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I Could Be Your Customer, But I'm Not Necessarily Your ERIC TROW
Audience Eric Trow is VP/account strategy
by Eric Trow, Tuesday, April 19, 2011, 8:15 AM director at Brunner.
I snore. Or so I've been told. And just to be sure I know to take Recommend this article. 6
that seriously, healthcare professionals and marketers of health- people recommended this.
related products continue to reach out to me with warnings that 3 people like this. Be
snoring is a sign of a whole host of serious medical conditions. But, Like the first of your
frankly, it's mostly lost on me. After all, I sleep pretty soundly. I'm friends.
no more tired during the day than any other hard-working SHARE
professional my age (at least I have myself convinced of that). And
I have no symptoms of any co-morbidity that could compromise my
health (that's my self-diagnosis).
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As a marketing professional, I understand why healthcare
marketers would reach out to me. After all, I'm the one who is PRINT SUBSCRIBE
theoretically at risk and the one to whom any related product COMMENT RSS
would be sold to. But, since my snoring doesn't seem to be slowing
me down any, I know full well they won't make any real progress in
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We, as marketers, must identify the most influential targets, and
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Here are a few things to consider:
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When considering a target audience for a healthcare-related Anniversary
product or service, challenge yourself to identify not just the
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spouse or child with a condition may just be the one with the
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greatest motivation to find a solution. Social Media Agency
Who's Driving?
While it is important for sufferers to have greater conditional and risk awareness, consider who is
actually driving decisions and action. Contributing to efforts aimed at driving more men to get
prostate cancer screenings (most are reluctant to do so on their own), Lauren P. Wallner, lead
author and graduate research associate at the University of Michigan in Ann Arbor (Cancer
Epidemiology, Biomarkers and Prevention, 2008) said, "In terms of motivating people to get
screened, there may be a benefit in targeting wives and significant others as well as men." Look
for the audience that makes things happen.
Help or Hindrance?
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2. MediaPost Publications I Could Be Your Customer, But I'm Not Necessarily Your Audie... Page 2 of 3
When considering your true target audiences, think about those who help and those who may be
hindering your efforts or blocking progress. While the U.S. Army's efforts were successful in
converting candidates into believers, the organization recognized that one of the barriers to their
recruitment efforts wasn't the prospect they traditionally targeted; it was his or her parents.
Armed with that knowledge, the Army modified its "Army Strong" campaign and slogan to include
messaging aimed squarely at parents: "You made them strong. We'll make them Army strong."
I recently told my wife she should see a doctor about my snoring. And she did, without hesitation.
Recommend this article to others. 6 people recommended this.
Like 3 people like this. Be the first of your friends.
2 comments on "I Could Be Your Customer, But I'm Not Necessarily Your
Audience "
Eric Trow from Brunner
commented on: April 19, 2011 at 2:36 PM
I couldn't agree more Craig. And terrific examples. The more we recognize that rational people do not
necessarily act rationally, the better able we will be in effectively engaging them and, hopefully, motivating
them toward optimum choices. Especially when it comes to health. In the instance of sleep apnea--or any
healthcare issues that affect men for that matter--I agree there is usually an underlying emotional and
irrational resistance to seeking out solutions. And, to your point, there is little to be gained in that situation by
touting credentials and capabilities of caregivers or the revolutionary features of products. Until that individual
has been successfully engaged on an emotional level (which is often through an influencer)--or has experienced
a near catastrophic event as a result of his non-action (i.e.: falling asleep at the wheel, being fired for nodding
off in a meeting, or being kicked out of the bedroom)--he is not likely interested enough nor emotially invested
enough to listen let alone be motivated to action. We all have emotional triggers that can be infinitely more
powerful than a solid logical argument. It is our challenge as marketing professionals to find and expose the
nerves which can be stimulated to drive healthy action and choices. ET
Craig Gagnon from Gagnon Partnership LLC
commented on: April 19, 2011 at 11:28 AM
Eric, Good advice. There are often "influencers" who may be better targets for communications messages.
It brings up another issue that is also worth considering: the inherent illogical/emotional behavior of human
beings. People make all sorts of decisions, health care and otherwise, based on a variety of non-rational issues.
Consider one example. Having spent some time working in the world of tobacco control (counter marketing), its
obvious that well-educated, knowledgeable people are well aware of the dangers of tobacco, yet they continue
to smoke. It's not an awareness issue. And while physical addiction plays a role, there are still many who prefer
to smoke. So, efforts to combat the problem often focus on emotional appeals (from fear to guilt to rebellion -
in the case of the successful Truth campaign aimed at teens). Rarely does anyone spend time on education.
Shift back to hospital marketing. Many, many organizations continue to treat their targets as if they were not
emotionally involved in their health. They showcase the number of board-certified physicians on staff, awards
received, procedures performed, etc. As if they can make a logical argument as to why someone should seek
treatment. Moreover, at a time of transparency and accountable care, comparative pricing and outcomes data
are added to the communications mix. That's not to say that these facts are of no importance, just that people
are people and one's health is not only personal, it's emotional.
Not long ago, my wife needed surgery. She had options. She could have selected my client hospital, a highly
regarded and highly rated facility that also happens to be the closest hospital to our home. Instead, she chose
one that was a 45-minute drive away - past 4 other perfectly fine hospitals, including an academic medical
center. This was not logical, but it made her comfortable. She received very good care and a successful
outcome. But something else was at work in the decision-making process.
So, while I agree that your wife may be a better target than you to address your snoring, appealing to her
concern for your safety (or for her own sound sleep) will likely drive action better than listing the credentials of
the physicians or the number of satisfied patients.
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