Healthcare systems across the country seem to be jumping back on
the branding wagon. They are hiring marketing vice presidents from consumer
brand companies and engaging multinational advertising agencies. The idea is to
create a pull strategy that causes consumers to demand your healthcare system.
That, in turn, gives you leverage when negotiating insurance reimbursement
But will new logos and television ads alone create that demand?
Before consumers make a purchase, whether it’s a new camera or
car, they typically follow a predictable cycle that takes them from shopper to
customer. At the end is the camera or car they dreamed of (hopefully). Despite
the common thought that healthcare is not a typical purchase, your patients
follow the same pattern. And you need to be creating content for every stage of
the healthcare consumer buying cycle.
made at least a few jokes about seniors and technology. We ask children to help
grandpa find Netflix on the TV. And we laugh when grandma signs her texts “Love,
Nana” like we don’t know they’re from her.
These endearing examples give the impression that older adults aren’t technology savvy. And because adults 65 and older make up a large segment of healthcare’s target market, you feel the need to rely heavily on other mediums. But baby boomers and above are using technology—at the highest rates we’ve ever seen. Here, we take a closer look at the statistics of tech use among seniors.
Do these comments sound familiar? “We could feature an African American family in this maternity ad.” “Let’s get these service line brochures translated into Spanish.” “How can we speak to our Asian American community?”
Just a few years ago, comments like these typically were the
extent of the conversations hospital marketers were having about multicultural marketing.
But simply including images of diverse families in your banner ads and offering
translated collateral is no longer enough. Cultural differences are about more
than skin color and language. They’re about perceptions, beliefs, customs and
New movers into your hospital’s primary service area are a ripe
marketing opportunity. According to the US Census Bureau, just over 10 percent
of Americans moved in 2018. That’s down from a high of 21.2 percent in 1951,
but it still represents a significant segment of potential consumers in most
If you can reach new movers early and distinguish your hospital or
health system, you’re more likely to be their choice of provider when one is
needed. Of course, simply being first isn’t enough. You need to have a solid
strategy to create loyalty among people who have never used your services.
The good news is many patients won’t need your services for
years at a time. The bad news is many patients won’t need your services for years
at a time. While you’re glad people are staying healthy and don’t need your
hospital, you also don’t want them to forget about you when they do need
Enter relationship marketing. Relationship marketing focuses on fostering long-term brand loyalty rather than short-term, sales-driven campaigns. Create a relationship with people, and you’ll make yourself the obvious choice for the next time they need healthcare.
Relationship marketing takes time and patience. The key is staying the course. Here are five ideas for building long-term relationships with your target audience.
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Hospital marketers have been conditioned to think in keywords since SEO became a buzzword in the late ’90s. But it’s time to go back to thinking—and writing—like a human. That’s because, today, semantic search reigns supreme.
Yes, it would be incredible to rank on the first page of Google for “total knee replacement.” But chances are, that’s not going to happen unless you work for Mayo Clinic. (Or Johns Hopkins, as it turns out.) And that’s OK. Because what you really should be focusing on as a community, local or regional hospital is improving your local SEO.
You have alerts set up and scour review sites for those
dreaded one- and two-star ratings. You jump on the ones that start with, “If I
could have given ZERO stars, I would have.” And rightfully so. How you respond
to negative reviews affects not only your relationship with the reviewer but
your reputation with anyone who reads it forever after. But it’s just as
important to respond to neutral reviews for a few reasons:
Hospital marketers can rattle off a number of reasons they aren’t using live video in their marketing, but we’re going to give you one reason you should: Engagement.
Specifically, viewers spend three times longer watching live videos on Facebook than videos that are no longer live. That likely accounts for at least part of the reason the number of Facebook Live broadcasts has quadrupled in recent years. Live videos now account for one in five videos on Facebook.