Marketing to Physicians? Ditch the Jargon and Use Plain Language
Ahava Leibtag
It’s hard to absorb new information through reading. Especially when you’re reading about a complex topic like health information. That’s why plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication.
But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing (and we can prove it).
Understanding Physician Marketing
Physician marketing simply means marketing to doctors. As a hospital marketer, you may market to physicians to bolster recruitment and referrals. As a health care business-to-business (B2B) marketer, physicians represent a segment of your key decision-makers.
Health care organizations market to physicians through thought leadership content and sales materials. When engaging with health systems or making purchasing decisions, physicians often read:
- Case studies
- White papers
- Research reports
- Web content
- Product brochures
- Comparison charts
Marketing to doctors is different from marketing to patients. Health literacy isn’t a concern with this audience — they understand the jargon, complexities, and nuances of health.
That should make physician marketing simple, right? Not quite.
In a new article, Ahava Leibtag shares research revealing why marketing to physicians is more effective when using plain language over technical jargon, plus tactics to effectively market to physicians.
Read the full article here: Proven: Physicians Prefer Plain-Language Marketing
Best regards,
Matt Humphrey
President