Developing Key Messages for Healthcare Marketing

Developing key messages is perhaps the most essential practice of a strategic communications department or company. But it’s not always easy. The process can take time and patience, but by identifying the features, advantages and benefits (FABs) of your offering, you can ensure consistent, targeted messaging across all communication platforms.

Although we are in the business of marketing healthcare, we can learn a lot from auto manufacturers; they are expert FAB’ers. Watch carefully the next time you see a television commercial for a new car to see if you can follow the pattern. I’ll bet you’ll be able to identify the three components:……