Behind every successful healthcare marketing campaign is a successful marketing strategy. And behind that? An impressive set of creative production services to generate reliable, quality assets.
Here at We Are Amnet, we specialise in managing creative production for multi-channel campaigns. For organisations across all sectors, we have a proven track record as a top notch creative studio. This extends to the health industry. Over the years, we’ve had our fair share of experience working with healthcare professionals, healthcare providers, and healthcare businesses, and we’ve gained deep industry expertise of the healthcare business and its marketing related services.
Marketing In the Healthcare Industry: Creative Services and Consumer Health
This has given us a specialist understanding of the unique challenges of healthcare marketing, as well as the benefits that come with healthcare marketing. In response, we’ve compiled a list of the best creative production services that we’ve discovered healthcare marketing experts can’t do without.
Packaging Design
For healthcare companies, packaging is one of the most important points of contact in terms of patient engagement, product impact, regulatory compliance, and brand tangibility. For many of our healthcare clients, their marketing strategy begins here.
Healthcare Marketing Services for Packaging Accuracy
Something that is unique to healthcare products is that people thoroughly read the packaging. Boxes and labels display important information about dosage, age limits, side effects, expirary dates, and other things that are crucial for patients to know before using the product. As a result, digital marketing agencies involved in healthcare marketing have a difficult job to do.
More than just advertising, the creative design and production of packaging, especially medical packaging, is extremely important. Errors can not only be picked apart by healthcare providers, but there is a real threat to health, wellbeing, and even life as a result of honest mistakes or oversights made by a healthcare marketing agency.
Healthcare Marketing Services for Packaging Consistency
In a similar vein, consistency in packaging appearance is another crucial factor. Patients often become familiar with a certain type of branded packaging — its fonts, colours, textures — and rely on that. Being a top-of-mind provider in the healthcare industry is of paramount importance. Consistency in packaging, being able to locate a familiar package amidst a sea of competitors, builds trust and loyalty. A successful ingredient in any company’s relationship with its customers, our healthcare clients often value this continuity.
This all informs the marketing strategy undertaken and creative services offered in the realm of healthcare marketing. A combination of services such as colour management, design adaptation, as well as 3D modelling and rendering, becomes essential to creating and maintaining brand recognisability. To reassure patients that a specific medical product is trustworthy and reliable as well as consistent is the main goal of any healthcare marketing agency.
Take a look at how our packaging design services for beauty giant, Avon, enabled global consistency for their brand while displaying the required product-specific information to customers. Similar digital marketing solutions can benefit healthcare companies, as well as pharmaceutical companies.
Publications & Reports
Another core creative production service that a healthcare marketing agency should utilize is the generation of publications and reports. The nature of reports fit logically in the healthcare industry and its need for accuracy and clarity in both presentation and content to suit a wide range of needs. Similar to our Global Benchmark Reports, ensuring informational consistency and clarity in healthcare communications is vital for the industry.
Another essential service here is re-draws, which is essentially tracing an existing medical illustration so elements can be moved freely.
Internal and external updates can be presented intelligently through the reports to audiences of stakeholders, patients, and healthcare professionals alike. However, a balancing act between reassuring warmth for patients and appropriate medical language must be maintained in this content.
While it is expected that these publications should be fact-checked and cross-referenced, they should also be engaging and easy to read. As design experts, you can take it from us: reams of small print is not the way forward. If a healthcare company wishes to release an internal annual report on its performance or send an informative brochure to produce patient engagement, the following services for publications & reports are essential to producing the best possible resource:
- Page layout
- Typography
- Illustration
- Infographics
- Image services
If you’re looking for healthcare success by making your publications more effective, browse our corporate communications services here.
Image Services & Retouching
In any industry, the images accompanying a marketing campaign are directly related to that campaign’s success. The visual demands on any healthcare digital marketing agency are immense. Ensuring images are simultaneously dynamic, striking, and sharp, and relevant, correctly-sized, and high-quality.
The production and modification of these high-quality images should also be done with a quick turnaround. In response to internal changes, external demands, regulatory requirements, or last-minute alterations, anything from public health campaigns to medical device companies showcasing the latest in MRI technology require these fundamental image retouching services.
These digital marketing solutions have the same results when it comes to the healthcare sector. In fact, the quality of images is perhaps more important in healthcare marketing campaigns than elsewhere as, oftentimes, these images are informational resources that assist and educate patients.
This is why image services tailored specifically for healthcare services are vital. This can take the form of diagrams and safety warnings. Even slogans and their visual iconography, such as the “Catch it, Kill it, Bin it” or “Hands, Face, Space” campaigns, require these services.
In cases like these, having clear, consistent, quality images that speak to a target audience of healthcare consumers is vital. Background extensions and element removal services can help to make certain features more striking and clear, while colour matching and retouching can enhance the overall impact of a photo or other visual element.
Once a solid set of visual assets is created, healthcare organizations can apply it to a variety of different contexts and have a range of different uses such as display campaigns or e-commerce purposes.
Transcreation & Localization
More so than any other industry, marketing in the healthcare sector often has international reach. For example, certain medications and products are dispatched and prescribed across numerous regions and in multiple different languages.
Transcreation, a portmanteau of ‘translation’ and ‘creation’, describes the act of translating a message whilst maintaining the context, tone, and style. In the field of content marketing, especially healthcare marketing, this is a vital task.
For healthcare marketers, a socio-linguistic challenge arises. Variances in communications around health systems are common, and now that markets are increasingly globalised — and audiences are increasingly diverse — digital marketing, social media marketing, or other marketing efforts for healthcare must take into consideration the following:
- Language differences
- Cultural sensitivities
- Regional dialects
- Customs & traditions
- Idioms, local phrases, & common sayings
- Mistranslations
- Regional variations in target audience
When it comes to advertising a product across multiple different regions at once, healthcare brands taking a blanket approach such as Google Translate won’t make it. This is where the innovative solutions of transcreation and localisation come in. Whether medical communications or content for a social media presence, these creative campaigns must maintain accuracy and clarity. The messaging of public health campaigns, the wording on the packaging or a medical device, or the accompanying documentation of an over-the-counter medicine, should be localized and tailored to the area being targeted in order for it to be successful.
When dealing with potentially harmful products such as medication and healthcare apparatus, medical companies (or their creative agency) cannot afford translation errors or poorly worded messaging that brings down its reputation in a certain area. Whether in reports or in digital advertising media, content for the healthcare business should be suitable for readers in all areas and messaging should feel tailored to them. Localized, personalised, and amended copy and content is an invaluable tool for any healthcare organization.
We Are Amnet: Our Creative Production Services For Healthcare Systems
Regardless of where you are placed in the healthcare industry, as a healthcare professional or offering digital marketing services as part of a healthcare marketing agency, your business could benefit from any one of the range of creative production services we offer.
To aid healthcare brands in finalizing their assets, we created our intelligent hybrid model, Smartshoring®, where we twin in-country teams with offshore expertise to deliver the quickest and highest quality service possible.
Elevating the marketing efforts of healthcare businesses is what we do. Ready to revolutionize your marketing strategy through improved creative services? Contact us today for unparalleled creative production services to redefine the way your healthcare systems connect with the world.
