question
I recently started a company offering patient advocacy services in Minnesota. Most of our clients come from direct searches online and referrals. At what point should I venture into radio or print ads? Also, any advice about social media advertising?
Kiki Rogers
Minnesota Advocates for Patients
answer
In cases like yours, the foundational question begins with target clarity. Knowing "who" should affect the "how" because various audiences use different media channels.
A review of your website paints a pretty broad picture of who might use your services. If your optimal targeting truly takes aim at anyone with a significant health care issue, then broad, undifferentiated media, like radio and print publications, are your ticket. Just be prepared to have deep pockets for your marketing spending.
However, even traditional media can be thoughtfully and efficiently targeted — but that brings us back to knowing who represents the most lucrative and/or persuadable group.
In the case of your firm, identifying those most likely to both afford and appreciate your offerings is essential. Plus, caregivers or other loved ones may influence the purchase decision.
Your narrow focus means you can direct messages specifically to the people in need. For instance, millennials with both an acute illness and lots of discretionary funds may be a minority in the group, so social media channels may not be a first choice. Plus, many millennials are on their parents' insurance until age 26.
