There are some people in the medical industry who find the idea of marketing somewhat distasteful – particularly those who are actually healthcare providers. However, marketing is essential for any company. In fact, the medical industry is more competitive today than it ever has been.
The key to effective medical marketing and branding is to ensure that your target audience knows who you are, what you do, and why they should choose your company over your competitors. If you can accomplish those three things, then your marketing campaigns will be successful.
Logo Design for Medical Companies
The first key element of branding is choosing the right logo for your company. The logo you choose must be an accurate and compelling representation of your brand – and that’s not an easy thing to do.
One of the biggest challenges of logo design for medical companies is avoiding clichés. Many companies choose similar imagery for their logos and it can be difficult to make your brand memorable.
Medical Icons and Images
One of the first and most impactful elements of any effective logo is the iconography that represents your company and industry. In the medical industry, some of the most common icons include the caduceus, the heart, stethoscopes, and things of that nature.
If you handle marketing for a company that manufactures medical supplies, you might choose a stethoscope, a bandage, or a syringe to represent your company.
The key when you are choosing icons for your logo is to keep in mind that many companies probably already use a version of the icon you choose. Your job (and your logo designer’s job) is to ensure that you find a way to make a unique and memorable version of the icons you choose.
The Psychology of Colors and Health
The next element of logo design to consider is the colors you use. Colors have a strong psychological impact on the people who see them. For example, two of the most popular colors for medical logos are blue and red.
Blue is generally a conservative color. It conveys trust, serenity, and reliability. Dark blues tend to be more formal than light blues.
Red may convey excitement or passion. It also represents blood and is a common choice for medical companies that use hearts in their logos. It’s important to choose the right shade of red if you decide to use it, since you really don’t want something too bright.
Other colors that make an appearance in medical logos include yellow, which is bright and optimistic, and green, which is often used to symbolize natural healing and products.
Now let’s take a look at a logo that we designed to see how these three elements might come together.
This logo conveys the brand of the company it represents very well. The red and blue colors convey the things we talked about earlier, but they also clearly represent the veins and arteries in the human body, which are often displayed as blue and red in medical illustrations.
The image at the center was inspired by Leonardo da Vinci’s Vitruvian Man. It includes a few stylized lines to represent the major blood vessels of the body.
The typography of the logo is bold and strong. What makes it special is the flow of curving lines to represent veins.
The overall shape of the logo is a circle, which is often used as a symbol of warmth, caring, and completion.
This logo does a great deal to explain:
1) What industry this company is part of
2) What specific ailments and issues it treats
3) Why people should choose this company over others
4) That’s a lot to get across in a simple logo. The logo you choose should do the same.
Branding Concerns for Medical Companies
Now, let’s talk about some of the most common branding concerns for medical companies. The importance of branding is that it helps you to differentiate your company from others in the market.
Balancing Trust and Knowledge
First, you need to think about communicating your company’s core values to your audience. In the medical industry, the two most common values to be conveyed are trust and knowledge.
Trust is essential because whether you are marketing to healthcare providers or consumers, the products you make or the services you provide can have a profound effect on people’s lives. They need to be sure they can trust you with their health and well-being.
Knowledge matters because believing that you have the expertise and know-how to build safe products or provide safe services is the cornerstone of trust. In other words, you cannot expect people to trust you if they don’t believe you know how to help them.
The key to balancing these two things is to use authoritative branding that is simultaneously reassuring – not an easy feat.
Developing Your Brand’s Voice
One of the most effective ways to convey trust and knowledge is with the voice you choose for your brand’s marketing. Your voice is a combination of the tone you adopt and the language you use, both of which should be crafted to speak to your target audience.
Tone can be a tricky thing for medical companies. You want to be authoritative and knowledgeable, and those things are necessary no matter what area of the medical industry you are in.
However, companies that deal directly with consumers must also find a way to connect emotionally with their audience. A warm tone can do a great deal to reassure the public and build trust.
The language that medical professionals use may be difficult for civilians to understand. You need to balance the use of medical jargon with effective communication.
Tips for Effective Branding
To brand your company effectively, you must use all of the elements of your brand consistently. Here are some tips to help you do that.
1. Use your logo on your website, on social media, on printed marketing materials, and at in-person events.
2. Develop a customer persona so that everybody who speaks on behalf of your company knows who your target audience is.
3. Make sure everybody on your marketing team uses your brand’s voice whenever they communicate with the public.
If you do these three things, then you’ll be able to build a memorable medical brand.
Social Media Marketing for Medical Companies
Social media marketing is a must for all industries, and the medical industry is no exception. Here are some tips to use social media effectively.
How to Build Your Following
The first thing you need to do is to build a following. There are two easy ways to do this.
The first is to use your email list to invite people to follow you on social media. Facebook even has an option where you can send invitations via email directly from their site.
Another option is to boost a post or create a Facebook ad to attract new people to your page. You can run an ad for as little as a dollar a day, so this is an affordable way to build your following.
Choosing the Right Social Media Sites
If you want social media to be an effective marketing tool, then you have to choose the right sites to use to market your company.
Let’s start with the obvious. Companies who market to the general public should probably use Facebook as their primary social media site. It has enormous reach and people of all ages use it.
Business-to-business companies, on the other hand, might do well to use LinkedIn as their primary marketing resource. It’s the world’s largest business networking website.
Using other sites is up to you. You need to think about your target audience and where they are likely to be. For example, Pinterest users skew heavily female and tend to be affluent. Snapchat’s users are very young. Twitter attracts more men than women.
When you know your audience demographics, you’ll be able to decide which social media sites will earn a high return on your marketing investment.
Medical Content Marketing
Finally, let’s talk about content marketing. Content marketing is an effective tool for medical companies because it’s an effective method of building authority and trust.
The content you create yourself should always use your brand’s voice. Its purpose should be to inform and educate your followers. You want it to be entertaining but not silly.
The same is true of content you curate. You can find content to curate by following medical publications and authority sites and sharing their content as you see fit.
When you share content from another source, you should always add a bit of commentary. Explain why you’re sharing it and consider singling out a good point or mentioning something that you think is important when you do.
Medical marketing is tricky because the stakes are so high. Not only is the competition fierce, but the choice of which medical companies to patronize may actually be a life and death one for your target audience.
Following the advice here will help you build a strong medical brand, build trust, and grow your company.