Effective Hospital Advertisement That Is Used By Top Hospitals
Hospital marketing uses science-based strategies to promote health information and interventions to patients and caregivers. Put, the goal of healthcare marketing is to boost positive health behaviours. But you take it to a higher level when your healthcare materials improve patient experience, satisfaction and recruitment.
By infusing attention-grabbing visuals in your healthcare marketing materials, your patients can start to have a fantastic experience. And as you transform the patient experience, you will also notice improvements in your recruitment and retainment efforts.
We’ve put together the essentials of healthcare marketing strategies to keep your patients happy in this in-depth guide.
Venngage simplifies marketing for doctors. Even if you’re a non-designer, you can start making easy-to-understand, engaging and impactful visuals for your patients using Venngage for Healthcare templates.
The following best practices can improve your hospital marketing strategies:
- Consistent healthcare branding
- Reputation management and getting feedback
- Improve your healthcare website
- Free healthcare marketing
- Online ads for healthcare marketing
- Online ads for lead generation
- Traditional advertising: does it work?
- Social media healthcare marketing
- Analyzing and improving your healthcare marketing strategy
- Healthcare marketing FAQs
How We Do Online Marketing For Clinic’s
Consistent healthcare branding
Healthcare organizations (hospitals, clinics, private practices and home health) need the branding to drive marketing strategies. Patients need to identify quickly what sets them apart from the rest.
But what is branding? Here’s everything you need to know about branding in less than 3 minutes:
Consistent healthcare branding will make you stand out. The following strategies can help you achieve that:
- Connect emotionally with patients
Your brand should connect with patients more personally than just offering high-quality healthcare services. Use empathy and compassion in your branding.
Amy Fortunato, VP, creative director of the Bloc, said this in a Medical Marketing and Media (MM&M) article about campaigns of healthcare brands:
“Empathy plays an increasingly large role in how healthcare brands communicate.”
Patients have unlimited resources on the Internet to shop around for various healthcare providers. What gives your brand a competitive edge is connecting to patients on an emotional level.
For example, you can use a company fact sheet like the one below to demonstrate that your company’s mission and values align with your patients’ emotional needs.
- Be inclusive
Adopt diversity, equity, inclusion and belonging in your healthcare branding strategy. This means creating content that reflects the diversity of patients. As you create a healthcare marketing strategy, the reasonable question is, “Can diverse groups of patients identify with your healthcare brand?”
A 2014 study in the Journal of Services Marketing showed that brands that establish “affective commitment” when a customer begins to identify with a brand end up having customers who become advocates for the brand. Advocates have the potential to bring in more customers through word-of-mouth and social media.
You can connect emotionally with patients by using healthcare digital marketing infographics that acknowledge that every one of your patients is different physically and emotionally. This can be done by using diversity and inclusion terminology and imagery.
Here’s an example of a healthcare infographic that uses diverse people icons:
The Web Accessibility Initiative explains inclusion in the context of creating a web page as being:
“…about diversity, and ensuring involvement of everyone to the greatest extent possible. In some regions, this is also referred to as universal design and design for all.”
According to WAI, inclusion addresses a broad range of issues, including:
- Accessibility for people with disabilities
- Access to and quality of hardware, software, and Internet connectivity
- Computer literacy and skills
- Economic situation
- Geographic location
- Age, including older and younger people
The American Hospital Association (AHA) infographic is an excellent example of hospital marketing that connects with patients emotionally by demonstrating inclusivity.
- Use data to highlight patients’ pain points.
Do you want to improve how patients experience care at your practice? Use data! Ask your patients to provide feedback via surveys and questionnaires. And then use their responses to improve patient satisfaction.
The Cleveland Clinic is a great case study for using data to find out how to improve patient satisfaction. After failing in patient satisfaction ratings back in 2009, James Merlino, MD, a prominent colorectal surgeon, was appointed as Chief Experience Officer to spearhead the hospital’s patient experience improvement. He successfully transformed the Cleveland Clinic’s staff’s approach from “medical outcomes” to “patient satisfaction.”
Using data from the Centers for Medicare & Medicaid Services (CMS) survey of patient satisfaction, Dr James Merlino increased the ranking of the Cleveland Clinic. The hospital is now consistently ranked in the top five US hospitals for overall quality and safety.
You can use a sophisticated bar chart like the one below as your data storytelling template.
Organic marketing strategies for Hospital Or Clinic
Organic marketing is getting customers for your business without using paid advertising or sponsored posts. Organic marketing usually picks up momentum gradually, unlike paid marketing.
