The medical industry is a business and like any other business, hospitals need to invest in marketing and advertising to generate revenue. Hospitals are faced with the challenge of attracting patients in an age where consumers have more power than ever to choose which providers they use.
A recent study of over 4500 acute care hospitals found that those that advertise are higher-performing than those that do not. This finding is supported by the fact that advertising is linked to a greater number of CAHPS 5-star ratings and lower readmission rates.
There are a variety of marketing channels available to healthcare organizations, from traditional to digital. Each has its pros and cons, but all can play a role in the marketing strategy of a healthcare institution.
One of the oldest and most effective hospital marketing channels is television. TV ads can reach a broad, diverse audience in a relatively short amount of time and can drive customer conversion. They can be very expensive, however, especially if they are designed to run for several months on national or local networks.
Local news channels are also an important source of healthcare information for many consumers. A recent survey by Klinio, a diabetes management platform, found that over 55% of those who watched local TV news reported learning about their healthcare needs through this channel. This is an opportunity for healthcare marketers to engage their audience with informative, valuable content that establishes them as a trusted resource.
Online social media is another critical channel for hospital marketing. It allows for targeted and measurable campaign strategies, and it can provide an excellent ROI. However, this form of marketing is not without its risks and it is important for hospital marketers to be aware of the risks involved in using social media for their marketing campaigns.
Search engine optimization (SEO) is a critical component of any modern hospital marketing strategy. According to a 2023 article by MonsterInsights, hospitals that are featured in the first position on a search engine results page (SERP) receive about 28 percent of all clicks. To achieve this goal, you will need to create high-quality website content that is optimized for relevant keywords.
Another way to boost your SEO is by running paid ads on Google. These advertisements are called pay-per-click ads. They are typically displayed above and below organic search results, and they can be targeted by geography, device type, time of day, and more. However, PPC ads can be expensive and it can be difficult to get your ads in the top spot. This makes it necessary to conduct thorough research and planning before committing any resources to this form of advertising. However, if done well, PPC can be a powerful tool for your hospital marketing arsenal.