CLARITY IN COMMUNICATION, PT. 2
Many hospitals use the term diagnostics to refer to their imaging technology. Our previous Pulse360 surveys revealed that target audiences often don’t define “diagnostics” the same way hospitals do – which can seriously undermine marketing efforts.
In our most recent poll, consumers again showed that how you market even clearly-defined diagnostics, can make a difference.
When asked what type of MRI they preferred – open or closed – 74 percent of insured women across the Southeast said an open MRI. The next largest group, 24 percent, had no preference. Only two percent would select a closed MRI.
When told that image quality is sharper in a closed MRI, women’s responses changed dramatically. Nearly three quarters said they would prefer a closed MRI – a whopping 71% swing. Only 19 percent would stick with an open MRI, leaving nine percent with no preference.
HOW TO CONVEY THE MESSAGE
Clearly defining your key message is the first step to successful communication. Then it’s about how well you convey that message. Here, consumers naturally assumed open = better. Until more information effectively revealed the “what’s in it for me?” Better image quality. Which leads to more accurate diagnosis and treatment – the whole reason physicians and their patients seek diagnostics like MRIs. Choosing your message and words wisely can greatly impact the effectiveness of your marketing and your bottom line.
If you are ever unsure about the best way to communicate a service,
ask your target audience. Find out if they understand your messages the same way you do.
If you would like to learn how The Adams Group and Pulse360 can impact your hospital’s marketing program, please contact our president, Wayne Adams, at 888-765-1223 or email@example.com.