Harness the power of Cause Based Marketing to build long term relationship, win the trust of your patients and get known for good.
Marketing your brand is essential to have a solid place in people’s mind but marketing it through noble ways will make a stronger impact. Cause based marketing is that noble way to promote a cause and along with your brand.
1. What is cause based marketing?
Cause based marketing is a process of promoting your healthcare business in the run of promoting a cause. Stitching a cause with your brand’s goal is cause based marketing.
2. Why cause based marketing?
2.1 A noble profession needs noble ways to market
Promoting your healthcare brand needs a dignified way to reach people and make them know about what you do. And the best way to make yourself known in a particular discipline is to associate yourself with a cause. Promoting a cause is one such noble way that puts your goal out there and makes you reach out to more people you can help.
“Cause based marketing is not hunting it is farming”
Promoting your brand through a cause will highlight the welfare motive l.
2.2 Associate with a cause to win the trust
Associating your brand with a right cause will kindle the right emotions. “Don’t battle with their minds; win their hearts with a cause.” Cause based marketing will exactly take you to those people who are craving for a solution giver in the same particular discipline. 91% of the people prefer socially responsible brands over the other. In the run of promoting a cause and working for the cause you sow your brand in people’s mind then you become more preferable than others.
Especially in this era the drive to give back to the society is stronger than ever. People want their brands to be trust worthy with a factor of goodwill. They want their brands to be credible and charitable.
2.3 Spread the knowledge you have about your cause
It is not just about making people realize that you care for them, in the process of promoting a cause you dive deep into that one specific issue, aspect or discipline of healthcare. By doing so, you give people a strong reason to trust you and your service. You give them a chance to accurately judge the magnitude of knowledge and experience you have about the cause and the issue attached to the cause.
2.4. Positive PR- Get known for good
Promoting your brand and strengthening your image through proper PR activities is the need of the hour. But what you are promoting is way important than whether you are promoting or not. Cause based marketing invites a lot of positive appearance among the press. Providing services, care and cure to people who personally knock your door is way different from being naturally compassionate about people and their well being. Hence organizing an entire program to tell people how much you care about them will let media and press speak about how socially responsible your healthcare institution is.
3. How to make cause based marketing work for you?
Choosing the right cause will guarantee you desired results. Choose the cause that is dear to you-AIDS awareness campaign, Heart health campaign ect. Choose a cause that you and your people can relate to. Let the cause be so that the public can remember you and relate to you for the same. Choose a cause that will probably help your target audience in the way they want to be helped.
“When you know them all it is easy to catch them all.” Know your place and prospects before you plan for an event. Most importantly let the cause align with your area of specialty to make you yield better and best from the process. Make sure the cause is as authentic as possible. Give more than just money, invest your goodwill and services aimed at social welfare.
Collaborate with the right people and associations. Find people who have same interests and are calling out the same cause as yours. Bring in their thoughts to action through your services. The welfare motive behind your activity becomes stronger when you collaborate with a non-profit association.
4. Our journey with cause based marketing
We had an opportunity to pull off cause based event for Apollo Hospitals, as per the client requirement the cause chosen was more of a wellness program than spreading awareness about a disease. The aim was to make it a flashy, light hearted yet a crowd pulling event. As the target audience was youth the campaign was thrown open at biggest shopping malls in Chennai. The whole goal of the events planned was to spread awareness among the youth and to make them realize that prevention is better than cure.
Two events were planned to market two different causes:
Nutrition awareness campaign
This campaign was scheduled on world nutrition day to educate young India about the nutrition in naturally available food. To make this engaging and pep up the participation levels an innovative twist was given to the age old snake and ladder game, wherein the junk food took the place of snake and the healthy food items meant the ladder. So that participants could step down and up with the healthiness quotient of each food item.
We made people go home with a thought about what they ate and what they must eat without telling them directly. Following which the entire campaign was taken forward through hoardings, posters, newspaper ads, bus and auto advertisements.
World Heart Day- Have a Healthy heart
Cardiac games were planned and executed in order to make youth understand how cardiac health can be maintained in simple yet significant ways. The goal was to distress people who were already in stress so making people move their hands and legs in systematic way would be as boring as a monday morning. Hence we promoted the cause through various ways of infotainment; we made people shake a leg in a way that benefits heart. This made people feel enthusiastic about participation and thus became a great crowd puller. Organizing such innovative events with proper goals and motives will lead to a successful cause based marketing program.