October is Breast Cancer Awareness month, which serves as a critical reminder of the importance of early detection in the fight against breast cancer. One of the most effective tools for early detection is the mammogram, which allows doctors to check for signs of breast cancer even before symptoms appear.
Unfortunately, many women either delay or avoid getting a mammogram due to fear, misconceptions, or the inconvenience of the procedure. While mammograms can be slightly uncomfortable, they can help save lives. As marketers, we must understand how these factors are crucial in the decision making process.
Addressing and combatting the negative emotions associated with the procedure can empower more women to take control of their health and increase mammogram volume.
As a healthcare marketer, here are a few non-traditional tactics to include in your marketing strategy to influence eligible women to get a mammogram screening:
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- Testimonials
Peers tend to trust their peers. When women share real-life examples of how early detection saved their life, it makes the experience more relatable and reduces the fear or anxiety often associated with getting a mammogram.
- Testimonials
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- Partnerships
Partner with corporations and organizations in your area to provide on-site, mobile mammograms to employees and the community members.
- Partnerships
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- Create a welcoming environment
When a patient feels comfortable and has a positive experience the first time, they are more likely to come back again and influence their peers to do the same.
- Create a welcoming environment
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- Gamification
Allow patients to track their health milestones and earn points for completing proactive screenings. Points can then be redeemed for donations to breast cancer research.
- Gamification
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- Incentives
Provide women with rewards for getting a mammogram by partnering with local coffee shops or wellness-based organizations and giving discounts on products.
- Incentives
Crawford’s CEO, Marion Crawford, is a breast cancer survivor. She shared these thoughts on mammograms, “My mother and I are both breast cancer survivors and we both are the beneficiaries of early detection through mammograms. Yes, it is uncomfortable, but it is a small price to pay to be alive!”
In healthcare marketing, it is important to consider the ways your communication materials can address and combat the fear, misconceptions, and inconvenience of this kind of procedure. By implementing one or more of the tactics outlined above, you can empower more women to take control of their health and influence them to make the decisions to schedule their mammogram screening.