3 Hospital Advertising Strategies to Use Now
Initially you may think hospitals align with the well-known saying “If you build it, they will come,” because access to healthcare is always in demand(check out https://afcfranchising.com this link). Although a person might not think very much about hospital advertising after having an accident in the kitchen that requires stitches, marketing campaigns are more likely to come into play for non-emergency needs like choosing where to have a baby, or which therapist to see for help with restoring functionality after a car accident. You can read this article, if you need accident attorneys. Keep reading for insight about why advertising is important, plus three suggestions you can use in your own facility.
Why Does Advertising Make a Difference?
If you take the risk of not doing anything to spread the word about your hospital, it could be extremely hard, or impossible for it to demonstrate a good return on investment. Also realize that by not doing your own advertising, competing hospitals could begin to influence the perspectives potential patients have about your hospital, because you’re not taking the initiative to fulfill that responsibility instead.
Furthermore, as asserted in an article from the New York Times, it can be very helpful to promote that your hospital has been ranked among the top hospitals for cancer treatments, cardiovascular disorders, advancements in Alzheimer’s Disease interventions or something similar. These accolades don’t usually mean much to a person who’s not directly affected by those disorders, but for someone who’s looking for the best care in the country and is willing to go to almost any length to get it, that kind of advertising can solidify decisions to seek specialized care in a particular place.
Go Where the People Are
Another important thing strategic hospital advertising can do is remind people what possibilities exist in healthcare. As reported on the Health Leaders Media website, New Jersey’s St. Barnabas Medical Center did just that when they organized an interactive display of surgical robots at a shopping mall during the busy holiday season. Health experts were available to answer questions from passersby, and shoppers could even try operating the robots themselves. This effort gave people memorable glimpses into the capabilities of minimally-invasive surgical procedures performed with the help of the robots. The experience might have provided some food for thought the next time a person found himself or herself in need of surgery, but wanted to avoid a lengthy recovery period or severe scarring. Experiment with a similar technique if you’re trying to maximize exposure.
Do Research to Make the Strongest Impact
There are so many different directions to take when marketing a hospital, so it’s no wonder even experienced administrators can feel frazzled when faced with the task. Before launching something that could be costly and possibly not bring the results you want, take time to survey your target audience and see what’s most likely to resonate with them. You may find a larger than expected percentage of your target audience uses Twitter, or that they spend an average of one hour a day reading the newspaper. Those statistics can help guide your marketing efforts by suggesting the advertising arenas you should explore.
Know Your Strengths, and Don’t Be Afraid to Outsource
Whether your marketing team is comprised of ten people or just yourself, be aware of what marketing tasks you’re most capable of doing and use those strengths to your full advantage. If other needs remain, it may be most feasible to give those responsibilities to an outside company, rather than struggling through them with the limited knowledge of your own team.
Marketing is clearly an important part of defining what makes your hospital stand out from competitors and letting your target audience know more about services provided there. Use these tips for great results whether you’re a seasoned marketer, or just getting started.
Brett Harris is a health blogger. If you’re interested in combining business and health, read about the Top 10 online masters in healthcare administration degree programs.