PR and communications consultant Julia Kendrick explains how can you effectively translate clinical data into compelling clinic marketing materials
In the highly competitive aesthetic specialty, multiple devices, brands, medicines and other treatments all jostle for attention; and, for many practitioners, the critical differentiating factor is the clinical data and compelling results. The question is, if clinical data can convince you, can you, in turn, use it to convince your patients? The answer is a resounding yes! However, this only works if you can translate the data into a more palatable marketing format. Clinical studies can be a goldmine of marketing information to inform and persuade prospective patients; however, if not handled correctly they can result in information overload, acronyms and a missed opportunity. This article explores how to leverage clinical data for marketing and adapt your tone effectively from clinical to consumer positioning.
The ‘magic’ ingredientsBefore we get into whether to explain p-values and placebo groups to the public, think back to the last time you read a clinical paper that really impressed you. If it related…
