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Medical Marketing is the promotion of goods or services to healthcare providers in order to induce a recommendation for said goods or services to patients. Unlike in consumer marketing, you’re not trying to sell your product directly to healthcare providers. Medical marketing is about gaining brand advocates, product endorsements and life-long recommenders of your product.
Here are 3 reasons you need to consider medical marketing for your Natural and/or Organic CPG business:
Companies are used to spending money across the entire consumer marketing funnel to acquire new product users. While consumers naturally churn, aligned healthcare providers will offer a steady and evergreen source of referrals and new starts. Therefore, CPG companies that invest in medical marketing stand to benefit from the value of a continuous stream of new leads for every HCP gained, thereby reducing overall COA.
Medical providers are gold-star contact points between your product and customers. They are your eyes and ears and know exactly when your product would be suited to their patients’ wants and needs. Product recommendations from healthcare providers are highly valuable and are likely to lead to new starts, recurring sales, and top-line growth.
Medical providers receive regular feedback from their patients and develop a good sense of how effective products may be. Brands and products that are recommended are likely to be considered tried and true by consumers and external partners.
Healthcare providers are some of your best marketing assets if you can get them to see the value of your product. To do that, you must find the right providers, market them, and earn their trust and recommendations.
So, you've decided to leverage Medical Marketing in your Natural and/or Organic CPG Business. Excellent! But now what?? It can be hard to know how and where to start. Without a foundation in healthcare, many companies can struggle to identify their target healthcare professionals, map their journey from awareness to brand advocates and refine the tactics that will deliver a strong ROI.
Support is available! If you are interested to learn more about how your business can benefit from this strong channel, we encourage you to consider our course dedicated to this topic: Medical Marketing for Natural and Organic CPG. By the end of this course, you will have a medical marketing plan and the confidence to leverage healthcare professionals to grow your sales.
Have questions and/or would like further information? Drop us an email at hello@uprisingnaturals.com.