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From Denise's Desk: A Lesson Learned from the Pharmaceuticals

Let's face it, the drug companies know a thing or two about getting in front of the docs and growing their share-of-market. And, while you may not have the budget of a McKesson or necessarily want to follow in their exact footsteps, there is one practice that the drug companies have developed that's worth noting.

I'm talking about the phenomenon of a customer-driven marketing program; think Viagra, Lunesta, (and just about any other ad that includes the phrase, "Ask Your Doctor About..."). Ever wonder why drug company mass-media advertising expenditures are surpassing nearly every other industry? Simple. End-user advertising works. And, what's more, home care agencies and hospices can grow their market share by taking some tips from the pharmaceutical companies.

Our customizable newsletter templates, for example, are quick and easy solutions for end-user education. We have also created (and are continuing to create) extremely successful direct mail campaigns with a focus on taking the message to the consumer. For samples of some of our end-user marketing programs, visit our website or give Joe Estok a call at 1-866-695-9707.

Here are a few tips to remember when going direct to the consumer:

1. Don't sell; educate - the objective of end-user advertising in healthcare is to arm the patient with enough information for them to initiate the conversation with their physician. Two terrific examples of educational marketing tools are our newsletters, Caring Connections (for Home Health) and Passages (for hospice). We've also developed a line of disease specific patient-education brochures that referring physicians can distribute to their patients.

2. Remember the physician - It's important that your message doesn't alienate or create an awkward situation for the referring physician. Take this tidbit from the drug companies and always include the directive: "Ask your physician if home care (or hospice) is appropriate for your loved one."

3. Include your USP - while it's important to focus on the educational aspect, don't forget to tell customers why they should request your organization by name. Always include your Unique Selling Proposition. The last thing you want to do is sell the concept of hospice or home health and have the referral go to your competition.

4. Include a call to action - though education will always be the primary focus, don't forget to tell your prospective customers what the next step should be. Calls to action like "ask your physician", "visit our website", and "contact us today" should always be part of every marketing piece.