A hospital ad requires a certain amount of tact because it treats one of the most complex subjects that exist: human health. The best hospital ads are classy, work on an emotional level, have flawless storytelling, and put the emphasis on well-being.
A great hospital ad also features an element of symbolism. For example, a recent campaign from Penn Medicine featured beautiful imagery instead of typical medical footage of a bilateral hand transplant or fluorescent dye helping doctors find tumor cells. The imagery made the ad feel less like a corporate video and more like an exciting future for medicine. This was a smart move, as it instantly instilled the viewer with excitement for the brand and compelled them to trust that the brand had their best interests at heart.
Another way to make your ad more effective is by integrating it with a call-to-action. For instance, a great hospital ad may feature an employee spotlight that highlights a staff member’s dedication to their patients. This is a great way to show consumers that your employees are passionate about their jobs and the services they offer. This is a powerful way to build up trust in your hospital and encourage people to visit.
Digital advertising is also an essential tool in any hospital’s marketing arsenal. In fact, we’ve seen small local hospitals take on digital advertising campaigns to compete with larger network facilities. This type of marketing involves creating online content that attracts and engages the consumer, which then drives them to your website or physical location. Creating high-quality content is important for any business, but it’s especially vital for healthcare brands. This type of marketing combines SEO, social media, and content marketing to drive traffic and conversions.
Pay-per-click ads (PPC) are a great way to get your hospital noticed online. This form of digital advertising places your ad at the top of the search engine results page (SERP) for a given keyword, and it’s an effective way to generate clicks and leads. According to a 2023 article from MonsterInsights, pages that rank at the top of the SERP receive 28 percent of all clicks, so it’s important to place your ad there.
Another great way to drive more traffic to your ad is through local SEO. This involves optimizing your website and ensuring that your contact information is listed in all relevant directory listings. It also includes using keywords that are relevant to your target audience. Adding video content to your healthcare vmails and newsletters can increase CTR by up to 300%, so it’s worth including in your advertising strategy. Lastly, consider partnering with your community to host local events and fundraisers. According to a 2022 report from Zeno Group, 86% of consumers feel that it’s important for companies to support the communities they serve. This type of advertising can help you show your community that your hospital cares about them, and it can also drive brand awareness.