Expand your horizons? Easy with TanAx Healthcare Marketing Strategies

New market development, geographic expansion, healthcare marketing strategies

Expand your horizons? Easy with TanAx geographic expansion.

Covid pandemic has been extremely hard on most businesses. However, medical, pharmaceutical, and healthcare companies, have had it especially hard. On one hand, many have experienced a period of growth. For instance, producers of medical gloves and face masks had a tremendous year. On the other hand, the market has become more competitive. In order to differentiate and grow, many companies are looking to expand internationally.

geographic expansion, new market development, healthcare marketing strategies

However, growing in new geographies is no easy task. Especially, when it comes to the highly regulated Medical & Healthcare market. Most attractive markets like China, Russia, Saudi Arabia have strict regulatory policies in place. Additionally, these regulatory practices differ significantly from the US or European Union. Hence, product launch in such markets requires specific knowledge.

Healthcare marketing strategies

Additionally, it is important to take into consideration the country’s infrastructure and the healthcare system. The infrastructure is key when understanding whether you will establish your own entity or chose a distributor, if you will need one distributor or several, and, finally, where they are to be located. For instance, India has 27 states of which only 3-5 are home to the largest number of doctors, surgeries & private hospitals. So, if you are considering expansion to India, you will need several distributors strategically located in states Maharashtra, New Delhi, etc. On the other hand, if you are entering Russia, you will succeed with 1, possibly exclusive, distributor who has great geographical coverage.

When it comes to healthcare infrastructure, it is quite important to understand the country’s environment. The first step to take is to investigate regulatory requirements. When it comes to healthcare infrastructure, it is quite important to understand the country’s environment.

Geographic expansion

The first step to take is to investigate regulatory requirements. Different countries have their own way to guarantee the safety of medical products imported into their country. Some, focus on proper marking of medical goods, while When it comes to healthcare infrastructure, it is quite important to understand the country’s environment. The first step to take is to investigate regulatory requirements. Different countries have their own way to guarantee the safety of medical products imported into their country. Some, focus on proper marking of medical goods, while others subject the products to rigorous testing. In either case, it is illegal to import your goods without meeting these requirements first. Some regulatory frameworks are extremely complicated and require an expert opinion.

New market development & healthcare marketing strategies

The second issue on the agenda is to understand healthcare funding and the insurance system and how your product fits within that network. For instance, when selling surgical disposables in China or India you are faced with very similar market conditions, but in the case of China, these disposables are the cost of the hospital, while in India these disposables are charged to the patient. This vastly changes the landscape.

New market development & healthcare marketing strategies

Finally, it is worth understanding if the country promotes medical tourism and if it has a strong private vs public healthcare network. Countries that are famous for medical tourism have to respect the world-class standard of care. This means these countries are more responsive to premium products that are safe for healthcare workers and patients. For example, Thailand is well known to attract medical tourism. Due to that, the best hospitals in Thailand are JCI accredited.

Geographic expansion

JCI is a non-profit organization that was established in the USA and is recognized as the gold standard of care globally. JCI enforces that all of the accredited hospitals in the USA or abroad follow the same safe practices. Hence, JCI-accredited hospitals in Thailand are more likely to adopt the newest products & technologies that benefit patients and healthcare providers.

New market development: things to consider

Therefore, before launching in the new market, you need to understand a few things. First and foremost, you need to register your product with current Healthcare Authorities. Unsurprisingly, this can be a long and complicated process. Secondly, ensuring artwork compliance can also be an ordeal. The challenges range from translating the artwork to the new language to stamps of approval. For instance, we had customers experiencing issues printing their artworks in Japanese and Arabic languages. Since languages do not follow “typical: left-to-right writing. Thirdly, marketing channels may vary from market to market. For example, China and Russia use their own digital channels instead of LinkedIn, Facebook, Google. Therefore, it is worth hiring a consultant when considering geographical growth.


When approaching geographic expansion, many companies follow an opportunistic approach. Instead, we would strongly recommend a different, more focused method. Therefore, let’s review the strategy that we have found to be beneficial in the long run. First and foremost, the cornerstone of geographic expansion is to define which countries you want to target. This is no rocket science, but it is a helpful roadmap. There are a few considerations to take into account when it comes to choosing your target geographies.


Based on our experience, we would recommend beginning by evaluating the market size first. The rule of thumb is, to begin with either the most populous countries or the biggest economies. For instance, if you are planning aggressive growth in Africa, you should certainly look at the biggest countries. According to Statista, the largest population is concentrated in Nigeria with 206 million people, Ethiopia with 115 million people, and Egypt with 102 million people. This would be a great starting point if your products are targeting low to medium price segment.

New market development

Another idea is to concentrate your efforts on the biggest economies – meaning, countries with the largest GDP. This approach is helpful if you are offering premium products. Returning to our example of Africa: Nigeria with a GDP of 515 billion dollars, Egypt with a GDP of 394 billion dollars, and, finally, South Africa with a GDP of 330 billion dollars is the largest economy to consider. This data is also based on Statista. As you can see, the list of countries will vary depending on which road you will take.


Healthcare marketing strategies

Market attractiveness sounds like a vague measure. However, if you think about it, there are objective ways to approach this complex topic. We found it helpful to use a country risk classification by ICTF, International Credit and Trade Finance Association. The organization assesses the country’s risk by a set of both quantitative and qualitative factors. The quantitative measures account for numeric factors like inflation.


