With all the things that hospital leadership have on their plates and keeping them up at night, there is one area that could improve their marketing. That is making the hospital marketing stickier by being more creative.
|Image by ptra from Pixabay|
Creativity in hospital marketing is not a sin.
Now that being said, the creative and production values of cable and broadcast television advertisements are particularly good and of excellent quality for the most part. Where the hospital marketing fails is on the creative side is with email, digital, paid social, print advertisements, and direct mail.
Nobody remembers the advertisements. But the healthcare and patient remembers what they saw on social media or the Internet. The healthcare consumer is talking and searching for healthcare information to learn and make choices. But is the hospital or health system listening?
Welcome to the experience economy, where the experience of care trumps the products and services of care.
“In an experience economy, it’s not about what you do, but more about how you do it.”, Grant Leboff, Sticker Marketing- How To Win Customers In A Digital Age.
Time for a change.
To grow and thrive in the experience economy, it means moving from traditional marketing to experiential marketing that addresses the needs of and meets the experience expectations of the patient. Stickier marketing is even more important during a pandemic when trust is low, and people are not returning to healthcare providers. The hospital experience has changed, and hospitals need to be creative on how to address and communicate that change.
|Image by Gerd Atlmann from Pixabay|
Making provider marketing sticky is all about communicating care experience and engagement on a personal level. And given the multitude of ways, one of the most effective will be social media.
Social media is about amplification and your ability to amplify the experience and brand messaging.
Here are ten new marketing rules in an experience economy for making provider marketing stickier:
1. Understand fully and completely, the healthcare consumer and person experience. There are over 147 touchpoints for patient experience within a hospital. It’s vital in the experience economy that marketing understands what information they are seeking and deliver it to them at the right occasion touchpoint with the right call-to-action.
2. Content is king. Make it memorable. It’s how you drive engagement through effective and compelling storytelling around the experience of care, not the how of the care, from the web site to Facebook, Instagram, Pinterest, TikTok, YouTube, Twitter, etc., by focusing on the experience, not features, and benefits. Be visual. Be compelling.
3. Identify and work with key influencers. Local influencers can provide amplification of your message through social media. Encourage user-generated content.
4. Testimonials about the experience of care and engagement from patients and families are needed for the digital stories as proof points.
5. Integrate and communicate the value of the brand, key brand messages, and brand promise across all channels.
6. Use social media and SEO to amplify your message. Influencer’s and patient’s providing testimonials need to complete online reviews to raise your placement in Google and other search engine results.
7. Integrate the information and experience across all channels and platforms the connected patient uses- desktop, smartphone, tablet, etc. for a seamless experience. No disconnects. The patient moves freely between all devices, now expecting the same experience on all of them.
8. Traditional marketing now needs to focus more on price, outcomes, experience, and engagement. No more pretty building, smiling doctors, shiny new equipment.
9. Teach employees how to use their social media channels to amplify the provider.
10. Teach the healthcare organization that marketing today is no longer about transactions but value. Transactions will come after the value is understood.
Some will say that marketing has no place in the experience or engagement management process. When you look at that advice, what success have you had in managing the experience and engaging the patient on their terms, not the hospitals? Or, are you just treading water until the next healthcare market catches you unawares.
There is no escaping or slowing down the experience economy as it overtakes providers—time to make the hospital marketing stickier.