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American Heart Month. Breast Cancer Awareness Month. World Asthma Day. Healthcare observances like these bring opportunities to raise awareness and create greater visibility for your healthcare organization.

If you've been marketing your key services to coordinate with health observances for years but you're wanting to take it to the next level, here are seven strategies to help you maximize your marketing efforts around awareness dates.

1. Enhance community engagement by hosting virtual or in-person events. Organize webinars, Q&A sessions or community health fairs aligned with specific health observances. These events can provide valuable information while showcasing your organization's expertise.
2. Segment your audience. Tailor your messaging and content to specific demographic groups. For example, create separate campaigns for millennials and seniors during National Nutrition Month.
3. Help consumers understand how a health observance relates to their personal situation. Strong calls to action are crucial for linking people to your services, but they may need more information to help with their decisions. For example, in addition to directing people to make an appointment during Skin Cancer Awareness Month, steer them to a skin-check infographic or risk assessment tool on your website.
4. Use patient testimonials. Consumers find stories about real people who overcame a health challenge particularly compelling. These stories are a great way to showcase your organization's services, expertise and compassion around a healthcare awareness topic, like breast cancer screenings.
5. Partner with local organizations. Collaborate with local businesses, schools or nonprofits to expand your reach. For instance, partner with a local gym for a heart health awareness event during American Heart Month.
6. Utilize various content formats. Diversify your content types to cater to different audience preferences. Consider: Infographics summarizing key statistics. Short video interviews with specialists. Podcasts featuring expert discussions. Interactive quizzes to assess risk factors.
7. Create a themed content series. Develop a series of related content pieces around each health observance. For example, for Arthritis Awareness Month, create a multipart blog series covering different aspects of arthritis management, treatment options and patient stories.

See the results

By incorporating these strategies, you can create more comprehensive and impactful health observance campaigns that not only raise awareness but also drive meaningful engagement with your healthcare services.

Categories: Marketing