Healthcare Marketing: 42 Ideas for Building a Better Hospital Brand

Becker’s Hospital Review  published an article providing 42 tips for building and promoting a hospital brand as offered by Dr. Rhoda Weiss, a healthcare consultant, editor of Marketing Health Services Magazine and a professor of healthcare marketing at UCLA.  Her suggestions are methods for creating relationships in order to build a brand.

Many of them your hospital may already be doing.  Some may not apply to your situation.  Some are operational and some are marketing.  But it is a list with basic, very good suggestions.

Peruse the list.  You may get some ideas that will help you build your hospital brand.

  1. Write welcome letters and call new staff
  2. Encourage staff with signage such as, “through these doors walk greatest staff”
  3. Recognize newcomers as “buddies,” and assign them mentors
  4. Develop a robust orientation program for staff and families
  5. Create pride cards based on what makes staff proud
  6. Implement an employee of the day award
  7. Start a rumor or complaint line for patients and staff
  8. Go on “endless management rounds”
  9. Create professional development opportunities for employees
  10. Give out best attendance awards
  11. Create strong family wellness and fitness programs for staff and their families
  12. Develop walking challenges and circulate wellness newsletters
  13. Offer financial incentives to staff members who improve health
  14. Assign staff “brand ambassadors”
  15. Provide GED classes and scholarships for hospital staff members
  16. Put on “glad you’re here” one-year events
  17. Open an employee hardship fund
  18. Offer first time homeowner forgivable loans
  19. Recruit, retain, market aggressively, promote and elevate physicians
  20. Offer endless options for physician retention
  21. Connect physicians and their families with mentors
  22. Research; ask questions; relish data; be totally frank
  23. Reinvigorate, engage leaders — be champions of change
  24. Align strategically: Employ, affiliate, partner and integrate physicians
  25. Host networking events and dinners for physicians
  26. Meld the “personal with professional”
  27. Identify ways to make employees’ lives easier
  28. Collaborate in best-practice medicine
  29. Create “future task forces” in each physician specialty
  30. Showcase the hospital using multiple media
  31. Use benchmark data to persuade, not punish physicians
  32. Rethink hospital’s communication strategy with physicians
  33. Develop a physician navigator program
  34. Establish physician e-communities and women MD networks
  35. Put on “check the pulse” sessions and open forums with physicians and employees
  36. Market to physician office staffers, physician who are significant referral sources
  37. Promote the hospital in physician practice reception areas and exam rooms
  38. Engage referral services; offer same day scheduling
  39. Promote languages, reduce accents and improve speech
  40. Offer free screenings and complimentary physician visits for patients
  41. For physician integration and alignment, consider options beyond employment
  42. Produce quality videos that market hospital’s brand, keeping physicians and patients at the center of the story

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