Marketing for the laboratory: How to prepare the plan?

 

We are connected at all times of the day, whether work, in class, or at home, using our cell phones on transport, in queues, and in public places. Have you ever thought about how the digital environment can contribute to your laboratory with all this evolution?

Brazil is among the largest active users in social networks: Facebook with 127 million users, Instagram with 69 million, and LinkedIn with 46 million users.     

In 2022, global email users totaled 3.9 billion, according to Statista research, and the predictions are impressive. By 2023, the number is expected to grow to 4.3 billion users worldwide who will use the platform to exchange messages and information. 

With this scenario, it is essential to plan marketing for the laboratory, explore the public's presence on social networks, improve patient relationships, and structure your laboratory's digital presence. To contribute to the success of the investment made in digital marketing, we at Healthcare Marketing Agency have separated some tips for you. 

How to develop a good marketing plan for the laboratory?

Start with ethics

Healthcare managers must be very careful when applying a laboratory and healthcare marketing strategy. This is because the Federal Council of Medicine (CFM) has made a code of ethics with rules for marketing in health institutions that must be followed and respected.

The mistake of many laboratories is to opt for content that symbolizes the commercialization of health, that is, that sells tests and treatments but that do not show interest in the well-being of the patient. 

Good laboratory marketing makes it possible to produce the right content, seeking awareness and, consequently, searching for health.

Focus on planning

During planning, we decide which audience we want to reach. This is the time to design who they are, what they are looking for, what they need, and how best to talk to people. 

This is a critical phase of planning, so lab managers must know exactly what the brand needs, who they want to reach, and how they want to reach the public. 

This is the time to develop the lab website – if you haven't already. The forms of approaches and content for social networks are also discussed. A differential offers rich materials for the patient, such as e-books, infographics, blog posts, polls, podcasts, videos, and all kinds of content that can bring the public closer to your brand. These are basic elements of marketing to labs. 

Choose the ideal platforms

Once you've discovered the personas, it's time to know which social network your audience is on. For the CEO and director of Healthcare Marketing Agency, choosing the right platform in laboratory marketing can be the differentiator for success.

"If the objective is to carry out a relationship action with current patients, the most appropriate thing is to work with email marketing. Now, if the desire is to impact an audience over 50 years old, it is recommended to work heavily on Facebook – the platform concentrates on many users of this age". 

Asking questions, conducting polls, using the right images, posting at the right time and frequency, creating videos, and piggybacking on current affairs can be the ideal strategy for the brand's audience to be organically impacted by the content produced.

They remember that actions taken on Facebook must contain an investment in paid media to impact more people. 

Investment

Laboratory marketing can be the mechanism that will help you win over new patients and enhance the relationship with those who already use your services. 

In good planning, the company's priorities are defined:

• Who it is.
• What it wants.
• Which audience it wants to reach.
• What is the expected relationship is?
• How much profit it wants to have.

Important information to design the laboratory's strategies and leverage the investment resources in digital marketing. 

How should it be done?

It becomes easier to plan the next laboratory and healthcare marketing steps with the goal set. Whether in the relationship with patients, in the conquest of new ones, enhancing the brand, and invoicing. It is possible to design a plan that combines all of the above, working the name and information of your business in the best possible way. 

Using paid media can also help you gain new followers and potential customers. Since with it, we can reach the desired audience in marketing planning, and Facebook Ads, Google Ads, and LinkedIn Ads can be used, great tools to give visibility to your laboratory.