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Marketing a Medical School
The key to success in marketing a medical school is to combine time-tested marketing techniques with the most cutting edge strategies in today's marketplace.
A high-quality marketing plan connects your company to your customers. Without it, you'll quickly find your medical school cut off from the marketplace.
What to know the characteristics that distinguish leading medical schools from average companies? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.
When It's Time to Rebrand
Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. That's not how rebranding works. Instead, rebranding should be performed for the right reasons. For a medical school, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
Marketing Collateral
Every piece of collateral your medical school creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. The point is that if you go cheap on the backend, all of the money you invest in your medical school's marketing collateral will be wasted.
Directories
There are many different kinds of directories in which to list a medical school. Yellow pages, industry listings, online databases, and other directory options are routinely used as vehicles for promoting medical schools in a region or territory. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Unless all of your major competitors are listed in a paid directory, it may be better to take a pass and redirect your funds toward other advertising venues. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.
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