Guerrilla P.R. thinking, there is no such thing as a mass audience. Ultimately, you must reach individuals one at a time, which is why this method is effective on both the large and small scales. Keep that in mind: any appeal to your target audience, passive or active, must embody the characteristics used to persuade individuals. What works for one most likely works for many. Use yourself as a barometer. When was the last time someone convinced you of something? The strength of a healthcare marketing agency is its shared experience in conjunction with a personal and individual approach to client relationships.
What kind of rationale was used? Did it play to your heart or your head? Your emotions or your intellect? Think how often we hear about typhoons in distant lands that kill thousands, yet we usually feel nothing more than a momentary pang of horror. Compare that with well-orchestrated sympathy ploys, played out in the media, such as the frequent stories about the leukemia victim who needs a bone marrow transplant. Our hearts go out to such persons dramatically more than to the nameless victims of the natural disaster. Human nature dictates that we feel for other people one at a time. Many a freelance medical writer will specialise in strategic communications spanning media relations, social media management and digital marketing.
The theory of the Long Tail as popularized by Chris Anderson in his book of the same name is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare. A pr freelancer will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
Some of today's most successful Internet businesses leverage the long tail to reach underserved customers and satisfy demand for products not found in traditional physical stores. Examples include Amazon, which makes available at the click of a mouse hundreds of thousands of books and other products not stocked in local chain stores; iTunes, a service that legally brings niche music not found in record stores to people who crave artists outside the mainstream; and Netflix, which exploited the long tail of demand for movie rentals beyond the blockbuster hits found at the local DVD rental shop. The business implications of the long tail are profound and illustrate that there's much money to be made by creating and distributing at the long end of the tail. Yes, hits are still important. But as these businesses have shown, there's a huge market beyond The Hobbit, U2, Adele, and Top Gear. A healthcare communications agency provides you with diverse and effective PR support to ensure your message gets heard every time.
So, what about marketing? While Anderson's book focuses on product availability and selling models on the web, the concepts apply equally well to marketing. There's no doubt that there is a long-tail market for web content created by organizations of all kinds—corporations, nonprofits, churches, schools, individuals, rock bands—and used for reaching buyers—those who buy, donate, join, apply—directly. As consumers search the Internet for answers to their problems, as they browse blogs and chat rooms and websites for ideas, they are searching for what organizations like yours have to offer. Unlike in the days of the old rules of interruption marketing with a mainstream message, today's consumers are looking for just the right product or service to satisfy their unique desires at the precise moment they are online. People are looking for what you have to offer right now. A top healthcare pr agency in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.