Healthcare Marketing Matters
This is my favorite time of the entire year in hospital marketing. New budgets and campaigns in 2015, allowing hospital marketers to bring new messaging to market for physician referral, centers of excellence, awards, technology, and building starting promotions. All promoting something that the healthcare consumers for no other reason apart from “believe us” messaging, should call the quantity or go to a web site.
The question posed by the hospital is most likely being solved by the healthcare consumer with the question, why should I trust my brain for you “So? Which goes along with the “we’ve everything from world-class physicians to the all the various tools to take care of cancer”. I guess it matters not that the competitor down a proton is had by the road-therapy center for cancer treatment, and the advertising medical center doesn’t.
And this is the core of the task. The health care consumer is looking for information on the health or medical center system which includes brand reputation, outcomes, and price data, and patient recommendations to make a healthcare purchase decision. They somewhere else have found the information. What they are finding doesn’t match with the message.
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- Proven ability to provide a higher level of customer service
- Patent right and trademarks; right to something or a skill or device of creation
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- Send a greetings email to the new clients (with double opt-in)
And that doesn’t foster or create trust. It’s a new business model for hospital and health system functions and marketing. Health care is evolving into a retail driven, consumer focused medical market and that means new approaches. A new transparency based on price, final results, and the worthiness that the healthcare consumer receives. It’s not about logos, awards, vague statements, or misleading advertisements.
It is approximately being healthcare consumer concentrated and achieving their needs with useful, transparent, actionable information, not hospital-centric messaging which makes the Board, physicians, and older management feel good about them. What should be communicated? By the placing of framework around the content of how that awards make the hospital a quality supplier of care in that category of care, not all categories. The marketing and messaging must support the brand and brand message as well differentiating a healthcare facility from competition. For the new market environment and healthcare business model, price, quality data, ease of access, recommendations, and convenience for the health care consumer, is the new marketing currency. The healthcare consumer wants to have the ability to trust the hospital.
The health care consumer wants to produce a good decision. Pay attention to the actual healthcare consumer is requesting in the true way of information from the hospital. Give information and solutions, not “trust me” promises and all encompassing claims. No one believes it anymore. Maybe the hospital listening? In most cases healthcare advertisements and other route communications are the primary contact a consumer has that begins the knowledge process. Talk to the audience in meaningful ways. Educate. Teach. Inform. Change opinion.
