A little stumped on how to bring users to my site who aren't on social media, older demographic: 35 to 55 years old.
What has worked for you to target a specific group with a particular medical condition?
- High Blood Pressure (the condition we target) is known as "the silent killer". Even though many people have it 30M+ Americans are effectively giving up 15 years of their life by not keeping their BP under control
- Few folks talk about it on social media
- On-line patients support groups are not too active given the size of the problem, condition is mostly invisible
- Highest motivation to change their life when first time diagnosed by Dr. - however, we're not clinically proven yet, so Dr. can't recommend our approach. Working towards Canada Health approval.
- Pharmacies also need clinical proof to let us advertise to patients who take HBP meds
- Researcher/Clinicians who work with us to validate our digital program have only a few hundred patients reach, and building relationships with new ones is time-consuming
- Health care content doesn't seem to be "shareable" content
- Your health is more of a private thing; few people blast the internet with events about their condition, especially for Hypertension which doesn't have any short term symptoms.
The particulars in my case: I'm building a digital High Blood Pressure management curriculum targeted at recently diagnosed folks with Hypertension. Once people join they get into a team, and a health coach is available on the platform to support participants implement the Lifestyle Modifications suggested by their Dr., e.g.: eat less salt, do more exercise, measure blood pressure, etc. http://Enfluence.io is the site.
I'm sure there are clever ways to reach the target audience on our own, without the need for the Dr./Pharmacy channel - but how?
- Sunday radio ad for when people come back from church?
- Public poster ad in the subway posted in older neighbourhoods?
- Target smaller employers with no health insurance and give them complementary health-coaching webinars for their employees?
- Create 20 fake accounts on our platform and impersonate real-looking conversations, seed the community?
- Hijack health-related MOOCs and post on their forums, as a "by-the-way, check out this site"?
- What's the equivalent of what AirBnB did with Craigslist but in the healthcare space? Well, maybe do stay in the legal realm, but can bend the rules slightly. :^)