Health systems and hospitals have a difficult job of standing out in the market. After all, nobody wants to visit a hospital willingly—and medical services have become somewhat of a commodity, making it even more difficult to set yourself apart from competitors. However, effective marketing strategies can help you acquire new patients and stay in business. The success stories of hospital marketing below highlight how other healthcare organizations have successfully utilized marketing campaigns to increase brand awareness and gain a competitive edge.
The Future of Hospital Marketing
The healthcare industry is notoriously slow to change—hence why fax machines are still used, despite the popularity of digital communication tools—but with recent developments in technology, especially in artificial intelligence and personalization, it’s time for hospital marketing to start catching up. The successful healthcare marketing brands of the future will likely focus on nontraditional media, have a personalized approach to messaging, and use AI to target intended audiences, experts told Healthcare Brew.
Successful hospitals will have a solid brand identity and consistent message across all channels, from the website to social media. They’ll also be able to build a strong connection with their audience by showing them how their services will benefit them. This is particularly important for hospital marketing, as the buyer journey can be quite long and emotional.
One of the best ways to connect with your audience is by using your own patients’ stories. This strategy is not only highly effective but can also be cost-effective. In fact, many consumers are more likely to trust healthcare organizations if they know that other people have experienced similar situations. This can be done by sharing real-life stories on your website or social media accounts.
It’s also a great idea to incorporate video into your marketing campaign. Videos are a very powerful way to share your story and create an emotional connection with your audience. This can be done through testimonials, case studies, and educational videos.
Besides traditional and digital marketing, it’s also important to include print ads in your hospital advertising strategy. While this may seem old-school, it can help you reach your targeted audience and improve patient recall. Another good option is to invest in a paid digital marketing campaign, such as Google Adwords. This is a fast and effective way to generate traffic, get leads, and boost your visibility online.
It’s important for hospital marketers to remember that HIPAA compliance is a critical factor in their digital marketing campaigns. If your healthcare organization is not HIPAA-compliant, it could face stiff fines and a poor reputation. Choosing a HIPAA-compliant software, such as Invoca, can help you avoid these risks and take your digital marketing strategy to the next level.