Despite the industry’s unique challenges, there are many ways hospital marketing can help improve a healthcare organization’s customer acquisition and retention. From fostering relationships with referring physicians to providing an improved patient experience, there are multiple strategies to implement. While a hospital’s CMO is a critical member of the leadership team, a comprehensive marketing strategy requires the support of multiple leaders across the C-suite.
Healthcare marketing focuses on creating a positive brand identity that is consistent with the services offered. This is important to increase brand awareness and build trust with prospective patients. In addition, it is essential to disseminate accurate information about medical services and treatments. A well-implemented marketing strategy can also foster community involvement and increase a hospital’s reputation.
In addition to leveraging social media and other digital channels, hospitals should focus on generating a steady flow of referrals from existing patients. This is an excellent way to increase a hospital’s reputation and gain new patients without having to spend a significant amount on advertising campaigns. However, it is imperative that these efforts are done in a manner that adheres to the laws and regulations of the healthcare industry, such as HIPAA and data privacy.
Hospitals should also utilize SMS text messaging for appointments and routine reminders. With 97% of Americans having access to a smartphone, this is an effective and convenient way to reach potential patients. In addition, it is a more private medium than email for patients who may not want to clutter their inboxes with healthcare-related messages and appointments. Additionally, SMS text messages can be used to deliver health tips and links to helpful content, such as videos of physician procedures.
Another tactic is to feature testimonials from current and past patients on a website, social media, or print materials. This is a great way to showcase the quality of care and the compassion of a healthcare facility’s staff. In addition, it can serve to alleviate the anxiety of potential customers and help them feel confident in entrusting their health with the hospital.
Lastly, a healthcare organization should focus on building a good relationship with local doctors and establishing partnerships with them to generate referrals. This can be done by educating them on the benefits of using a particular hospital, such as its amenities or its ability to provide certain procedures and treatments. In addition, a healthcare system can also sponsor events or create programs that encourage healthy behaviors and promote the overall wellness of the community.
Ultimately, healthcare marketing is vital to the success of hospitals and other healthcare organizations. However, it can be challenging to implement effective strategies due to the unique obstacles healthcare providers face. With the help of conversation intelligence software, such as Invoca, it is possible to optimize hospital marketing and increase ROI by analyzing call analytics and identifying key words that are relevant to prospective patients’ needs or concerns. This information can then be passed onto CRM systems such as Salesforce to create more personalized communications and improve the patient experience.