The qualitative metrics take into consideration political stability and such. The resulting country ratings are a good guide to see how easy or hard it is to operate in a given country. For example, we have seen Ethiopia rank high in terms of population. However, the country is a high risk rating. This means that the size of the market alone does not make it attractive, because it is risky to do business.


Once you have come up with a preliminary list of attractive geographies, it is time to dig deep. We recommend mapping countries on a graph. Visual representation is often helpful when making complex decisions. What we would suggest is a bubble graph where the x-axis is Market Size, the y-axis is Market Attractiveness, and the size of the Bubble is your current turnover (if any). The upper right quadrant of the graph will show you the most compelling opportunities.

new market development

Once your focus country list is identified, you should prepare a business case for each of the geographies on your list. The business case will help you understand the regulatory environment, market players, duties, finally, the best approach for your geographic expansion.

Geographic expansion

How can we help with healthcare marketing strategies

Hence, if you plan to expand your business to new geographies, TanAx “change marketing” agency will help you achieve your goal. Perhaps, you faced challenges in your local marketing activities? Luckily, at TanAx, we have 15 years of experience dealing with geographical expansion. In fact, we have experience building and implementing business cases for large markets like India, China, Russia and achieving at least 10% growth rate for Fortune 500 companies in the Medical field.

Overall, geographic expansion is a challenging project. Healthcare marketing strategies for new geographies require careful attention to details, such as regulatory environment, healthcare funding, the insurance environment. All of these factors define your success or failure in the new market. Hence, we do recommend turning to experts, who already have the knowledge that you seek and can help you make the right choice. Unlike most marketing agencies, we have 15 years of specific expertise in the Medical Devices & Healthcare environment, including Medical Aesthetics. We have handled multinational projects and geographical expansion in major countries like Saudi, Russia, China, India, etc.
Check out what we can do for you! You can explore our special offer for the Medical/Pharma & Healthcare sector or, perhaps, download our corporate presentation!
TanAx Marketing Agency ©. Copyright 2021 – Main Page

Bored with webinars? Here comes a new webinar alternative – an interactive platform with 3D

Customized 3D interactive platform & webinar alternative for Healthcare, Medical & Pharma Education

3D & webinar

The background

Before the pandemic, Medical, Pharmaceutical, and Healthcare marketing were reliant on congresses and educational activities. These marketing activities focused on Healthcare Workers. The purpose being, to educate them about the benefits of new products and solutions for healthcare professionals and their patients.


The content is usually scientific, clinical, and complex. Hence, delivering this information in the most interactive and engaging way possible. While the need to market medical products scientifically has not changed, the opportunities to deliver education to the Doctors and Nurses were limited in the past 2 years.

Additionally, you are not committed to the online event to the same degree as you are to the face-to-face meeting. Because it is easy and inexpensive to run a webinar, most companies jumped at the opportunity, hence, saturating the market rapidly. Finally, webinars are attracting an international audience, making managing SME credits particularly hard to manage. Therefore, attendance soared at first but has been in decline since autumn 2020.


Since face-to-face events are scarce, webinars emerged as the main alternative. Webinars are inexpensive to organize. No fees to the meeting venue, no travel, no booth, etc. They are also easy to attend. No travel, no cost, no taking the whole week out of your agenda. Unfortunately, webinars do not provide the same level of engagement. It is hard to remain focused during the webinar.

Online & Hybrid Congresses

It is no surprise, that many international congresses and exhibitions have since introduced an online or hybrid alternative. In the absence of physical events, many companies have explored this option. These events are a great way to get exposure. However, participation is expensive & not exclusive. Above all, these events attract distributors more than they do healthcare professionals.

Distance learning

Finally, some companies have developed their own distance learning platforms. Normally such projects contain video materials with multiple-choice questions at the end of each section. One challenge, though, is making sure that the platform is approved in relevant geographies and gives doctors or nurses SME credits. This is a long and laborious task. Yet, without SME credits, it is extremely difficult to attract learners to take such courses. Besides, they are not interactive. The attendees can’t ask questions or otherwise interact with the tutor.

Therefore, such projects require a large investment and a long time to develop but do not guarantee the best outcome. Finally, they also need to be translated into different languages in order to be effective. While rather exclusive and effective, it is not easy to attract learners to such platforms. On top, they are really costly to create.

The need

Hence, if your goal is to deliver information to doctors and nurses, for a high cost of participation you are getting a small window to educate. Therefore, while these online and hybrid events are still a good way to get brand awareness and exposure, they don’t necessarily meet the need for educating Healthcare Workers.

The problem

Why use 3D & webinar platform

All in all, the main challenge is to deliver complex information while maintaining the audience’s interest. What we learned from consumer marketing & social media is that visual content is the King. Meaning people do not want to read. On the contrary, they respond much better to powerful images. Unfortunately, explaining medical technology in a picture storybook is hardly realistic. Hence, there is a clear need for a new approach.


Visual story-telling has proven highly effective in other industries. Therefore, there is a lesson to be learned in Medical, Pharmaceutical, and Healthcare as well. The question is how to simplify very difficult subject matter like medicine and put it into imagery.

TanAx 3D interactive platform

Modern technology

What we have found is interactive presentations & 3D material works best. Interactive PowerPoints allow to include text, images, quotes, videos & medical references. However, it always relies on the skill of the presenter, to make a lasting and powerful impression. Unfortunately, even the best presenter is facing challenges when presenting online vs face-to-face.


