Healthcare is a unique industry; being a business centered around people requires it to be conducted with a certain decorum and sensitivity when it comes to marketing. It is commonplace in the medical community to confuse marketing with advertising, this can be an error that greatly affects the effectiveness of a marketing scheme. To avoid making mistakes in this regard, there is a simple solution, understanding the differences between advertising and marketing.
The definition of Advertising is: the act or practice of calling public attention to one”s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. (dictionary.com)
Though this may seem like an accurate depiction of your aims, it is one that portrays primary consideration of the business’s goals rather than what that business can offer its clients or customers. Advertising is only a piece of the puzzle in an effective marketing strategy.
The definition of Marketing is: the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. (dictionary.com)
Marketing is essentially a utilization of different methods in order to encourage the public to utilize your services. However the fundamental difference in Healthcare marketing is the emphasis on not only your desire to expand from advertising, but to offer consumers something in return- comfort, confidence and benefits from the services you can offer them. The blending of advertising and marketing, with increased consideration and aim towards the consumer benefits, will result in success.