Welcome to the next issue of Marketing Playground
This month, we’re going to explore effective marketing communications for specialized industries like healthcare, pharmaceuticals, biotech, information technology, and others.
Sometimes the job of a marketing team is to translate the intricacies of complex industries for audiences with varying levels of understanding. This can include consumers, other professionals
in the same industry, or internal stakeholders.
In this issue of Marketing Playground, we’ll talk about some key strategies to help make the complex simple, supported by our vast experience in healthcare and managed markets advertising.
Technical writers are worth their weight in gold
Over years of working in specialized markets, we’ve learned that conveying certain concepts clearly and concisely can be challenging. The ability to break down technical data and intricate concepts is a valuable skill, so it pays to invest in writers who have experience recognizing and simplifying complex stories.
An experienced technical writer can distill the information down to its core components, avoid ambiguity, and streamline out unnecessary details or technical terminology that may confuse or overwhelm the audience. They will know how to use real-world examples to illustrate concepts in practice, making them more tangible and accessible.
Don’t underestimate visual simplicity
There is more to a top-notch communications team than writers. Graphic design is just as important when it comes to illustrating complicated information in an understandable way.
One key element of communication is not overwhelming your audience. Some concepts need a lot of text to explain, so breaking them up into smaller steps, bullets, or infographics can help your audience to digest them a little easier.
Visual aids such as charts, graphs, and infographics are also invaluable, allowing the audience to quickly grasp key points and relationships. They can (and should) be adapted based on the audience. Should they be more data driven or less? Flashy or simple? More focused on numbers or limited to high-level concepts? The right visuals should enhance rather than distract from the message. The answer to the questions above should be based on the data
Here are 5 tips to simplify your marketing message
- Focus on benefits to your audience: Highlight the benefits of your product or services and how this can solve your target market’s problems or address their needs.
- Visuals speak louder than words: Images, infographics and videos can convey your message and capture the attention of your audience.
- Be clear and concise: Avoid jargon and complicated language. Use simple and straightforward wording that anyone can understand.
- Be consistent: Keep your marketing message the same across all marketing channels – website, social media and ads should have a consistent brand voice and message.
- Strong call to action: Make your call to action prominent and easy to understand.
This is what I do everyday
My decades of experience in healthcare and pharmaceutical marketing, one of the most complex industries there is, has taught me the best ways to decode complex information and reform the message for different audiences. The key to marketing is a message that resonates with your audience, but it’s difficult to make that happen with a message the audience doesn’t understand.
Always try putting yourself in your audience’s shoes. Consider their perspective and tailor your communications to meet their needs and wants. Knowing how to understand and break down complicated information for your audience will empower you to make a lasting impact.
Until next time, thanks for coming to play!