Example of success: comprehensive methods of promoting a medical center in a competitive environment
Posted: Tue Jan 21, 2025 8:15 am
In the modern world, competition in the medical services sector is incredibly high. Managers of medical centers need to not only offer quality services, but also effectively promote them on the market. In this article, we will consider a comprehensive approach to promoting a medical center in a competitive environment using the example of an institution from a large Russian city, which, thanks to a well-organized strategy, was able to take a leading position on the market.
1. Market and target audience analysis
Monitoring the market and competitive environment
The first stage in planning the promotion strategy was a thorough market analysis. The specialists studied the competitors' offers, identified their strengths and weaknesses. They also analyzed the requests of potential clients and trends in the field of medical services. This made it possible to determine the unique selling proposition (USP) of the medical center, which formed the basis of the entire marketing strategy.
The key factor of success was the focus on under-occupied niches and new zealand mobile number list specializations that were in demand among the population, but poorly represented by competitors.
Defining the target audience
Productive promotion of a medical center is impossible without a clear definition of the target audience. In our case, these were city residents aged 25 to 45, interested in planned and emergency medical care, including paid services of higher quality. Particular attention was paid to parents of young children and representatives of the premium segment.
The locations where the potential audience spends most of their time were also identified, which made it possible to set up geotargeted advertising in the future.
1. Market and target audience analysis
Monitoring the market and competitive environment
The first stage in planning the promotion strategy was a thorough market analysis. The specialists studied the competitors' offers, identified their strengths and weaknesses. They also analyzed the requests of potential clients and trends in the field of medical services. This made it possible to determine the unique selling proposition (USP) of the medical center, which formed the basis of the entire marketing strategy.
The key factor of success was the focus on under-occupied niches and new zealand mobile number list specializations that were in demand among the population, but poorly represented by competitors.
Defining the target audience
Productive promotion of a medical center is impossible without a clear definition of the target audience. In our case, these were city residents aged 25 to 45, interested in planned and emergency medical care, including paid services of higher quality. Particular attention was paid to parents of young children and representatives of the premium segment.
The locations where the potential audience spends most of their time were also identified, which made it possible to set up geotargeted advertising in the future.