Hospital marketing is competitive, especially if you’re in an urban setting where there are multiple hospitals to choose from – and a wealth of private practitioners, too.
Structuring your campaign the right way goes a long way toward capturing market share and increasing your patient flow.
Here are three key ways you can prepare a top-notch hospital marketing campaign, no matter your competitive situation.
Understand Your Market Well
A lot of marketing campaigns are built on intuition and going by your gut. A precious few are based on solid, tangible market knowledge.
The best way to understand your market is through market research. Market research lets you get inside the minds of potential patients. You’ll learn what they value in a doctor or a hospital, their key decision-making factors, and how they emotionally react to messages, branding elements, and the like.
You can use this research to create patient personas that help you pinpoint the demographic and psychographic elements of a typical patient, so you can better tailor your key messages.
You’ll also learn more about where your patients are and how to reach them, which lets you choose your channels wisely.
Prioritize Your Objectives
A hospital marketing campaign needs to be well-structured. But, this can be challenging since structure implies prioritization – given limited resources – and yet there are so many service lines to consider.
Since you have a limited budget, you’ll need to figure out a priority list. That list could shift and change as the year progresses, which is fine, but you need some idea of how you’ll allocate your limited resources.
Some of this is a business decision the hospital administration will have to make based on their patient growth targets. Other portions will be based on revenue goals; some service lines may have more revenue potential or higher profit margin than others.
You’ll have to determine which objectives are most important so you can structure your campaign appropriately.
Tie Everything Together
No matter what you do – post on social media, run PPC ads, buy billboards, take out print ads, run commercials on TV and radio – you’ll benefit from tying these various tactics together.
This is where the campaign-style format works best. A campaign ties everything around a central theme. The theme is replicated in each channel with each tactic, so there’s a unified message. This is much better than a person seeing 10 different messages from 10 different touch-points for your hospital.
Choosing the campaign-style format for your marketing strategy will help you better organize and allocate your resources. It’ll also make your efforts more successful.
Following these three pieces of advice will help create a more robust hospital marketing strategy that can carve out competitive advantages and win patients.
TotalCom is a full-service hospital marketing and advertising agency that believes in getting great results from telling great stories. Contact us for more information or view our previous work and see what stories we can tell for you.