NBA stars, Olympic swimmers, MLB players, heavy-weight boxing champs, NFL linemen and even Dwayne “The Rock” Johnson spent the past year sharing their mental, physical and emotional health struggles with the world. Why? Because too many men suffer with or die from preventable causes each year and they are tired of ignoring it.
Maximize Your Campaign Results with these 4 Strategies
Focus on a specific task
Straightforward, problem-solution communication motivates a male audience to act. Try giving them a problem and one specific thing they can do to address that problem. For example, create a poster or social media image that says, “Heart disease is responsible for 1 in 4 male deaths,” followed by a call-to-action telling men, “Don’t be the 1 in 4 – visit your primary care doctor each year to find out your risk level.” Make it easy to convert this knowledge into taking action by adding a link to the “Find a Doctor” webpage or online scheduling.
If you aren’t sure what condition/service to promote, think general health campaign combo: “June is Men’s Health Month. Schedule a check-up with your primary care doctor today.”
Identify your superstars
Professional athletes dominate the national news cycle about men’s health, but they aren’t the only ones who can attract an audience. During June, highlight your local superstars – your men’s health specialists. Tell the community which providers help men take care of knee and hip issues, who does a sleep study to check out snoring and who knows when anger is actually depression. Bonus points if you can capture a quick video and share a testimonial from an actual patient who lives a fuller life after receiving care from one of your superstars.
What’s in it for them?
As marketers we know that consumers choose products and services based on self-interest, or “What’s in it for me?” In healthcare, the patient receives better health, a longer life, less pain and suffering when they follow your prompts to get screenings or make appointments.
COVID threw a big wrench into many of our preventative care plans, so marketing teams across the country are now prioritizing communication around wellness and the importance of rescheduling delayed appointments. Use your awareness campaign to remind men to get back on track managing their sugar intake if they’re diabetic or to prioritize a prostate cancer screening. And don’t forget to mention the impact on family and friends. By taking better care of themselves, they ensure more birthdays and holidays spent with their loved ones.
Emphasize the convenience
While Men’s Health Month targets men and encourages them to seek necessary medical treatment and advice, we can’t ignore women. A study by the Center for Talent Innovation says, “Whether or not they are married or have children, 94% of women make healthcare decisions for themselves and 59% make healthcare decisions for others.”
When deciding who needs what services, time and convenience play a critical role for women juggling multiple responsibilities. Tools such as self-scheduling, online scheduling, video appointments and electronic check-in make it possible for families to make decisions about healthcare after work or school events, when they can talk and coordinate schedules. Additional features like calendar or smart phone notifications remove some of the burden related to “I forgot” and “No one reminded me.”
The take-home message here: By making the scheduling process convenient and easy for your female audience, you will increase the number of male patients across service lines.
At Ten Adams, we know healthcare.
Are you feeling stuck trying to capture and convert reluctant audiences? Take advantage of our no-strings-attached strategy hour. We guarantee you’ll walk away with big ideas. No fee or commitment, just one team helping another team tackle an important issue like men’s health. Contact us today.