Sometimes, when I read a press release, white paper or a web page from a healthcare IT company, a life sciences organization or a healthcare provider, I find myself shaking my head and saying: Huh?
And, I quickly move on to something else.
In many of these pieces, there’s lots of clinical or technical information, which needs to be there. There’s lots of brand messages, which need to be there. There’s lots of opinions from key subject matter experts, which need to be there.
But I still don’t know what the marketing piece is about. Fortunately, I have a simple fix. Healthcare marketers can refer to the journalists’ six questions every time they produce a piece. You just need to take a look at these questions – and make sure your piece answers each of them:
- Who: Who is involved? Who is most affected?
- What: What is the product or service? What does it do?
- Where: Where is the product or service implemented? Where is it available?
- When: When was or will the product or service be implemented? When did the organization or industry face the challenge?
- Why: Why is the product or service needed? Why is it the right solution to address various challenges?
- How: How is the product or service best implemented? How do organizations best leverage the product or service?
By ensuring that your marketing pieces answer these questions., readers will know what you are writing about – and will keep reading. Then, you can confidently move forward and include all of the other messaging that you are trying to convey.
Interested in learning how By McCormack Services can leverage the journalists’ questions to help you create engaging marketing materials? Contact us today to discuss potential projects.