To help the matter, 3D is a great new way of presenting complex subjects visually. In fact, 3D may be the most powerful way to demonstrate modern technology. Firstly, it has the power of representing visual concepts on a molecular level and in motion. Something very hard to capture without this technology. Secondly, it has the ability to easily render the subject matter from any angle, multiple angles, and animate it, making possibilities for visual representation virtually endless.

The solution

What is an interactive 3D platform

Interactive platform 3D

Therefore, at TanAx, we have developed an interactive solution. Combining live stream webinars, 3D technology & chat, we created an interactive platform. Furthermore, we customize the platform to your brand guidelines & individual requirements. In addition, we include your marketing materials and, upon request, your 3D product model. Overall, the platform is an economical, impactful & flexible way to provide continuous education to Medical Professionals.

Clickable 3D

So, let’s talk about the details. What is included in the interactive platform? First and foremost, we have a clickable 3D model at the center of the platform. This model can be a virtual exhibition booth or, alternatively, a 3D product model. The interactive 3D allows the user to manipulate the model: turn it up, down, left, right; view from a different angle; zoom in or out. Also, there are clickable areas on the 3D model. This functionality allows additional information to be embedded. It can be information about a specific part of the product. Or, like in our example, extra marketing material: video, brochure, links.

Live webinar

Secondly, the platform includes a live webinar section. It allows you to view the webinar directly on your webpage, without a need to use any additional software or ever live your website. This solution is compatible with different webinar tools: Zoom, Google Meet, Microsoft Teams, YouTube live, etc. Please ask us for compatibility with your favorite webinar solution. In our example, we have used Zoom to demonstrate this functionality.


We also have included a live chat in the model. The chat allows real-time interaction on your webpage. You can either opt to have a chatbot answer frequently asked questions. Or you can assign the company’s staff to interact with the visitors. Finally, we can combine both options and have a chatbot working when your employees don’t. It allows for an immersive experience 24/7, making the platform fully interactive.

Your branding

Of course, the solution wouldn’t be complete without your branding. We will make sure that the platform is designed for you in your colors, with your fonts, includes your logo, and made space for your marketing materials. From marketing materials, you can include brochures, product leaflets, videos, catalogs, photos, or even links to other pages of your website. We will include the elements that you chose and leave out the ones that you deem unnecessary. As a result, not only will your platform be fully branded according to your guidelines, but it also will be customized to your needs.

Interactive platform

Other options

As previously mentioned, we have a variety of options to chose from. Firstly, we can include a list of upcoming webinars and the recordings of previous webinars. The latter can include a preview of the original video. Secondly, we can include a branded contact form on the page to make it easy to subscribe to your future webinars. Thirdly, we can include a way to schedule a meeting with your staff directly, without leaving the page.

Interactive product model

Last but not least, we can design your interactive 3D product model with annotations corresponding to each individual part. The product model offers a fantastic opportunity to showcase the functionality of your product in ways that even a live demo can’t. You can open all parts of the product to look inside. You can record a video showing the technology in action. Finally, you can demonstrate the action of any product even at the molecular level. All in all, this is a unique and powerful way to explain your product or technology.


Since “a picture is worth a thousand words” we have created a functional sample. Check it out! But keep in mind that all content is customizable. For example, we can easily include a 3D clickable model of your product. What better way to explain the features of your technology? Without further due, here is an example of an interactive education platform. In summary, the solution includes interactive 3D, live stream, chat. Finally, you can book a 1-on-1 meeting directly on the platform. Alternatively, download a document that describes this special offer: Download 3D brochure.

If you have questions on the compatibility of this platform with your favorite software, don’t hesitate to ask. Alternatively, if you require additional functionality that is not covered in this article, feel free to enquire. And of course, please reach out if you have any questions. Finally, we are offering a free demonstration. Schedule 30 minutes with our expert, and we will happily show you what our platform has to offer. You can schedule a meeting in seconds by selecting an appropriate timeslot on our Calendly page.

TanAx Marketing Agency ©. Copyright 2021 – Main Page

Change marketing – get a competitive edge

TanAx change marketing – your competitive edge


TanAx change marketing.
TanAx change marketing

2020 & 2021 have been years of Change in the Pharmaceutical & Medical Device industry. While the upside for growth in this industry has been tremendous, the Change also meant a clear need to adapt. We will discuss a few market trends & what opportunities may arise from the challenging years of the global pandemic. Today we will speak about Loss of Exclusivity and how change marketing can help you.

Since 2013, there has been a rapid acceleration in the development of alternatives to existing pharmaceutical and medical device products. This especially concerns biosimilars in the US and Europe. These medical products have no clinically meaningful differences from already-approved brands. As a result, they are cheaper to develop and obtain approval for, and consequently, cost less to market. According to Statista forecasts, in a few years, only a handful of the top 20 pharma products will be without an alternative.

So what does that mean for your company? First and foremost, in the post-covid world, it means rapidly expanding your digital capabilities. Many companies in the industry have experimented with online tools. However, only a few pharmaceutical, medical companies have succeeded. One of the main reasons is that healthcare professionals are hard to catch via social media, and you need specific channels and strategies to make it work. Secondly, a lot of medical marketing has shifted from purely directed at the Healthcare Professionals to patient-centric.

This means that traditionally B2B marketing now suddenly requires a B2C approach. That shift implies a dramatic change in marketing content. From long, complex medical materials, to visual, simple, and short patient-oriented communication. In turn, to stay in tune with these major developments you need to pretty much revolutionize marketing efforts. You will need new skills, that your team may not possess, and experience you may not have.

