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Marketing a Medical Research Center
The value and earning capacity of a medical research center largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
For a medical research center, exceptional product quality is only part of the struggle to meet revenue goals.
Common sense and practical decision making are part of the marketing equation. However, the most visible brands are always on the lookout for the marketing tactics competitive medical research centers utilize in the marketplace.
The PR and marketing community has embraced technology with open arms, transforming basic marketing concepts into sophisticated, tech-driven systems and solutions. As a result, a primary concern of growth-oriented medical research centers tends to be a search for news to leverage technology to scale up the organization's promotional firepower. If possible, business owners should gravitate toward technologies that deliver greater ROI than traditional marketing channels.
If you haven't done so already, the first step in marketing your medical research center is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
Measurement and evaluation are critical considerations for effective PR and marketing plans. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. However, measuring the amount of influence your brand has in the marketplace can be trickier. Fortunately, media monitoring has the ability to give your medical research center a sense of market presence and other variables that are difficult to quantify. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
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