A New Perspective on Marketing Hospitals From a Patient POV

Compassion is key to building trust for your hospital’s female patients.

I recently had a bicycle accident that left me with a broken elbow and a referral for surgery. While it wasn’t fun, it was a good opportunity to experience the patient journey from a different perspective than my usual view as a hospital marketer. What I learned along the way led to some surprising conclusions.

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What Women Want From Hospital Marketing

An understanding of how women choose hospitals can help shape your marketing messages.

Consumers are shopping for healthcare in ways they previously haven’t. Thanks to the proliferation of sites like www.Healthgrades.com, www.ClearHealthCosts.com, www.PatientsLikeMe.com and more, patients are finally getting windows into cost, quality of care and patient experience, metrics that greatly influence their choice of hospitals and healthcare providers.

Before we look at what women want in marketing from hospitals, it’s important to examine how they choose them.

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Why Internal Hospital Marketing Campaigns Matter

How marketing to employees trickles down to make patients feel more valued and cared for.

Much has been written about the importance of internal branding and communications. A strong internal hospital branding campaign can maximize engagement and inform employees on how best to interact with patients. Nurses are the frontline staff in the hospital patient experience, and since they tend to be overwhelmingly female, it makes sense to cater to women internally as well as externally when introducing new marketing campaigns, reworked branding initiatives or consolidated branding after a merger.

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Strengthening Your Hospital’s Brand Position to Market to Women

How to position your hospital’s brand with your female market

Whether they’re patients or caregivers, women make the majority of healthcare decisions, and they are busy consumers. When they research products and services, they expect to get the information they need quickly so they can make a decision and move on.

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What Hospital Marketing Can Learn From Restaurants

Five marketing takeaways from the dining industry

To optimize marketing efforts to women, sometimes it helps to step outside our industry and borrow cues from another one. Here are five marketing insights from the restaurant industry to help spark ideas for customer satisfaction, online search, growth strategies, damage control and patient convenience.

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Five Lessons Hospitals Can Learn From Loyalty Marketing

How to build loyalty and drive long-term growth

If you’re like most of us, you probably have a punch card (or five) in your wallet. Loyalty programs allow brands to build relationships and trust, encourage repeat visits and enhance customer loyalty. According to Bond Loyalty, consumers are 81 percent more likely to continue to do business with brands that offer loyalty programs.

How can hospitals use loyalty-marketing principles to connect with women? Here are five ways.

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