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Medical Marketing VS Medical Advertising

Medical Marketing VS Medical Advertising

Medical and dental practice managers often confuse medical advertising with medical marketing. Medical marketing for healthcare practices is much broader and medical advertising is a subset of your medical marketing strategy.

Advertising is just one of the many “things”, “programs” or “techniques” launched to achieve a successful medical marketing program.  So medical advertising is one part, but very important part of medical marketing for a practice.  For example, the following is an ad for a a medical spa on Facebook.

So medical advertising is one part, but very important part of medical marketing for a practice.  For example, the following is an ad for a a medical spa on Facebook.

For example if you are a pediatric physician with focus on urgent care for children, and your goal is to acquire more patients, you may want to “market” your practice in 20 mile radius for potential parents of patients who may seek Pediatric Urgent Care.  For this effort you would typically  have many things to do :

Step 1: Sign for the building
Step 2: Business cards
Step 3: Doctor’s bio printed and promoted to local primary care physicians
Step 4: Providing free “meet-and-greet” for parents of potential pediatric patients
Step 5: Collaboration with local schools for “low-cost” physicals for school athletes
Step 6: Mail drop in 5 mile radius using USPS mail and flyers for parents of potential pediatric patients
Step 7: Networking with other local businesses close to your own location
Step 8: Using social media campaigns
Step 9: Making the lobby of the clinic a pleasing place for parents of potential pediatric patients and for children
Step 10: Referral program to market using existing for parents of potential pediatric patients
Step 11: Launching your online strategy to market your practice
Step 12: Offline advertising offline for your healthcare practice
Step 13: Online Advertising for your healthcare practice

Medical Advertising Defined

Advertising for doctors can be offline or online. Offline advertising for doctors refers to Billboards, Newspapers, Paper Yellow Pages, Ads in Cinemas, Radio Ads.  

Online Advertising for doctors refers to advertising focused on internet based mediums. For example:

  1. Google search advertising
  2. Facebook display ads
  3. SEO / Search Engine Optimizations
  4. Website conversion techniques to improve the actual patients generation from your website
  5. Advertising on Instagram
  6. Email marketing
  7. SMS/Text based marketing
  8. Display advertising

Example of an example of medical spa advertisement on Instagram

Medical Advertising Example 
Medical Advertising Example 

The following is an example of a marketing dashboard of a pain clinic in Texas. Marketing dashboards help you understand how many leads of new patients are being received and is your “advertising” and marketing working.

The following is an example of a marketing dashboard of a pain clinic in Texas. Marketing dashboards help you understand how many leads of new patients are being received and is your "advertising" and marketing working.

Medical Marketing vs. Medical Advertising: Understanding the Difference

Medical marketing is a broad term that encompasses all strategies and activities aimed at promoting a healthcare practice or service. It focuses on building relationships, educating patients, and creating a strong presence in the market over time. On the other hand, medical advertising is a subset of medical marketing, focusing specifically on paid promotional efforts to reach potential patients quickly and effectively.

Medical Marketing: The Big Picture

This involves a comprehensive strategy to attract and retain patients while building trust and credibility. Key components include:

  • Branding: Establishing a strong and consistent identity for the practice.
  • Public Relations: Developing and maintaining relationships with media outlets to foster positive publicity.
  • Content Marketing: Creating educational and engaging materials such as blog posts, videos, and infographics.
  • Social Media Marketing: Using platforms like Facebook, Instagram, or LinkedIn to engage with and inform patients.
  • Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results for relevant healthcare terms.
  • Patient Relationship Management (PRM): Building and nurturing long-term relationships with patients through personalized communication and follow-ups.

Medical Advertising: A Focused Tactic – Within the scope of the “medical marketing”

Advertising is a tactical, paid approach within the larger marketing strategy designed to drive immediate action or awareness. Common examples include:

  • TV/Radio Commercials: Reaching a wide audience through traditional media.
  • Print Ads: Promoting services in magazines, newspapers, or brochures.
  • Online Ads: Utilizing platforms like Google Ads or social media for targeted campaigns.
  • Billboards: Capturing attention in high-traffic areas with visually appealing ads.

Simplified Analogy

  • Medical Marketing is the roadmap for achieving long-term success in promoting healthcare services.
  • Medical Advertising is a vehicle within that roadmap, used for specific, action-oriented goals.

Think of medical marketing as the entire journey to promote a healthcare brand, while medical advertising is just one of the tools or vehicles used to travel along that journey. Together, they create a cohesive strategy to grow a practice effectively and reach patients in meaningful ways.

Medical Marketing vs. Medical Advertising: Understanding the Difference Medical marketing is a broad term that encompasses all strategies and activities aimed at promoting a healthcare practice or service. It focuses on building relationships, educating patients, and creating a strong presence in the market over time. On the other hand, medical advertising is a subset of medical marketing, focusing specifically on paid promotional efforts to reach potential patients quickly and effectively. Medical Marketing: The Big Picture This involves a comprehensive strategy to attract and retain patients while building trust and credibility. Key components include: Branding: Establishing a strong and consistent identity for the practice. Public Relations: Developing and maintaining relationships with media outlets to foster positive publicity. Content Marketing: Creating educational and engaging materials such as blog posts, videos, and infographics. Social Media Marketing: Using platforms like Facebook, Instagram, or LinkedIn to engage with and inform patients. Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results for relevant healthcare terms. Patient Relationship Management (PRM): Building and nurturing long-term relationships with patients through personalized communication and follow-ups. Medical Advertising: A Focused Tactic - Within the scope of the "medical marketing" Advertising is a tactical, paid approach within the larger marketing strategy designed to drive immediate action or awareness. Common examples include: TV/Radio Commercials: Reaching a wide audience through traditional media. Print Ads: Promoting services in magazines, newspapers, or brochures. Online Ads: Utilizing platforms like Google Ads or social media for targeted campaigns. Billboards: Capturing attention in high-traffic areas with visually appealing ads.
Medical Marketing vs. Medical Advertising: Understanding the Difference Medical marketing is a broad term that encompasses all strategies and activities aimed at promoting a healthcare practice or service. It focuses on building relationships, educating patients, and creating a strong presence in the market over time. On the other hand, medical advertising is a subset of medical marketing, focusing specifically on paid promotional efforts to reach potential patients quickly and effectively. Medical Marketing: The Big Picture This involves a comprehensive strategy to attract and retain patients while building trust and credibility. Key components include: Branding: Establishing a strong and consistent identity for the practice. Public Relations: Developing and maintaining relationships with media outlets to foster positive publicity. Content Marketing: Creating educational and engaging materials such as blog posts, videos, and infographics. Social Media Marketing: Using platforms like Facebook, Instagram, or LinkedIn to engage with and inform patients. Search Engine Optimization (SEO): Optimizing websites to rank higher in search engine results for relevant healthcare terms. Patient Relationship Management (PRM): Building and nurturing long-term relationships with patients through personalized communication and follow-ups. Medical Advertising: A Focused Tactic - Within the scope of the "medical marketing" Advertising is a tactical, paid approach within the larger marketing strategy designed to drive immediate action or awareness. Common examples include: TV/Radio Commercials: Reaching a wide audience through traditional media. Print Ads: Promoting services in magazines, newspapers, or brochures. Online Ads: Utilizing platforms like Google Ads or social media for targeted campaigns. Billboards: Capturing attention in high-traffic areas with visually appealing ads.