Some organic strategies that are great for marketing in the healthcare industry include the following:
- Word of mouth marketing
The power is in the stats! According to Nielson, about 92% of consumers are happy to follow recommendations from friends and family over other forms of marketing. Word of mouth marketing (WOMM) influences 20% to 50% of all purchases, according to McKinsey & Company. That’s the power of organic marketing.
- Doctor referrals
Patients with solid relationships with their primary care physicians often follow through with speciality referrals. Patients typically trust doctors if they’ve been using their services for an extended period.
- Physician liaisons
Physician liaisons are people who represent a doctor or practice. They typically acquire new patients by connecting and coordinating with other physicians.
- Great visuals in emails
Your healthcare staff can use simple tools like email to reach patients. But to make your materials stand out, your staff must use differentiating tools like infographics with great visuals.
Check out this case study of how Arun at BaptistCare drastically improved technology adoption for care staff. By teaching his staff to use Venngage visuals, Arun increased open email rates by 60%. Also, by teaching his staff about using infographics to communicate, uptake rates were increased to 70%.
Online ads for healthcare marketing
Advertising and marketing have slightly different definitions. Companies use advertising to place a message or brand in a particular location. In contrast, companies use marketing to understand their customers to meet their needs better. Advertising is a type of marketing.
Online advertising is achieved by placing ads on the Internet. Everyone is online these days. With the proper targeting, your online ads can meet patients right where they are.
Use vibrant imagery and bulleted lists to help patients identify your services quickly in your online ads. For example, this community healthcare services flyer below is perfect for advertising free medical screenings.
Online ads for Patient Lead Generation
Your online ads can also be used for healthcare lead generation when collecting data from people who click on your ads. You can use this data to build your potential patient database.
When done right, Google ads can get you hundreds of leads. The higher you can rank on Google’s search engine, the more leads you can get that connect prospective patients to your healthcare business. Ranking higher on Google Maps will get you even more leads.
One case study of a healthcare company that was successful in lead generation from online ads is CareSpot, an urgent care centre with locations. Using a 4-pronged PPC strategy—centre-level budgets, geofencing, direct response keywords, and ad structure—CareSpot was able to rank #1 in local map listings in 50% of Google searches.
According to Ariel Geifman, co-founder and CEO at Dealtale, 74% of marketers spend more than $50 per lead and 12% more than $1,000.
Analyzing and improving your Hospital marketing strategy with ClinicManager
As the digital world keeps changing, so should your medical marketing strategy. It would be best to keep learning what works and what doesn’t. You also need to measure your metrics for success.
You can analyze and improve your medical marketing strategy by taking the following steps:
- Track how many patients are engaging with your campaigns
You don’t want to waste time with healthcare digital marketing strategies that are not working. Track the level of engagement for your public health marketing, and switch your strategies if you’re not getting the kind of responses you envisioned. You can use tools like HubSpot and Google Analytics to gauge engagement.
- Improve your landing page site speed
Your landing page captures your leads. It should never have a delay of more than two seconds. Set a consistent, frequent schedule for testing your landing page site speed. You can use Google’s PageSpeed Insights to get a feel for your site’s speed.
- Perform A/B tests often.
It would be best to use A/B tests for different sections of your landing pages to analyze what drives the most conversions while marketing your medical practice.
- Monitor your online presence
You need ongoing feedback to be successful. You need to know what types of reviews patients are leaving on the Internet so that you can respond appropriately.
What is Hospital Marketing Or Advertisement?
Hospital or Clinic marketing is a type of marketing that uses science-based strategies to create, communicate, and promote health information and interventions to patients and caregivers. Like any other kind of marketing, healthcare marketing focuses on increased revenues, in this case by acquiring new patients and retaining old ones.
What is a Hospital Marketing Strategy?
A healthcare marketing strategy is a detailed marketing plan extended over a specific period (for example, one year) to achieve key performance indicators. It can include:
- Details about your target audience
- Competition analysis
- SWOT analysis
- Product roadmap
- SEO strategy
- Social media strategy
What does marketing mean in Healthcare?
In Healthcare, marketing focuses on acquiring new patients and maintaining old patient relationships. The competition is tough. A marketing strategy for hospitals must highlight a unique value proposition that sets your healthcare business apart to be successful.
The key to today’s healthcare marketing landscape is to prioritize your patients. With sound healthcare content marketing materials, you can improve the patient experience, satisfaction, and recruitment, mainly by implementing visuals that captivate your patients’ attention.
Venngage for Healthcare helps providers with marketing visuals that speak deeply to patients. We reduce your work by providing easy-to-use healthcare templates.