TanAx change marketing


What does that mean for the industry? First and foremost, loss of exclusivity will result in increased competition in Pharma & Medical Device. Furthermore, as the competition becomes more & more fierce, a marketing strategy will make or break your business. We have seen the rise and fall of consumer and hi-tech mega-brands. Therefore, the lesson to be learned from that is the importance of a strong marketing strategy & precise implementation.

TanAx change marketing.

Particularly, in Pharma & Medical Device industry the situation is complicated by the pandemic. Since covid two major changes have happened. First, medical marketing has been heavily focused on medical professionals and education. Meaning a heavy focus on educational activities such as in-person training, seminars, conferences. As these are no longer possible, importance has rapidly shifted to webinars & visual educational tools (for example, 3D). Second, there has been a rapid shift towards patient engagement & digital services. Signifying an urgent need to undergo digital transformation in a matter of months.


TanAx change marketing

Let’s talk about digitalization first. How often do you run global online campaigns for healthcare professionals? How successful are those campaigns? Do they generate a good number of quality leads? In our experience, some countries are more successful than others with the traditional social media approach when it comes to campaigns for healthcare professionals. While the modern social media tools certainly allow for precise targeting, the challenge usually stems from the fact, that Healthcare Workers do not necessarily use traditional social media in a traditional way. Besides, different categories of medical professionals use social media tools differently. Let’s look at an example.

TanAx change marketing
TanAx change marketing

Let’s imagine a supplier of surgical disposables planning to run an educational campaign for surgeons in multiple countries. What social media network would you use for this project? In our experience, a company has tried using LinkedIn and failed. What they realized is that while LinkedIn is a serious professional social network, doctors do not use it to get educational information. Next, the company in question tried Facebook. With Facebook, they did have limited success, but only in a few countries. Why do you ask? The countries where the campaign has failed were: Russia, China & Thailand. Does that seem logical to you? Upon investigation, the results in Thailand and Russia were due to the language.

TanAx change marketing

Hence, the company has translated the ads into Russian and Thai and ran the campaign in two countries again. However, Russia still did not deliver a good result. Therefore, analyzing the campaign performance in Russia and in China, showed an additional issue. In fact, in both countries, Facebook is not a prevalent social media. Instead, Russia used VKontakte, while in China WeChat is the most popular social media channel. Hence, to be successful in these two countries, the company had to abandon Facebook altogether and run a campaign on local social media.

TanAx change marketing

However, in China, the campaign still did not perform up to the expectations of the company in question. The reason was that the targeting methods of WeChat are based on geography, and there is no mechanism that allows targeting a person by job title or company where the person works. Hence, making it impossible to run a WeChat campaign targeting surgeons in China.

TanAx change marketing

What finally led to a successful campaign in China was cooperating with a local medical association with 9000 members. Running a campaign in Chinese on their WeChat and utilizing their email database has finally achieved the goals set by the client.

TanAx change marketing

The moral of this example is that in the post-covid world you need to know all of this to be successful. However, only a few companies have the experience, resources, and skills needed to run digital campaigns successfully. As you have seen from the story above, gaining this experience and skills takes time and financial investment. The two things that you can’t afford right now. Hence, you are left with a choice to either hire marketing people skilled at digital lead generation for Medical or to work with an experienced marketing agency. The latter, being a more cost-effective option.

Patient-centric marketing

TanAx change marketing

Originally, medical marketing relies heavily on clinical data. This means, that the marketing materials are produced with a doctor in mind. Or, at the very least, for a highly educated and specialized audience. One can’t but see how the marketing materials created in this manner might not necessarily be suitable for patients. Firstly, materials targeting medical professionals would be long, detailed, and use complicated language. They are also likely to contain a lot of references & statistics. Patients are highly unlikely to read such extensive information. They are even less likely to understand the complicated language. The general public is also highly unlikely to appreciate the extensive statistical data normally featured in clinical studies.

Therefore, you will hardly find it surprising, that for patient-oriented materials, you need to make a change. To make medical information digestible for the general public you will need to break it down into simple short but impactful statements. This requires a significantly different copywriting style vs medical essay. Firstly, you need to be aware of how to construct a catchy headline. Skill is much more common in the press and media industry vs the medical community.

TanAx change marketing

Secondly, medical materials usually forgo images altogether or use rather shocking images. While graphs and photos of surgical complications might be very convincing for doctors, that is hardly going to be adequate Instagram content. Not to mention, it will likely never be approved as a paid Ad. This means, that instead of your common photo shoot in the Operating Room, you may need a set of culturally diverse images in everyday situations. Once again, your marketing team will need a totally different approach to visual materials.

TanAx change marketing
TanAx change marketing

Finally, the approach to video material is also entirely different. Common medical videos include testimonials from medical professionals (again using highly specialized language). In the case of patients, it is better to produce simple, short videos explaining the technology. One of the approaches that work great is using 3D visualization. It combines the power of visual materials, animation and has great potential as social media material. They can also serve as great demo materials for presentations to healthcare professionals as well.

TanAx change marketing

Overall, as you can understand based on the discussion above, transitioning to patient-centric marketing requires a new approach. This is bound to put significant strain on your marketing department. Hence, you need to either hire a marketing agency that is familiar with both medical as well as consumer marketing or upgrade your marketing department’s skills by hiring new staff or educating current team members. Hence, let us introduce to you the concept of change marketing.


