[youtube]http://youtu.be/9aynErPHDgU[/youtube]

Reed Immer and Carolyn Walker are here today to talk about effective messaging and communications in healthcare marketing.

There is a huge divide between what healthcare providers know (because of their medical knowledge) and what patients know.  The big issue is that patients do not connect with medical jargon.  Most healthcare marketing and advertising uses confusing statistics or messaging that doesn’t get to the core of what the patient understands.

Doctors in hospitals are of course very proud of all the new technology and knowledge that they have. This can be great, but to show a patient a brain scan is something that does not connect with the patient or can even be very scary.

Bottom line for healthcare messaging: keep it simple and keep it emotional.  Communicate with your audience what the benefits are on an informational, factual and emotional level.