If you’re looking to start an online marketing campaign you’ve probably considered the many benefits of digital marketing and social media; targeting the right audience, measuring the success of your campaign and keeping your finger on the pulse of what’s trending. You’re in luck because we’ve got you covered! In this article, we’ll guide you through the entire process of launching an online marketing campaign for health from concept to execution so you can enjoy the benefits of a successful campaign without the burden of having to figure it out for yourself.

Step One: Set a Target Market

The first step in any marketing campaign is to identify your target audience. For a medical online marketing campaign, your ideal customer is someone who is actively researching health conditions and medications online. They might also visit health blogs or websites to learn about dieting, fitness tips, or ways to improve their mind over their body. Your target audience probably isn’t just one person; they might be a couple searching for a baby bump watch that’s both functional and fashionable. Or, they could be an older person looking for a new medication after becoming frustrated with their current condition.

Now, you don’t need to go overboard and target the whole world. Set a small focus group of friends, family and colleagues to act as your guinea pigs. Use a tool like SurveyMonkey, Qualtrics, or SurveyPlus to get invaluable feedback from real people about your product or service. The key takeaway from this step is to pick a niche you’re passionate about and can speak to directly.

Step Two: Identify Your Audience’s Needs & Wants

The next step involves using what you’ve learned from the previous step to better understand your audience’s needs and wants. You can use a tool like SurveyMonkey, Qualtrics, or SurveyPlus to get feedback from a large pool of potential customers. Alternatively, you can create a product suggestion list using Google Products and filter it by Demographics. 

The needs & wants of your target audience determine the content and language you’ll use to successfully engage with them. For example, if your target audience mainly consists of early-stage adopters who are tech-savvy and Instagram-obsessed, you might consider creating an app specifically for women that allows them to follow the trending beauty stories on the platform.

Think of the products you use on a daily basis, whether it’s food, clothing, or accessories. Then, ask yourself, “Does this product solve a problem for this particular audience?” If so, you’ve found your answer and can move on to the next step.

Step Three: Match Your Product to the Target Market

Your product should match your target audience’s needs & wants. To determine the right product for your target audience, you need to understand their circumstances and the challenges they face. One way to do this is to ask friends, family members, and colleagues to co-create a product suggestion list using SurveyMonkey, Qualtrics, or SurveyPlus. Alternatively, you can create a persona and use that to guide your product suggestion list. Using a tool like Customer.js will also help you segment your target audience, find the core values and characteristics of your ideal customer, and build a buyer persona.

Once you’ve got your product suggestion list ready to go, start looking for ways to solve the problems and challenges your audience faces. Then, you can align your product to meet their needs and wants. If you can’t solve their problems with your product, maybe you’ve picked the wrong problem to solve. Is your product too technical for your target audience? Does it require specialized training to use? Does it solve a problem that’s unique to your industry?

If you can find a way to match your product to the target market you’ve chosen, you’ll enjoy the benefits of a high-quality end product that provides value and builds trust with your audience. This, in turn, will lead to more conversions and, eventually, happier customers.

Step Four: Generate Demand For Your Product

The final step in any marketing campaign is to generate demand for your product. Now, you don’t need to go overboard and bombard your audience with ads. Instead, you can use a few high-quality resources to get the word out about your product. Here are a few low-cost and high-impact options:

• PR: Getting publicity is one of the most cost-effective ways to generate demand for your product. You can reach thousands of journalists’ eyes for free through PR, but you’ll need to put in the work to make sure your story is picked up. To find the right people to approach, you can use search engine optimization (SEO) or try contacting a trade magazine that might be interested in featuring your story. Alternatively, you can look for online communities that connect bloggers and journalists. Finally, you can run ads on social media or pay-per-click (PPC) platforms to gain instant visibility.
• EMAIL SIGNALS: One of the best things you can do for your marketing campaign is to set up automated email blasts. You can do this through a service like HubSpot, which builds email marketing campaigns, or through a tool like MailChimp. The key takeaway from this step is to generate curiosity about your product instead of simply pitching it.
• GRASS ROOTS: Finally, you can leverage your existing relationships with bloggers, journalists, and other content creators to get the word out about your product. Do you have a friend who is a successful entrepreneur? Or, perhaps, an investor who might be interested in backing your company? Use your connections to get in touch with them and see if they’d be interested in writing an article about your product. Or, consider reaching out to an industry influencer or a podcast to see if they would be interested in interviewing you about your mission statement or to tell their audience about your product. By generating demand from the inside, you’ll be able to avoid the middleman and save money on your overall marketing plan.

Wrapping Up

Hopefully, this article gave you a good idea of the various steps you need to take to successfully launch an online marketing campaign for health. You now know how to pick a target market, identify their needs & wants, and find the right product for that audience. From there, you can generate demand for your product through a combination of low-cost and high-impact strategies.

If you’d like to learn more, I highly recommend checking out the HubSpot Blog or the Google Ads Blog for in-depth explanations of how to perform key functions on your behalf. You can also find a wealth of information on the web at Wikipedia or StackExchange. And, last but not least, be sure to read the fine print on any product or service you use; this will ensure you’re not being tricked or taking on obligations you’re not prepared for. Good luck out there.