TanAx change marketing

So what is change marketing you ask? Change marketing is when we bring our 15 years of medical marketing experience and 10 years of marketing agency expertise and apply them to revolutionize your marketing department. We have medical marketing strategies that work and new technologies to give you the best ROI.

TanAx change marketing

Developing digital marketing strategy & upgrading rapidly to new visual technologies like 3D, may make the difference between winning & losing in the marketplace. At TanAx change marketing agency we offer a whole range of medical marketing services combining modern technology (like educational medical 3D videos, web pages with embedded 3D models, etc) & 15 years of global expertise marketing Medical products to Healthcare professionals as well as Patients. Check out our Business Case presentation. It contains an example of a massive digital campaign & 3D educational video.

TanAx change marketing

For more details on this technology or other medical, healthcare & pharma marketing services please refer to our special medical Special Offer page. This is just a small example of what we can do for you! Check out the full change marketing service offering on the dedicated Services page.

TanAx Marketing Agency ©. Copyright 2021 – Main Page

Magic words in pharma: beyond-the-pill

Beyond-the-pill & consequences for pharma marketing

TanAx pharma marketing

The trend

2020 & 2021 have been years of Change in Pharmaceutical & Medical Device industry. While the upside for growth in this industry has been tremendous, the Change also meant a clear need to adapt. In this email series, we will discuss a few market trends. Followed by opportunities that may arise from the challenging years of global pandemic. We will begin by Beyond-the-pill and the consequences for pharma marketing.

The first trend, we will cover is Beyond-the-pill. Firstly, what is beyond-the-pill? In short: beyond-the-pill stands for a service offering that comes together with the product. Such solution addresses a need along the “patient’s journey” hence improving patient’s experience or health outcome. This, could be a major competitive advantage.

The Consequences

Pharma marketing

Because beyond-the-pill is all about the patient, a key to building a successful beyond-the-pill strategy lies in patient engagement. Today, this means reaching your patients where they are: online, on social media. That may require a few adjustments when it comes to your marketing.

providers. While those marketing efforts, especially when it comes to Educational Marketing, is absolutely paramount, the industry in general is relatively new to digital marketing to patients. Hence, building online marketing strategy with patient in mind is going to be top priority if you are to succeed at your beyond-the-pill efforts. This will mean a shift in the way you do marketing. In order to accelerate speed to market, you may want to consider using a marketing agency that combines knowledge of medical marketing with its regulatory intricacies and terminology with experience of running successful B2C social media marketing campaigns.

TanAx pharma marketing

TanAx pharma marketing

How can we help?

Pharma marketing

Translating sophisticated medical concepts into engaging patient content is no easy task! At TanAx marketing agency we combine 10 years of marketing agency experience of running social media campaigns with 15 years of global medical marketing knowledge. We can help you build your online patient engagement while successfully navigating medical terminology & regulatory environment.

Crack the code to direct consumer communication! No hidden fees, no hustle, no headache. Upgrade your digital game today. Unlock opportunities with “change marketing” by TanAx by visiting dedicated interactive 3D page or check out our corporate presentation and brochure.

TanAx Marketing Agency ©. Copyright 2021 – Main Page

Upgrade your marketing game with TanAx change marketing agency

Healthcare medical marketing by TanAx change marketing agency


TanAx healthcare medical marketing

While healthcare is on the rise due to the global awareness of its importance, many businesses have undergone a major digital transformation. A few companies have embraced the change and succeeded. Others are still exploring the digital world. Still, many businesses have found the transition difficult. Specifically, the marketing skillset required in the post-covid world is different. Since new marketing is patient-centric & relies on digital channels, it demands strong social media skills. Additionally, new tools are required to visualize complex subjects easily. Overall, this means a fast adjustment for any marketing department.

Healthcare medical marketing

In this dynamic situation, some companies chose to revamp their marketing efforts internally. Since restructuring the marketing department internally, can be costly and lengthy, hiring an agency that has all the skills in place may be the easy route. Therefore, if you are considering an agency to help you cope with the shift in the marketplace, you are certainly justified. We can help you maximize your digital presence and build a strategy for future growth!

Today, we would like to shed light on a specific trend in healthcare medical marketing. The trend we would like to talk about is patient-centric marketing. Traditionally, medical business has focused on marketing to healthcare professionals. However, in the past couple of years, the marketing efforts have started to shift towards the patient. This practically means a couple of things. Firstly, an acceleration of social media marketing. Secondly, development of B2C type of marketing materials.

While many medical companies have experimented with social media marketing only some have been successful at it. Social Media marketing to medical professionals is no easy task. However, with a shift towards patient-oriented marketing social media is an absolute must. So in this article we going to look at a business case of strategic social media healthcare medical marketing.

Secondly, the type of marketing materials that are required for patient-oriented marketing are totally different from complex and clinical materials normally produced for doctors. While we will not cover all of the differences in this article, we will speak about a specific example of patient-centric marketing consideration in the Middle East.


While there are many agencies, that claim they can run your campaigns at low cost, it takes more than pressing a few buttons. You need an expert & a partner to produce consistent results & high ROI. That is why we will discuss a few practical examples of healthcare medical marketing and the importance of a strategic approach.

TanAx healthcare medical marketing

Business case #1

Firstly, let’s focus on the new trend in healthcare medical marketing. While most marketing efforts in the past have been focused on Healthcare Workers, patient marketing has emerged as a key priority in 2020 and 2021. However, very few companies got a grip on differences between approaches to healthcare workers and patients. Even fewer, understood how to benefit from the new patient-centric approach.

