Traditional marketing reaches a certain audience. Digital advertising reaches another. Overall, as with any communication effort, the goal is to reach potential customers at the moment they are looking for information and when they are motivated to act. Health fairs sponsored for employees by their employer can be a great way to reach potential patients. If you haven’t added health fairs to your marketing mix, you should definitely think about it. Here are 4 reasons that it might be right for you.
Look for health fairs where an event promotion company is coordinating the event. That way you can focus on presenting the best of the company instead of the logistics. Enquire as to whether attendance is mandatory or voluntary. Some events require all employees to come in order to receive that pay period’s paycheck. Others incentivize employees by offering raffle prizes. At some events employees might have a choice to pass quickly by your booth, especially if they don’t come in specifically looking for what you offer. However, if you are prepared with a quick “hook” to draw people to your table you still have a chance to grab their attention.
Reaching a large and targeted, yet diverse, group of potential patients can be cumbersome. By using an event promotion company, you can keep appraised of upcoming events, while saving time that would have been spent vetting its human resource departments to learn about the employee benefit plans or its basic employee demographics. An added bonus is that a large corporation with lots of business entities will maximize your return on investment. Instead of having to contact each location, you will have access to all businesses under the corporate umbrella. Additionally, you will reap the rewards from multiple locations in the form of potential patient diversity. While some employees in one business are young families, others may have an older demographic. Just make sure that as you craft your message, you are ready to elaborate on all your company has to offer.
Immediate Information Sharing
When a potential patient is at home searching for health information he or she is free to click back and forth between competitors. It also leaves the possibility for information to be misunderstood or misinterpreted. Being at a health fair gives you the advantage to answer any questions potential patients may have immediately. Perhaps more importantly, you have the chance to shape the potential patient’s first impression of the business in this face-to-face meeting.
Happy Current Patients Serve as Brand Advocates
When you have done all you can to be in the right place with the right potential patient and have given them pertinent information, the very best thing you can do is to find those happy current patients who are willing to share with their co-workers their exceptional experience. With a little friendly “peer pressure,” they will probably expound on all the many reasons that they continue to go back to your company for medical care.
Once you have found the right health fair fit and are reaching a large, diverse, captive audience, then you can share your information and let current happy patients sell your business to potential patients while also reassuring those happy clients that they made a good choice when they chose you.
Originally appeared October 21, 2015 on the Ophthalmology Times Blog. Edited by author for length.