Healthcare Marketing: A Picture Really is Worth a Thousand Words

Hospital Digital ImageToday’s culture is extremely visually oriented.  So hospital brands should have a visual story.

Today people are stimulated by visuals.  This is not to discredit or minimize great copywriting but our world has become visually oriented.  Practically everyone has a camera phone and most people are using them.  And sharing their photos.  It can certainly be seen in the rapid rise of photo-centric social platforms.  To prove the point, Facebook reached 100 million users in 4 years but it took Instagram only 10 days to attract 10 million users.

And science supports this premise.  Humans actually process visuals 60,000 times faster than text.  Our visual sensory abilities are powerful.

And we know visuals can affect us emotionally.  How many photographs have you seen that immediately elicits a strong emotional reaction?  Immediately.

So what is your hospital doing to tap into this image-obsessed culture?  Does you hospital have a visual story?  It would be advantageous for your hospital to communicate with your audience through imagery.  Consumers not only want to hear what your brand stands for but they also want to see it.

Social media provides the perfect medium to create and maintain a visual brand story for your hospital.  Writing for The Agency Post,  Megan O’Malley, an account planner at VMI states, “… it’s the thoughtful, sincere and consistent visual story dispersed socially that builds a relationship.”

There are three important factors to consider when creating a visual brand story for your hospital.

1.    Understand your brand

What makes your hospital unique?  And as O’Malley suggests, don’t ask: What does your hospital do?  But go deeper and ask: Why do you exist?  Why should the consumer care?  What is your higher purpose?  From this information you should be on tract to begin create the visual story of your hospital.

2.     Be consistent

Your hospital’s story is ever evolving and never-ending.  So should be your visual story.  You must be consistent in continually telling your story.  Gaps, holes and interruptions cause the consumer to lose interest and the continuity of the story.

3.     Do it well

You are writing a visual story about your hospital.  And just like a written story it should be done well.  You wouldn’t tolerate bad grammar poor sentence structure and sloppy writing if it were a written story.  Neither should you accept poor quality for your visual story.  It’s your hospital’s brand that you are portraying.  It should be done well.

Consumers are becoming more and more visually oriented.  Your hospital’s brand cannot reach it’s full potential without the use of visuals.  It’s not easy.  But there are huge payoffs for those hospitals that do it well.

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