Digital Relationship Marketing for Hospitals

Three strategies for continuing the consumer journey after discharge

Every hospital’s duty is to help patients get better so they can go home and, hopefully, never come back. But that doesn’t mean the relationship between hospital and patient has to end at discharge. Hospitals must communicate frequently with their former patients and those patients’ loved ones in order to grow and maintain strong relationships.

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Earning Early Loyalty With Hospital Marketing

Satisfying multiple dimensions of customer need is key to long-term loyalty.

This article originally appeared on MediaPost.

A few strategies in healthcare marketing can cross industries and help every marketer. Here’s one example of how a specific healthcare marketing challenge — connecting with women who suffer from chronic disease — can offer strategies that apply across industries.

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Hospital Marketing on TV Hinges on Emotion

This article was previously published on Forbes.

Marketing to women still has a long way to go, including for hospitals, with two-thirds of women stating that they feel misunderstood by healthcare marketers. With a global value of over $6.5 trillion, the healthcare market offers a bevy of opportunity to hospitals and other healthcare organizations that show they consider women’s perspectives and experiences important.

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Using Hospital Marketing to Empower Female Caregivers

Five key areas to emphasize

It’s estimated that 66 percent of caregivers are female, middle-aged and working outside of the home. The duty of being a caregiver, whether after a single outpatient procedure or for someone with a chronic condition, is stressful and arduous when combined with an already full work and home life. Fortunately, hospitals can market themselves not only as providers of great medical care, but as a source of guidance and support to empower women to make the right decisions for their family.

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How to Utilize Brand Ambassadors in Your Hospital Marketing

Use social proof and word-of-mouth to boost your brand’s credibility with women.

We believe what our friends say. According to a report by Nielsen, recommendations from friends are the most trustworthy form of advertising. And women are more likely than men to trust word-of-mouth, with 72 percent reporting that they’ve made a purchase based on a friend’s recommendation.

What does this mean for hospital marketers? Cultivating a strong foundation of brand ambassadors, or women who are loyal to and willing to speak out positively about your brand, will strengthen your hospital’s brand and make it attractive to new customers. Here’s how.

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Beyond Medicine: Marketing Hospital Amenities to Women

Set your hospital apart by marketing more than just your medical services.

For most people, visiting a hospital is not a regular occurrence, so the process can be daunting. But hospitals can help. From explaining exactly where to go to setting up easy payment options post-treatment, hospitals can use many tactics to show patients and caregivers that they are approachable, knowledgeable and ready to relieve the stressful burden of the unknown.

Now more than ever before, hospitals must market well to set themselves apart from their competitors. Simply claiming to have the best doctors or technology will not be enough when women expect all hospitals to strive to only provide the best. There are many ways beyond medicine that hospitals can market their amenities to drive preference.

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