I am working on a piece for a holistic health and wellness facility and find that this is more difficult than writing about the recent face transplant surgery or telling the story about living legend, nurse Gail Russell. Sure, this is a story like all the rest but there are some twists and turns here that add to the complexity.
How do you position a group of healthcare professionals who are trained in Western medicine but steeped in Eastern healing practices? Sounds like the best of both world but one challenge is making the services they offer make sense to the target market they are trying to reach — educated, affluent men and women who are looking for ways to get healthy and skeptical of anything smacking of “new age.”
As with most of my assignments, I am starting with research – demographic and psychographic. Who are these people? What healthcare challenges are they facing? How do they view Complementary Alternative Medicine (CAM)? What message will resonate with them and move them to use this group of highly-trained professionals?
Early research on Google Ad Words shows there is a real need for these services in the Pennsylvania – Delaware – Maryland area. Now it is just a case of digging and figuring out what to say to whom about everything from stress and anxiety management to cranial sacral manipulation, to energy healing and self-hypnosis.