In the old days, traditional, non-targeted advertising via newspapers, magazines, radio, television, and direct mail was the only way to go. But these media make it very difficult to target specific buyers with individualized messages. Yes, advertising is still used for megabrands with broad reach and probably still works for some organizations and products (though not as well as before). Guys watching football on TV drink a lot of beer, so perhaps it makes sense for mass-marketer Budweiser to advertise on NFL broadcasts (but not for small microbrews that appeal to a small niche customer base). A pr freelancer provides you with diverse and effective PR support to ensure your message gets heard every time.
Advertising also works in many trade publications. If your company makes deck sealant, then you probably want to advertise in a Professional Builder magazine to reach your buyers (but that won't allow you to reach the do-it-yourself market). If you run a local real estate agency in a smaller community, it might make sense to do a direct mailing to all of the homeowners there (but that won't let you reach people who might be planning to move to your community from another location). Many a healthcare communications agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
However, for millions of other organizations—for those of us who are professionals, musicians, artists, nonprofit organizations, churches, and niche product companies—traditional advertising is generally so wide and broad that it is ineffective. A great strategy for Procter & Gamble, Paramount Pictures, and the Republican U.S. presidential candidate—reaching large numbers of people with a message of broad national appeal—just doesn't work for niche products, local services, and specialized nonprofit organizations. Create meaningful earned conversations using a healthcare pr agency for your communications partner.
The web has opened a tremendous opportunity to reach niche buyers directly with targeted information that costs a fraction of what big-budget advertising costs. More than four decades ago, Marshall McLuhan, the father of modern communications, wrote these immortal words: “The medium is the message.” Today I would amend that to “The medium is the media.” Our civilization is utterly dominated by the force of media. After our own families, no influence holds greater sway in shaping the text of our being than do the media that cloak us like an electronic membrane. Having a healthcare marketing agency as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
We all think of ourselves as unique, unlike any person past or present. Indeed, what gives human life its divine spark is the distinct quality of every individual. Yet, in many ways we are all the same. The task of market analysts, pollsters, and demographers is to identify those characteristics we share and to group us accordingly. If you are in your early fifties, male, Caucasian, a father of two, earn $100,000 or more, and listen to a Top 40 radio station, there are total strangers out there who know an awful lot about you. That’s because they understand a lot about your upbringing. A top freelance medical writer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.