Hospital marketing is essential to the growth and success of hospitals, healthcare facilities, medical practices and health insurance companies. It is all about connecting with patients and providing them with reliable information that can help them make informed decisions about their health.
Healthcare advertising has traditionally been focused on broadcasting and print tactics, such as TV ads, radio spots and billboards. However, the digital world has made it possible for marketers to target specific audiences and deliver personalized messages to potential patients. Hospital marketing has evolved to include a wide range of strategies including email and social media campaigns, website optimization and influencer marketing.
When planning hospital marketing initiatives, it’s important to keep in mind that many prospective patients have a general distrust of the healthcare industry. Whether they’re seeking treatment at a large multi-site organization or a small independent clinic, people tend to view hospitals as faceless corporations that lack authenticity. To dispel this perception, it’s important for hospitals to connect with patients on a human level. This can be done by highlighting patient testimonials and success stories, creating visually appealing graphics, and including live chat functionality on hospital websites.
With 97% of Americans owning a mobile phone, hospital marketers must utilize modern communication channels to drive engagement and conversions. This includes text messaging, which offers a convenient, personal way to send appointment reminders and health tips to patients. Additionally, hospital marketers can also use SMS to promote patient-centric initiatives, such as a patient portal or online booking for appointments.
As the healthcare industry continues to evolve, hospital marketers must stay up-to-date with industry trends and best practices. This may involve implementing new technology, trying out new ad types or even partnering with an agency that has deep experience in the sector. It’s also crucial to analyze performance metrics, such as email open rates and reach, and optimize current campaigns. Remember, Rome wasn’t built in a day!
A hospital’s brand identity should highlight what makes them unique and set them apart from the competition. This can be done by establishing key differentiators, such as the hospital’s location, staff expertise or patient-centered approach. Once a hospital has a clear identity, it can be reinforced in all communications and campaigns.
A successful hospital ad campaign should be highly personalized to appeal to HCPs’ needs and interests. To do this, hospital marketers should first understand why HCPs refer to a particular department or specialist, and what their patients want from those services. They can then use NPI data to target HCPs by specialty and location, ensuring that their messages are reaching the most relevant doctors and patients. Finally, they can fine-tune their targeting to only show ads on devices that are in use by decision-makers – ensuring that the hospital is getting the most return on investment for their digital ad dollars.