World Health Day and the role of responsible healthcare marketing

April 7^th is World Health Day and the theme is ‘Healthy beginnings, hopeful futures’. It marks a year-long campaign of putting women and babies’ health first. Is there a subject matter that demands a more delicate approach?

There are so many considerations in healthcare marketing, even more so with a sensitive topic. Here are some of the pointers we’ve picked up from our experience:

Stick with the data but don’t be cold. Healthcare marketing is heavily regulated so you can’t be fuzzy about the facts. Develop a thorough understanding of the subject matter but constantly bring your focus back to the individual. Show you care. How does what your selling impact them and their family’s health? 

We’ve learnt so much from our work in stoma care, supporting leading ostomy manufacturer, Salts Healthcare. We know the patients, nurses and their challenges so well it feels more like a relationship than a marketing campaign.

Théa Pharmaceuticals is another great example of a tightly regulated industry that needs a human touch. They are ophthalmologists first and foremost so the ads always have to be rooted in science. But we simplify the language to connect with the consumer.    

Cut the jargon and talk in real terms. People respond best when they can see themselves represented in your healthcare marketing. Make comms simple to understand, easy to access and as real as can be. User-generated content is great for highlighting specific problems and solutions.

When we launched a new brand of herbal supplement drinks, called S.I.P.S. (Seeded in Plant Science), it made sense to speak from the founder’s perspective. Andrew Chevallier was a renowned herbalist which added credibility and personality to the brand. 

Factoring in the pace of change is crucial in healthcare marketing. We’ve seen so many advancements over the last 25 years, from new regulations to wearable tech. Not to mention navigating a global pandemic and the impact that had on our healthcare clients and their brands.

One thing that’s really apparent is the need for patient-centric storytelling. With more AI-driven tools we see so many exciting possibilities for personalisation in healthcare marketing.

Whether it’s the patient or healthcare professional, it’s so important to put people first. It’s about having a sense of responsibility, upholding high standards and building trust with your brand. If you need any help with impactful, ethical healthcare marketing, get in touch!