Amazing Medical Program needs marketing

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  • on 01.07.09
  • creampiesca.com
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  • Imagine you don't have access to great doctors and physicians. You or a family member has a medical problem and you're not sure what to do, or if your doctor is completely right. Now imagine if, from anywhere in the world, you can have a Harvard doctor with expertise in your area look at your case and provide comments and solutions to your hometown doctor. How valuable is it to you to have your medical case reviewed by a Harvard doctor to ensure the best second opinion anywhere in the world, regardless if you live in California, France, or the Middle East. Our company works with Harvard Doctors to do this. Each case is less than a $1000. My question is, what is the best way to market this business? People all over the world should know about this, but lets start out with the US first. I need help in marketing strategies and PR strategies. What would you do?


  • Dear boburkel: I have four ideas for you: First, there are a lot of people using the Internet to find health care information. One survey of people seeking health care information found that 49% of them use the Internet for a second opinion. These people strike me as exactly the sort of people you are looking to attract your service. Therefore, I would think that paid placement in targeted search results for common serious medical conditions and online advertising on popular health information sites would be effective. Second, most major health conditions have one or more patient advocacy groups with web sites and publications. For example, the Arthritis Foundation has an extensive web site and a substantial magazine that is sent out to its members every other month. Frequently, people newly diagnosed with a condition will receive information from their physician about such groups, and they will visit their web site and/or receive their publications to learn more about it. Advertising on such groups' web sites and in their publications will again target the type of people you are looking for. Third, there are a number of health-oriented publications of a more general nature, such as Prevention magazine, that health-conscious consumers buy. These probably cost somewhat more to advertise in, and are probably not as targeted as the previous two ideas, but still may be worth doing. Finally, don't overlook Harvard itself. Harvard publishes a Harvard Health Letter, a Harvard Heart Letter, a Harvard Mental Health Letter, a Harvard Women's Health Watch, and a Harvard Men's Health Watch. The subscribers to these publications would be extremely interested in the opportunity to get a second opinion from a Harvard physician since the Harvard brand-name obviously is meaningful to them. The Mayo Clinic and others publish similar newsletters, but I don't know if they would accept outside advertising for something Harvard related. I hope the following links are useful in helping you better understand consumer usage of the Internet for health topics. Also, note that Europeans are also avid consumers of Internet health care information, so you may wind up reaching the English-speaking ones with your efforts to attract US consumers. Good luck with your business Wonko http://www.health.harvard.edu/ Information about the various Harvard health publications mentioned above. http://www.hon.ch/Survey/8th_HON_results.html Health on the Net Foundation 49% of the respondents to the survey use the Internet for a second opinion. http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358606&rel=true Manhattan Research: US consumers plan health care on the Net "Nov 27 2002: The number of Americans visiting hospital and health plan websites has tripled in the past year, according to a new Manhattan Research study. The research indicates that 10.3 million online consumers have used a hospital website in the past three months, up from three million last year. In addition, 38.5 million other consumers are interested in receiving information from a hospital website in the future." http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905357995&rel=true TechNews.com: Americans use Net to look after themselves "May 27 2002: Newsbytes reports that 73 million US adults go online to research health-related topics. According to new research from Pew Internet and American Life, around 72 percent of women use the Net to look for health information, compared to 51 percent of men." http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905358381&rel=true BBC Online Network: Growth in numbers seeking health info online "Sep 16 2002: The BBC reports that more people are turning to the Internet to look for health information for themselves and their families. This is according to a new study from Datamonitor. The research company surveyed over 4,500 adults in France, Germany, Italy, Spain, the UK and the US, and found that 57 percent of respondents had consulted Internet sources when looking for health information."







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