We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.
Health

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

What is Health Care Marketing?

Mary McMahon
By
Updated: May 17, 2024
Views: 5,010
Share

Health care marketing is a form of marketing tailored to the needs of the health care industry. Like other forms of marketing, it is used to build an image of a product or service and to develop a loyal customer base. Firms that specialize in health care marketing offer a range of services, and some companies active in the health care industry have their own advertising departments to handle their promotional needs.

The health care industry presents a number of choices to consumers. Marketing that influences those choices can steer consumers in the direction of particular products, services, or providers. Health care marketing may be used to market individual practitioners, facilities, procedures, or devices. It can also be used as an educational tool to provide patients with information about their rights and to inform people about medical issues that may be of interest.

Campaigns for health care marketing must be developed in a sensitive way. Health is viewed by many people as a personal matter and marketing that strikes the wrong tone may be rejected by consumers. This is especially true in the case of targeted marketing. Consumers may feel like their privacy is being invaded if their receive marketing that is delivered because of recent health care purchases, for example. Companies that develop ad campaigns for the health care industry take special care to familiarize themselves with the demographics they intend to appeal to and to develop a campaign that will be engaging and interesting without feeling invasive.

Health care marketing includes print ads in magazines and newspapers, billboards, signage on bus shelters, radio advertising, and television spots. It can also include management of a brand's image through the use of press releases, press conferences, and other events targeted at the media. Depending on the company and the product, the marketing may be designed to set a variety of tones, ranging from one that might appeal to young consumers to ones addressed to people with embarrassing medical issues.

There is some controversy about health care marketing. Some governments restrict the type of marketing companies are allowed to conduct out of concerns that certain types of products should not be marketed directly to consumers. Other nations take a more relaxed regulatory attitude but will crack down on false claims in health care marketing. Such claims can be harmful for health care consumers as they may have difficulty evaluating them since they lack access to scientific studies and other information which can be used to weigh a claim against the facts.

Share
WiseGeek is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Mary McMahon
By Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a WiseGeek researcher and writer. Mary has a liberal arts degree from Goddard College and spends her free time reading, cooking, and exploring the great outdoors.

Editors' Picks

Discussion Comments
Mary McMahon
Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a...

Learn more
Share
https://www.wisegeek.net/what-is-health-care-marketing.htm
Copy this link
WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.

WiseGeek, in your inbox

Our latest articles, guides, and more, delivered daily.