First of all, 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.
However, the key to effective marketing and branding for the medical industry 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 medical logo design for your company. For instance, 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.
The Use Of Medical Icons and Images When Branding For The Medical Industry
One of the first and most impactful elements of any effective branding for the medical industry is of course the logo. It 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 branding for the medical industry 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 and are therefor really important to consider when branding for the medical industry. 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.
Logo Analysis For A Medical Company
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.
For example, the image at the center was inspired by Leonardo da Vinci’s Vitruvian Man. Including a few stylized lines to represent the major blood vessels of the body.
More so, the typography of the logo is bold and strong. What makes it special is the flow of curving lines to represent veins.
More importantly, 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 medical logo you choose should do the same.
Branding Concerns for Medical Industries
Now, let’s talk about some of the most common branding concerns for the medical industry. The importance of branding is that it helps you to differentiate your company from others in the market.
Balancing Trust and Knowledge In Medical Companies
First, you need to think about communicating your company’s core values to your audience especially when branding fro the medical industry. Therefore, the two most common values to be conveyed are trust and knowledge.
However, 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. Furthermore, they need to be sure they can trust you with their health and well-being.
After all, 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.
Therefore, 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.
For instance, 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.
Another aspect is 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 For The Medical Industry
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. Firstly, use your logo on your website, on social media, on printed marketing materials, and at in-person events.
2. Secondly, develop a customer persona so that everybody who speaks on behalf of your company knows who your target audience is.
3. Thirdly, 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
Most of all, 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 For The Medical Industry
The first thing you need to do is to build a following. There are two easy ways to do this.
First of all 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.
When trying to craft a social media strategy, choosing the right social media sites is crucial. The goal is to connect with the audience on the platform they use the most while utilizing the site’s specific features.
For example, Instagram and SnapChat are popular among younger audiences, while Facebook and LinkedIn attract professionals. If targeting a particular niche audience, understanding their interests and behaviors will help determine the best platform to reach them. However, it is also vital to evaluate the company’s content type, as certain platforms are better suited for certain formats like video or images.
The key is to research, experiment, and evaluate the social media sites that will provide the best results for the company’s objectives.
Let’s mention LinkedIn, as 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.
However, 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.
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 Industry 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.
More importantly, the content you create yourself should always use your brand’s voice. You can add this in a blog for example, Furthermore, 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.
However, when you share content from another source, you should always add a bit of commentary. Also, explain why you’re sharing it and consider singling out a good point or mentioning something that you think is important when you do.
Conclusion In n Branding For the Medical Industry
Above all, 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.
Therefore, following the advice here will help you build a strong medical brand, build trust, and grow your company.