National health observances: Why you should make lesser-known observances part of your healthcare marketing plan
Tap into the marketing power of lesser-known national health observances.
Reviewed August 18, 2020
National Radon Action Month. National Cheerleader Safety Month. Occupational Therapy Month.
You may not have heard of these health observances, but they're real. They're just not as well-known as more common observances, such as American Heart Month or National Breast Cancer Awareness Month, which many healthcare marketers promote.
When developing your healthcare marketing plan, consider using some of the many lesser-known health observances to showcase your services and providers. Doing so will help you stand out from your competitors.
What's a health observance?
A health observance is a special day, week or month dedicated to highlighting a specific health issue. Some health observances are national. Some are international. And some—like Go Red For Women—are tied to a specific organization (in this case, the American Heart Association).
The more popular the health observance, the more likely it is you already have a plan in place to promote it. Still, don't overlook the potential of the not-quite-as-famous national observances.
Since a year can go by quickly, it's best to start your planning early. Make a year-long promotional plan for your digital and direct mail publication content and your community events that will tie-in to specific observances. That way you won't be caught without an idea when the month/week/day arrives.
3 examples of observances worth promoting
1. National Radon Action Month (January). This observance is practically tailor-made for a coupon event. For example, you could partner with your area Home Depot, Lowe's or local hardware store and offer coupons for 10%-20% off radon detectors to people who purchase products at your hospital gift shop. Or you could distribute coupons at a health fair or community event. The coupon could appear at the bottom of an educational sheet on radon and why it's important to know if this gas is seeping into a home.
2. National Cheerleader Safety Month (March). Team up with your local high school to mark National Cheerleader Safety Month. You could use it to promote healthy bones. Choose a provider who would be willing to do a 3-minute TV spot to talk about bone health and the importance of physical activity. The cheerleaders could appear behind the provider, and the spot could end with the cheerleaders doing some cartwheels.
3. Occupational Therapy Month (April). How many people know what an occupational therapist does? Call your local newspaper and offer an interview with your occupational therapist. He or she could talk about how to make a home fall-safe for an older adult. Or if you prefer a TV story, have the reporter and cameraperson follow your provider around a home, looking for ways to make the home safer.
If your occupational therapist is media-shy, provide your local newspaper with a prewritten story with quotes from your expert. And don't forget to post that story up on your website or include it in your direct mail publication.
Ask the experts for guidance
Coffey is experienced at creating articles, infographics and other healthcare content specific to national health observances.
To get more ideas about connecting your healthcare services to a specific health observance, schedule a meeting with one of our business development consultants.
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