Two-Sided Message Marketing Strategy in Healthcare Essay

Exclusively available on Available only on IvyPanda® Made by Human No AI

In healthcare, marketing strategies are applied to advertise new medical products or programs. This can be advertising in scientific publications with a large circulation, or through the internal distribution of government websites such as CDC (“Health marketing basics,” 2021). Further, information about the program or product spreads through the hierarchical vertical and reaches the communities and patient groups that receive health services. This paper aims to discuss the benefits of the two-sided message marketing strategy for healthcare campaigns.

Notably, the two-sided messages are widely used in marketing to persuade the customers and cause attitude changes. The essence of this method is that the advertiser represents not only the positive but also the negative aspects of the product (Ferreira, 2020). Paradoxically, this approach increases interest in the product and the demand for it. Since, firstly, it causes sympathy, making the product or service more human, and, secondly, it increases the message credibility, which represents both positive and negative sides.

Healthcare marketing strategies go through several stages – an information campaign, or the presentation of a product or service to the public as a result of research or program policy, the opportunity to test a product for free or at a reduced price, offering a product or service in places with a large volume of potential buyers, and, finally, the presentation of the product or service to the media and the public. At each stage, the receiving party will decide how successful the product or service is or how socially useful and significant it is. Therefore, at each stage, the presenting party must use effective strategies.

The two-sided message strategy is most appropriate to use in the last step when the product or service is being presented to the general public. In the previous stages, the messages were more specific and were aimed at more informing the consumer about the product or service and convincing them to try it. Now you need to reach a wider audience and use less memory and space. Since the public is already somewhat familiar with the concept of a product or service, they will understand the general idea from a shorter advertising message.

This message can contain a two-sided message to convince potential customers and induce particular behavior or decision. Many health care services are uncomfortable or make prospective patients feel uncomfortable. However, they can be necessary for the health of each individual and the nation as a whole, so two-sided messages can be used to convince the audience. For example, an ad message might contain the following text: cancer screening will not brighten up your lunch break, but it will help you live ten years longer.

Another example is a visit to the dentist: people ask friends to visit the dentist for them, but your smile will help you find a beautiful girl. In other words, the essence of the two-sided message is to grab attention, share information and appear more authentic in front of customers. Finally, if the public health system has developed a serious campaign to improve the health of citizens, it can put up billboards with motivating slogans that will firstly be remembered by all potential visitors to clinics, and secondly, they will cheer them up.

Thus, the benefits of the two-sided message marketing strategy for the healthcare campaigns were discussed. They can be effectively used in different healthcare campaigns like governmental healthcare programs and newly tested products like anti-COVID vaccines. The marketing campaigns in healthcare include several stages, and in the final stage, when the product or strategy is presented to the broader audience, the two-sided messages work best. This is especially true for medical products since they are supposed to arise trust in patients.

References

Ferreira, M. (2020). And they work.

Health marketing basics. (2021). Web.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2023, February 4). Two-Sided Message Marketing Strategy in Healthcare. https://ivypanda.com/essays/two-sided-message-marketing-strategy-in-healthcare/

Work Cited

"Two-Sided Message Marketing Strategy in Healthcare." IvyPanda, 4 Feb. 2023, ivypanda.com/essays/two-sided-message-marketing-strategy-in-healthcare/.

References

IvyPanda. (2023) 'Two-Sided Message Marketing Strategy in Healthcare'. 4 February.

References

IvyPanda. 2023. "Two-Sided Message Marketing Strategy in Healthcare." February 4, 2023. https://ivypanda.com/essays/two-sided-message-marketing-strategy-in-healthcare/.

1. IvyPanda. "Two-Sided Message Marketing Strategy in Healthcare." February 4, 2023. https://ivypanda.com/essays/two-sided-message-marketing-strategy-in-healthcare/.


Bibliography


IvyPanda. "Two-Sided Message Marketing Strategy in Healthcare." February 4, 2023. https://ivypanda.com/essays/two-sided-message-marketing-strategy-in-healthcare/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1