There’s no doubt that knowing and understanding your customer is a key facet of marketing and communications. Some customers and markets are more complex than others and healthcare certainly falls into this bracket.
Finding the way
Without specialist knowledge of the sector– gained over years of experience – understanding its unique idiosyncrasies and getting results can be likened to diagnosing and treating a rare disease. You might get there in the end, but you’ll encounter countless impasses and roundabouts in the process. In the meantime, you might well ‘prescribe’ marketing messages and remedies that miss the mark or have side effects that you hadn’t predicted.
Drawing on considerable combined total of 25 years’ involvement in marketing for the NHS, the CJAM team has insider knowledge of primary care and NHS Trusts, and the interrelationships between commissioners, GPs, hospitals and other healthcare professionals. Engagement in the sector allows enhanced understanding of the changes taking place in the marketplace outlining new models of care such as the Five Year Forward View and Sustainability and Transformation Plans – all of which can combine to inform and align our strategies for clients.
From advertising standards, to knowing how to reach specific audiences and building relationships with stakeholders and key decision makers, healthcare communications is a multi-faceted discipline. Providing expert help to navigate the intricacies of the NHS and help drive change is not to be underestimated, nor is the increasing consumer empowerment, their appetite for health-related information and the pitfalls of direct to consumer communications.
Healthcare marketing is heavily regulated by statutory bodies such as the GMC, NMC and HCPC for professionals and their services. For pharmaceuticals and devices the ABPI, PAGB and MHRA oversee standards. The team at CJAM Group is conversant with their latest guidelines and codes of practice as well as those set out by the Advertising Standards Authority such as CAP and BCAP. Industry knowledge of this depth intercepts potentially reputation-harming incidents such as ill-informed social media promotion or making ambiguous claims.
CJAM employs carefully selected channels and tactics including advertising, events, direct marketing, social media, content creation, 24 hour press office, annual reports, patient information internal and stakeholder communications to ensure activities meet the needs of clients from healthcare service providers to professional associations.
For further information on our specialist healthcare team contact us.