine how you’ll get your solutions to them. Young professionals may be reached best through social platforms such as Facebook or Twitter, while adults ages 35 to 48 are more likely to do an actual search via Google or Bing.
Mothers with young children could be influenced by reading a guest expert columns in local family magazines and seniors may be reached best through a pamphlet delivered to their senior communities. In all cases, customize each niche marketing strategy from start to finish for optimal results.
As you work to target patients within specific niches, it is important to keep your core messaging strong and succinct. While niche targeting is a very effective approach to your medical marketing plan, it’s still essential to build your brand to establish your practice as an authority in your specialty.
Your benefits and core messages need to work at an overall brand level, as well as with individual market segments. For example, if your main message is “caring for your well-being,” ensure this message is communicated in both the preventive medicine context and the reactive context. Using this message across your target markets solidifies your core message and reinforces and supports your practice’s brand over all.
For more information on how niche marketing can drive new patients to your practice or to get help identifying your core message, contact us today.