Medical marketing often misses the mark

Somebody finally decided to ask us consumers of medical care whether we “get” their approach to warning us about cholesterol. The answer: a resounding no.

“Throughout the focus groups, participants claimed that cholesterol numbers were not an effective means to understand their risk for CVD [cardiovascular disease] and indicated that they did not personally relate to the abstractions that cholesterol numbers represented… None of the participants recognized the [National Cholesterol Education Program] slogan ‘Know your cholesterol numbers, know your risk,’ and none found it compelling.”

Yep. Members of the scientific/medical community spent so much time learning the vast and complicated terminology for the multitude of complex medical concepts that they tend to forget that most of what they say means nothing to the end-user–clearly not a good situation if you’re genuinely interested in practicing preventive care and getting your patients to cooperate in guarding their own health. Read the rest here

Plain English is always the best policy–especially in marketing or promotion. If you need your complex concepts translated into language your prospects will actually understand–so they’ll know if they should buy your service/products/ideas–give me a call.

Leave a Reply

This blog is kept spam free by WP-SpamFree.