In healthcare marketing we have to walk the line between expertise and emotion. People will be drawn to your facility for your expertise, reputation, outcomes, physicians, and technology, but those alone are not enough to convince them to choose your hospital. Emotional marketing is key.
Ones health is very personal and patients choose healthcare facilities because they trust them and connect with them – on an emotional level.
So promote your technology, new services, and procedures, but do so in a way that connects with your audience.
Branding Builds Familiarity and Loyalty
One way to connect with future patients on an emotional level is through a strong branding strategy. Effective branding relies on consistency. Your logo, colors, tone and message should always remain the same regardless of the platform you are using.
If a consumer is familiar with your TV ads, they should have no trouble recognizing your outdoor or paid ads on Facebook.
Marketing your hospital across multiple media outlets helps build a stronger brand. If your TV and radio ads are combined with a good social media presence and outdoor, people will become more familiar with your facility than if you just focus on one medium alone. It takes several touch points before consumers make a decision – they need to see you and know you before they choose you.
Consumers connect emotionally when you tell your story. Patient testimonials are great because they involve a real person telling their real patient experience at your facility.
Prospective patients can relate to the condition, the apprehension, and the suffering and yearn for the same positive outcome.
Patient stories can of course be told through traditional media. But, blogging and online videos can also be very effective for relaying a patient’s experience. Having both video and audio and little more time than is available in a television commercial, makes video testimonials especially powerful.
Another way to tell your story is from the perspective of the physician. For instance, if someone is searching online for solutions to their back pain and they find a video of your physician explaining a new procedure done at your hospital, they can begin building that bond of trust before ever meeting the doctor in person! Video makes doctors human, takes away some of the anxiety and makes the prospective patient confident in the expertise of the physician and the facility.
Encourage Social Media Engagement
People are more likely to connect with your hospital emotionally when they see others have that connection. That is why it is so important to encourage your patients to engage on social media. There are several ways to do this.
One idea is the use of a specified hashtag. Brookwood Medical Center in Birmingham, AL has had great success with this strategy. In their #ichooseb campaign they urge patients to use the hashtag and then give the reason they chose that particular hospital.
As a result of this tactic, you see a ton of posts on social media where patients are telling others all the great things about Brookwood Medical Center. Not only is this free advertising, but it also gives people who may not have had any experience with that facility an immediate emotional connection. People think, ”If my friend Lisa chose Brookwood, then maybe I need to go there as well!”
When you do experience social media engagement, make sure to nurture it by responding. You build that emotional connection when you respond to someone’s social media post because it shows to that patient and their friends that you care about what they have to say.
If you need help connecting with your target audience on a more personal, emotional level, contact Jimmy Warren today!
ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!