Hospital marketing is the process of promoting and advertising healthcare services and facilities offered by hospitals and other medical organizations. In a time where everyone is seeking medical services, it can be difficult for hospitals to stand apart and acquire new patients. Effective marketing strategies help build brand awareness and connect with the community.
Consistent messaging and positive branding helps build trust and establish a reputable image in the community, which leads to increased appointments and registrations. These efforts can be accomplished through a variety of marketing tactics, including digital advertising, content marketing, social media, and community outreach.
Creating and implementing an effective hospital marketing strategy is essential to increase patient acquisition and retention. To do so, it is important to understand what hospital clients are looking for from their healthcare provider. Patients want a personal experience and are drawn to hospitals that prioritize quality of care, provide educational resources, and deliver personalized experiences.
One way to provide a personal experience is by encouraging current patients to share their experiences with others. By implementing a client referral program, hospitals can leverage existing customers as ambassadors to generate new business and drive growth.
Another way to create a personal experience is by using video to showcase your hospital’s success stories. These videos can feature testimonials from past patients or highlight the medical services and treatments that you offer. This strategy humanizes your healthcare organization and demonstrates your dedication to the health and well-being of your clients.
You can also use video to host question-and-answer sessions on social media to directly interact with your audience and answer their questions. For example, Johnson & Johnson hosted a live workout video session on Facebook where users were encouraged to participate and share their experience. This type of interactive engagement helped to raise J&J’s profile in the fitness industry while also raising awareness about their fitness products.
In addition to social media and other digital channels, it is also important to reach out to the community through traditional marketing methods such as email marketing. Emails can be used to communicate important information to patients, such as appointment reminders or seasonal health tips and alerts. By providing a convenient and easy-to-use signup form on your website, you can collect email addresses and send relevant healthcare updates to prospective and existing patients.
Lastly, hospitals should also make sure to incorporate call tracking and conversation intelligence software in their marketing strategy. This technology makes it easy for healthcare groups to capture and analyze customer feedback in a way that is HIPAA compliant. With this data, you can better understand your healthcare marketing performance and make real-time decisions that will drive more conversions. Invoca’s conversation intelligence platform, for instance, automatically passes call data and key insights into CRMs like Salesforce so you can instantly update your patient database. Learn how this solution can transform your hospital’s marketing and improve the lives of your patients by requesting a demo today.