Changing the Perception of Your Product
As if healthcare marketing wasn’t already difficult enough, companies that treat taboo health concerns face a unique set of problems. How do you change people’s perception of your product to account for this? And how do you get your product in front of the people who need it most?
These are the questions that Caronline Goodner, the CEO of OrganiCare, wrestles with every day. On today’s episode, she discusses creative ways to market products like FemiClear that are usually seen as taboo in many industries.
About 775,000 people are diagnosed with genital herpes every year. Despite how common the disease is, many people feel uncomfortable talking about this issue and choose to suffer in silence instead.
But thanks to advances in digital marketing, OrganiCare is able to market an organic OTC herpes medication to these people in a discreet way. They’re going to be looking for information on the internet, after all, and Goodner hopes to provide them with the solution they need.
Her work doesn’t stop there, however. To combat the skepticism that comes with marketing an all-natural solution to herpes, Goodner must convey the credibility of the science behind the medication. How? With results from extensive lab and consumer testing, as well as a highly credible medical board that vouches for the product as well. She reinforces the fact that all of OrganiCare’s claims must be backed by hard evidence, and they conduct their marketing efforts with that in mind.
Over the years, those with genital herpes have formed groups to support each other and find solutions to their unique concerns. Goodner hopes to bring FemiClear into these discussions in a helpful, rather than forceful, way. This focus on education rather than selling helps OrganiCare and companies like them successfully reach their intended audience.
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