So, the example we will be looking at today is a medical aesthetics business. Let’s imagine a hypothetical company manufacturing products that can be used by Plastic Surgeons. Unlike many healthcare professionals, these doctors are practicing aesthetic medicine and their popularity is often defined by celebrities they treat and importantly, their Instagram. Because Instagram is a very popular social media channel, it seems like this particular company will have a very easy transition from marketing to doctors to marketing to patients. After all, the channel is the same, right? Wrong.

Healthcare medical marketing

The underlying issue here is that despite the same social media channel – Instagram, the type of content that doctors consume vs what patients want is radically different. Plastic surgeons will be interested in new techniques, information on patient safety, clinical studies, and alike. However, this content is extremely hard to digest for a patient. The images from the operating room are highly unlikely to make a woman desire plastic surgery. However, for a doctor, these are educational. The patients are much more likely to be interested in before and after pictures, beauty trends, new procedures available.

Therefore, the social media channel remains the same. However, the company now needs to find a new voice on Instagram. Many companies would take an easy way out and mix medical info for doctors with patient-oriented posts. However, that is not a great idea. The problem is that patients may really be discouraged by medical imagery and complex posts. While doctors will find the lifestyle materials useless. Hence, by trying to please everyone you will fail to please anyone.

TanAx healthcare medical marketing

What is the best approach you ask? The ideal approach is to separate the info into 2 brands and 2 Instagram accounts. One- entirely educational, clinical, and objective. With medical imagery to match. Another one for consumers, with attractive lifestyle images and short, but clear info. And, of course, with before and after pictures. Another approach would be to post medical content only on dedicated Instagram pages of Medical Associations and professional bodies. While keeping the branded Instagram account consumer-oriented. In any case, the moral of the story is that the differences in approach are very important and require strategic thinking. Even if the channels you are using are suitable for both, patients and doctors.

Healthcare medical marketing

Business case #2

Another issue that we should take a look at when transitioning to a patient-centric approach is language. More specifically, social media channels in the local language. While it is not news for any multinational company, that marketing materials need to be translated and modified in different countries, a few have considered making separate social media communications for different countries. Generally speaking, healthcare medical marketing has been focused on highly educated medical professionals. In most countries, these educated people are comfortable with English. However, some large countries still require translations as a rule. Among others: Russia, China, and Turkey demand materials in a local language.

Healthcare medical marketing

Having said that, plenty of multinational companies kept their social media channels in English only. They often provide translated technical datasheets, brochures and catalogues translated in different languages. But not the social media posts. Now le’ts take a look at a specific example.

Over the last decade Middle East has become an attractive growth platform for many international companies. Some of the largest markets in the region are Saudi Arabia and United Arab Emirates. Majority of the medical professionals in these two countries are expatriates who are perfectly content with information in English.Therefore, if you are taking a traditional approach to healthcare medical marketing and focus on doctors, you can save time and money and skip translation.

TanAx healthcare medical marketing

However, if you decide to focus on patient the picture changes dramatically. Saudi Arabia, the largest country in GCC, according to statistics has over 90% of families speaking Arabic at home. Obviously, some of them do speak English. However, compared to the medical community, this percentage is much lower. Therefore, transitioning from traditional healthcare medical marketing to patient-centric marketing would certainly require translating all your materials to Arabic.

Healthcare medical marketing

Further more, lets look at UAE, another large market in the Middle East. While the medical professionals in United Arab Emirates are perfectly fluent in English, still 42% of population views social media in Arabic, not in English. This is almost half o the population that you would be missing out on, if you were adopting a patient-oriented marketing approach and skipped translation.

Therefore, not only you need to pay attention to translating your marketing materials, but also you need to consider social media in other languages as well. This is a strategic decision. You need to carefully weight the power of one strong consolidated social media channel in English versus the opportunities you will miss by not translating your content into major languages. You need to re-evaluate this decision for every important geography when planning your patient-centric approach.

Healthcare medical marketing

IMPORTANCE OF CHOSING Healthcare medical marketing PARTNER

While there are many agencies, that claim they can run your campaigns at low cost, it takes more than pressing a few buttons. You need an expert & a partner to produce consistent results & high ROI. Now, with the changes happening in the medical & healthcare industry what worked before no longer applies. That means, that you need to rapidly learn more about patient-centric marketing and social media. In turn, that may require you reorganise your marketing department or change your marketing agency. You need a partner who is aware of complexity of healthcare medical marketing and is apt in social media as well.

Leverage our 15 years of expertise in strategic marketing & branding to expand your business. We have extensive, in-depth experience in markets of USA, Europe, Asia & Middle East, including major countries like China, Russia, India. Thanks to our extensive medical marketing experience, we are able to produce sensitive, regulated medical content suitable for doctors. Thanks to 10 years of agency expertise, we are fully fluent in social media. Hence, we are able to handle your marketing needs from A to Z. Aditionally, we can facilitate your transition to patient-orienting marketing.

With TanAx as your marketing partner, you will unlock new opportunities! Talk to us today, and learn what we can achieve together! Check out our full range of marketing services for Medical, Pharmaceutical, Healthcare industries Special offer. You are also welcome to download our corporate presentation for more information about our company.

TanAx Marketing Agency ©. Copyright 2021 – Main Page

NEW: Personal Branding – your way Up!

New: Personal brand – your way up!


