Thought leadership, it’s important in all B2B areas but also in an industry such as healthcare. What you know, as well as topic sensitivity and regulations can be very heavily weighed. However, that doesn’t mean that marketing should be boring, or stale, or non existent. At the end of the day, you are dealing with people and people consume information through all social networks, the web, forums, blogs, articles, etc, etc, etc. This means, that your information should be readily available in these places and in these ways.
You don’t have to have the wildest ads, because at the end of the day you are potentially dealing with sensitive topics and are creating awareness around them. As a marketer, don’t be put off when your manager or client says that you can’t really do something. Take his or her advice, then do some due diligence. Perhaps the competition is already doing something you’ve suggested. Bring this up to him or her and make them aware of the situation, and perhaps, they will be more likely to let you at least run some distance with an idea to see where it might lead.
But if I were to weigh things, I think that thought leadership and good, optimized, content is what will get you the most bang for your buck. You’ll be found easier and hopefully your content will be what brings people to your practice or healthcare provider.
But don’t take my word for it, here are some great tips from Hubspot on the matter as well – 3 Keys to Digital Marketing in Healthcare as well as some great advertising campaigns as gathered by the healthcare marketer.