by Shahar Boyayan business advisor
Things have changed. Home health care (HHC) products are selling as impulse products on TV commercials, infomercials and cable shopping networks.
We know advertising is crucial to any business and we always need to be on the lookout for ways to be in front of customers and prospects so we can be top of mind when they are ready to buy.
A multi-media approach is the key. One is the worst number in marketing. You need to fight to be everywhere. Print media matters, radio ads on local markets can be very effective, social media fosters engagement and awareness and can become a water cooler conversation when done right.
For hhc companies advertising budgets tend to be between $800 to $1,500 a month. That should be enough to use at least the three mediuns above.
Remember some key points:
Marketing is a long term commitiment. Doing once will not bring you the right results.
You need to know who your customer really is and look for grassroots ways to promote your business. For example: Sell to boomers? Put flyers at Wholefoods a supermarket known to attract baby boomers.
Focus on what really makes you unique and relevant to your market.
Learn the habits of your ideal customer. For example: Most seniors watch early-morning TV, while caregivers watch prime time. This would help you choose the right media for them.
Don’t discard disruptive media channels and social media just because you might not be a user of these platforms. Remember: You are not your audience.