TanAx personal branding

TanAx creative marketing agency is proud to announce a new service. Today we are launching our Personal Branding service.
It is no rocket science that one needs to brand their business. With brands like CocaCola, Apple, Google, Amazon and many others, we are familiar with value of business branding. It is standard practice today.

However, it was not until people such as Steve Jobs, that the concept of personal brand existed. However, even then, personal branding as a service was a privilege of a select few. Personal Brand expert is a luxury only CEOs and top management could afford. However, times have changed.

Since the beginning of the pandemic, the job market has become extremely competitive. In order to stand out in such a competitive environment, you have to define what is the unique value that only you can add. That value is the sum of who you are as a person and your experiences. The best way of communicating this value to the outside is personal branding.

Personal brand doesn’t only help with job search. While it may land you a job, it can also help promote your company, build your influence in the market or your reputation in your current organization. At TanAx, with our 15+ years of international strategic marketing experience, we are launching Personal Branding as the new service that we offer to entrepreneurs. Our experts will help you start your journey to successful personal brand!


In this article we wanted to give you a few ideas on what to consider when starting a personal brand. Below we will cover 3 important things to take into account. The hardest part of any serious venture is to get started and make a habit out of it. So if you want to build a personal brand, but don’t know how, these tips will get you started. However, if you are a busy professional, you may want to perfect your skill set and leave branding to a professional agency. In any case, we hope that you will find the tips helpful.


Firstly, before we dive in, let’s formulate what is a brand. According to Forbes, “…use … “brand” to refer to the perception customers have about that product or service.”©. Meaning, your personal brand is a perception that you want people to have about you.

Daily we do make an impression on others. This happens naturally. However, if you don’t control these perceptions, chances are that people either won’t see the best parts of you or they will just get a random impression. Therefore, personal brand helps you communicate who you are to the world in consistent and strategic manner.

In order to do that, you first and foremost need to identify the things that you want to be known for. It is the hardest part of personal branding to know what message you want to put out into the world. However, without a clear message in mind, you will never succeed as a brand. Therefore, it is a must to formulate clearly what you stand for.

Begin by examining your past achievements.What are you most proud of? What are the most meaningful experiences you have had so far? Who do you want to be in the future? Answering these questions may not be easy, but it will help you explore your own motivation and focus on what is really important to you.

Let’s explore an example. Our client is a marketing professional She has lived and worked in multiple countries. Her passion is mentoring women, especially in developing countries. She also has two degrees. One is an MBA and another one is in Painting. She has 15 years of experience in sales and marketing roles within a multinational environment, managing remote multicultural teams. She is well known for perseverance, delivering results. In terms of personality she has a great sense of humor. What she enjoys the most is people management. She also believes in ethical business and fairness. Also, she participates in charities (animal welfare). Finally, she used to be an exhibited artist. So, what is her personal brand?

First and foremost at the core of her personal brand is the fact that she is truly a global citizen. She loves multicultural environment. In her opinion, understanding other points of view, other cultures and respecting them opens your mind to the world. This is how the best ideas are born. Therefore, we would emphasize this in her personal brand. Hence, the communication will be around the fact that this lady speaks 4 languages, lived in 5 countries and worked closely with all regions except Latin America.

So we are taking an actual valuable experience that this person has and highlight it. What is also important, is that she will sound credible and authentic speaking about multicultural issues, because this is something she, herself is passionate about. On top of speaking about multicultural experiences also highlights this person’s adaptability, flexibility and communication skills. All of these are strong positive messages, reinforcing her brand.

Second aspect of the personal brand in this instance is the fact that this lady really enjoys people management. She has 8 years of experience managing teams. What makes her people management experience stand out is the fact that she has managed remote teams since 2012. Now that, is important. In 2020 the whole world was forced to work remotely. And many organizations have struggled with that. There are few managers who have a decade of experience engaging remote teams.

Additionally, she has been mentoring women from different cultures. That means, that she can be an asset to any organization that is working towards diversity. It also means, that she can be a good coach. That is a great skill to have. Managing a successful team requires identifying strengths and weaknesses, capitalizing on the strengths and coaching the team through the weaknesses. Previous experience in coaching diverse demographic is certainly an asset.

Finally, the thing that clearly sticks out is that this person has both Business and Art. She has experience in sales and marketing with a large company. But she also was an exhibited artist and has a Painting degree. Firstly, it speaks to versatility. Secondly, it shows that she is creative. And that is for sure a valuable skill for marketeer. Also, it shows a multi-faceted, complex personality. It means, that this person is capable of thinking out-f the-box. A skill certainly helpful for post-covid marketplace.

Therefore, in order to begin your personal brand efforts, you have to identify what you stand for and what you are good at. In this example we have highlighted: multicultural, global experience; experience managing multicultural and remote teams; versatile out-of-the-box thinking. These traits and experiences make up for a unique profile and add value in the marketplace. This is the first and most important step you need to take when building a personal brand.


Every interaction you have leaves a mark. These days, these marks are often digital. And that means two things. First, they are more permanent, as what you post on social media tends to stay there for a long time, it gets re-posted or archive. And rarely goes away. Second, you tend to reach more people. If you say something to a person face-to-face, they may tell somebody else about the conversation. But that is a probability, not a certainty. However, when you post on social media you actually count on the message reaching more people.

Therefore, especially now, it is important to take charge of impressions that you make on others. This is crucial when it comes to your use of social media. It is also important for any professional interactions. But let’s talk about social media first.

