There are a number of challenges that you have to contend with when you are running a health care business. one of the biggest challenges that you’re going to have to deal with is marketing.
There are a number of nuances to marketing a healthcare practice. The fact is that it is just very different from marketing in healthcare than any other type of business. Fortunately, there are a number of things that you can do to improve your marketing strategies.
One of the things that health care marketers can take advantage of is subliminal messaging. This can be a great way to earn new patients and help build your practice.
Subliminal Marketing Can Be Great for Growing a Healthcare Practice
A 2019 study published in the National Institutes of Health talked about some of the issues that need to be taken into consideration when marketing in healthcare. One of the factors that wasn’t discussed was subliminal messaging.
Scientists and researchers have been trying to understand the science behind the way the human mind responds to stimuli. Neuromarketing techniques delve into the subconscious and use subtle influences to guide consumer behavior based on whatever we have learned about the mind so far.
There are many neuromarketing strategies that you can use but subliminal messaging remains to be one of the best strategies and one that’s fairly easy to get started with. Let’s first understand what it means.
What is Subliminal Messaging?
Subliminal messaging is a technique that wields the power to shape decisions without conscious awareness. It has a profound impact on consumer choices and can be leveraged to present certain stimuli that are below the threshold of conscious perception.
Initially, subliminal messaging was used sparingly in advertising. But today, any competent agency like Comrade digital marketing can utilize it expertly to craft advertising experiences like landing pages that have a much better conversion rate.
In fact, the best digital marketing services today use several neuromarketing techniques—And subliminal messaging turns out to be one of the most popular and dependable ones.
Many psychological mechanisms make this kind of messaging effective. The brain processes information at both levels, conscious and subconscious. Marketers can capitalize on this and develop communication that can guide purchase behavior without explicitly telling anyone what to do.
There are many studies and real-world examples that showcase how subliminal cues can influence consumer preferences and decisions. However, discussing all of these experiments that reveal the hidden associations between subliminal stimuli and brand perception is beyond the scope of this article.
There is also some ongoing debate surrounding the ethics of subliminal messaging. While it’s all well-founded, as long as a marketer respects the fine line between persuasion and manipulation and the potential impact on consumer trust and autonomy, subliminal messaging can be a perfectly capable and ethical tool to use.
How Does Subliminal Messaging Work?
Subliminal messaging operates on the principle that our minds can pick up and respond to stimuli even when they are presented below the threshold of conscious awareness. This means that messages or images are flashed quickly or subtly, bypassing our conscious perception, yet still registering in our subconscious minds.
The ultimate goal here is to influence attitudes, behaviors, and choices without the individual realizing the impact of these hidden cues.
Let’s better explain it with the help of some examples.
- In the past, movie theaters were known to insert single frames of images showing popcorn and drinks into films. These frames were displayed so quickly that viewers didn’t consciously perceive them. However, the subconscious mind did catch these images, leading to an increased desire for snacks during the movie.
- Logos often incorporate subliminal elements that convey subtle messages. For instance, the FedEx logo has an arrow hidden between the letters ‘E’ and ‘X,’ which symbolizes speed and efficiency. While most people don’t consciously notice the arrow, it influences their perception of the brand.
- Colors evoke specific emotions and associations in our minds. Brands leverage subliminal messaging by choosing colors that convey desired feelings. For example, fast-food chains often use red and yellow, as these colors are associated with hunger and urgency.
- Subliminal messaging isn’t limited to visual cues. In audio marketing, advertisers use low-volume sounds or musical notes that are below the threshold of conscious perception. These sounds can create emotional responses or associations with products.
- In political advertisements, subliminal messaging can involve flashing images of positive attributes associated with a candidate while also displaying images of the opponent in a negative light. Viewers may not consciously recognize the manipulation, but their subconscious minds register the information.
- Retailers strategically place products and signs in ways that influence consumer behavior. For instance, subliminal cues can guide shoppers to specific areas or products within a store, leading to increased sales. IKEA is well-known to do this with the help of a fixed-path layout—A designated road to follow that guides you through the store in one direction to maximize sales.
How Can You Use it for Your Business Goals?
Business owners can use subliminal messaging to achieve higher success and more conversions. Exactly what you do and how depends on your product, niche, and the larger industry you’re in. Here are some ideas to get started.
- Develop logos, visuals, and color schemes that align with your brand identity and evoke desired emotions.
- Utilize subtle visual cues or messaging like positive customer reviews or endorsements in your marketing materials to guide customers’ decision-making processes by subconsciously building trust and confidence.
- Design your physical or digital spaces with subliminal cues that enhance the overall customer experience. Elements like calming colors and soothing music can create a positive environment.
- Position products strategically within stores to catch customers’ attention without overt advertising.
- Subtly encourage desired actions, such as signing up for newsletters, joining loyalty programs, or sharing content. Use soft visual cues or wording that nudge customers toward these actions.
Understandably, not every business owner can use subliminal messaging on their own. Professional help is required more often than not to crack the formula. With a leading experienced marketing agency for the best results regardless of the domain you’re in.
Choose one of the marketing packages that generate revenue while using cutting-edge and innovative marketing techniques like subliminal messaging and you can unlock a whole new world of opportunities beyond traditional ad campaigns!