How to develop value propositions that appeal to physicians

Physicians don't have much free time. To capture their attention, your advertisements need to have strong value propositions that are easy and simple to understand at a glance.

Understanding medical value propositions

Combined with a strong marketing campaign, a well-defined value proposition will boost brand growth. In fact, a Kantar Millward Brown 10-year survey found brands with strong value propositions and excellent marketing campaigns grew 168 percent in brand value. Brands without strong value propositions only grew by 76 percent over the same period.

In short, a strong value proposition answers a simple question: Why should the buyer choose your brand over others?

When your advertisements clearly answer this question, buyers will have an easier time making a purchasing decision. This is especially true for products and services that require a longer buying cycle. For instance, a pharmaceutical marketer may want to use a value proposition to raise brand awareness and get physicians interested in trialing a new drug.

At the end of the day, defining your value proposition relies on a thorough understanding of your clients' needs. In the case of medical advertising, that means knowing what pain points physicians experience, understanding their current limitations and finding areas of need where your product or service can solve a problem.

If you haven't clearly defined the needs of your target audience, it's an indicator that more research is necessary.

Your value proposition needs to stand out above the competition.

Driving brand awareness with display advertisements

To develop an excellent brand proposition, you start by defining your clients' needs and then craft an easy-to-understand statement that any reader could understand. Let's take a look at an example:

"A good brand proposition is measurable."

The popular ride-sharing app Lyft has one of the simplest and most effective propositions. Indeed, it's only three words: "Rides in minutes." Despite its brevity, it conveys everything the target audience needs to know. It clearly states the services provided and tells us why it's different from the competition. Plus, it's measurable. It may not define exactly how many minutes a rider will have to wait, but it's understood that the wait won't be long - certainly shorter than a traditional taxicab service.

Your product may require more than a three-word explanation, but you should strive to for a similar level of simplicity. Keep in mind that busy physician readers don't have much time to devote to reading advertisements. Your proposition must be succinct, easily comprehensible and persuasive.

Remember, a good value proposition is needed to get potential clients interested in your product or service, and it will go a long way toward building brand awareness, but it still needs the support of a broader marketing campaign. Once the reader is interested in the value you can provide, he or she will want to know more - that's when a more complex and in-depth sales pitch can begin.

Finding an engaged physician audience

A good value proposition is only useful when you're able to get it in front of as many interested readers as possible. When you market to physicians, you can't only rely on traditional, wide-shot advertising methods.

Instead, you should consider delivering your message through a targeted multi-channel network that reaches physicians both online and off. Display ads in medical journals and expert-curated websites have a better chance of reaching your intended audience as they are often ranked as two of their most important and frequently utilized sources of professional information.

To learn more about how to reach your target physician audience, visit ELSMediaKits.com today.