Most people use social media for entertainment. They post random thoughts. Pictures that reflect the mood of the day. Sometimes, emotional outbursts. Young people are especially prone to indiscriminate and, sometimes, inappropriate use of social media. However, these sporadic posts are going to stay out there. The totality of these random posts produce a certain impression of the person behind the social media profile. Therefore, by approaching social media in inconsistent manner people leave an unplanned and often negative image for the world to see.

This approach to social media and professional interactions means that not only you failed to use an opportunity to speak for yourself, but you may have actually compromised the image you have been trying to build your career. Let’s for a minute imagine the following scenario. A young and bright lady is trying to get a job in an international company. She has a Master’s degree in relevant discipline. She also speaks 3 languages. Additionally, she has taken the time to get work experience by doing summer internship and also contributing to an NGO as a volunteer.

Now let’s imagine that this same young lady goes to a party and takes selfies with her friends. She ends up drinking a bit much. She posts some of these pictures on her Instagram with mildly provocative comments. The next Monday she applies for her dream job. The HR officer does pre-select her for the interview. The young lady is invited for the interview and does pass it successfully. Prior to making an offer, the vigilant HR officer checks her references and goes over the girl’s social media profiles. In doing so, the HR discovers the said pictures from the party and a runt about behavior of her autistic niece at breakfast a few days ago.

While we are all human and we all make mistakes, the public nature of social media makes those mistakes our permanent record. In this instance, the posts may not seat well with the HR officer. So they may well cost this young lady a job opportunity.

Now, if you are going to start a personal brand, this is not an acceptable situation. You can no longer use social media randomly and hope for the best. Instead, you can turn it into a great personal branding tool. All you have to do is to use social media consistently and with a purpose. Once you have identified what you are good at and what you want to say to the world, all you have to do is stay on topic.

If you post regularly, this should be easy for you. It means what you have to do is to simply ask yourself a question, whether what you are about to post contributes in a positive way to the image you want to project. If the answer is yes – fantastic. If it isn’t – you should not be posting it.

The task is more daunting for those of you, who do not post regularly. In this case, you should come up with a routine and stick to it. For instance, to begin with making a commitment to post once a week. Set aside one hour of your time every week. In between come up with ideas of what you want to right about when you are in transit, waiting in a line, etc. Write them down in a notebook, if that helps. Review the ideas, select the ones that are particularly “on brand” for you and write. Once a week. Every week.

Once you have a stable posting routine, it is time to join some groups and follow hashtags that you are interested in. Make sure that those interests are consistent with the core personal brand you have developed. Make it a habit to monitor the groups and the hashtags for 10-15 minutes every day. On a lunch break. Or in the morning when you drink your coffee. Join the discussions that you find interesting. Comment when you have something to say. Make it a habit.

Like this you will start building your personal brand. You just have to remain consistent. In values you represent. In your posting routine. And, finally, in terms of commenting & participating in relevant discussions. While developing a habit to post regularly and to participate in discussions is less challenging, staying on topic may be harder. Make sure to edit & to keep the ideas flowing! And if you are really having a hard time, ask for professional assistance, hire a personal brand agency.


The key to success in personal branding is, firstly, finding your voice. Secondly, making it clear to the world, speaking consistently. But the last ingredient of best personal brand is authenticity. People sense sincerity. And, above all, they sense insincerity That immediately turns them off. Therefore, whatever you do, please make sure you stay genuine and, also, true to yourself.

In first part of this article we spoke about importance of identifying your strengths. However, we also said, that it is important to understand what you want to enjoy, what you stand for. The reason why that is paramount, is that building a personal brand requires a consistent and focused effort. In order to maintain the level of dedication that is required to create content regularly and still be authentic, you have to actually be interested in the subject matter.

TanAx change marketing

Building a personal brand requires commitment. If you are focusing on subject that you are genuinely interested in, it becomes a learning opportunity. As you continue to explore the subject matter in attempts to create good content, you will become more knowledgeable on the topic. If you really care about something this becomes a natural process. However, if you are trying to “fake it”, keeping up the work will become a challenge. As you struggle to find relevant subjects to post about, your tone will become strained, rather than authentic. Inevitably, your audience will feel it. Therefore, it is really important that when formulating your brand and values, be absolutely honest with yourself.

The conclusion

Everyone in this difficult times can benefit from a personal brand. It can help you get a job. It may be key to growing your business. Or, it can become a way to advance your career in your current organization. Whatever your goals are, personal brand can help you get there.

In order to build a successful personal brand you firstly, have to understand what are your strengths and values. Once you have found your voice, you need to be consistent. Don’t leave it to chance. Make sure you use every opportunity to communicate what you stand for. Personal Brand requires dedication and work. In order to keep it up, it is important that you stay genuine and authentic. Sincerity always resonates with the audience.

Some people find it daunting. It is not easy to identify your strengths and weaknesses. It also requires dedication and some technical skill when it comes to social media. Finally, a lot of busy professionals simply have no time to spare. If you fall into one of those categories, or simply need more information, feel free to reach out. Our experienced marketing professionals will be happy to offer you a personal branding consultation and help you identify the next steps.

Many of our customers are the best of what they do. They have very little time to spend on other activities, because they are dedicated to their career. That is why they leave their personal branding efforts to us. Because we are the best at marketing. Here is the full page about Personal Branding service by TanAx “change marketing”© agency. Alternatively, check out our Services page to familiarize yourself with full service offering of TanAx.
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