Despite the controversy surrounding for-profit healthcare, the hospitals that claim for-profit status tend to fare better and benefit a broader demographic of patients than their non-profit counterparts. How so? For one, for-profit hospitals can funnel their additional funding into state-of-the-art technology and adequately staff their facilities, trimming down patient wait time while still offering them the best service the hospital can provide.
In light of the United States’ for-profit healthcare system, investing time and resources into a hospital’s healthcare marketing strategy is essential for a successful healthcare facility. Here are a few crucial components of healthcare marketing that promise to transform your facility into a well-oiled machine.
Importance of a healthcare marketing strategy
Unlike other industries, the healthcare sector must employ unique and individualized marketing techniques to keep their much-needed facilities up-and-running. Traditional marketing strategies rely on profit-generating social media presences and product placement, while healthcare marketing allots more time and attention to individual patients and their specific needs.
Because healthcare is a complicated, ever-evolving field, these marketing strategies must match the healthcare sector’s pace and depth. Successful medical marketing teams must implement strategies that focus on creating simplified, digestible campaigns that bridge gaps between patients and healthcare providers.
A visible digital presence
Move over, fashion bloggers. Healthcare media is coming through. Although routine trips to the doctor’s office and social media campaigns may seem unrelated, it is crucial to establish an online presence to inform and form a network of patients and healthcare providers.
Traditional marketing strategies utilize online branding to attract specific clientele, whereas healthcare marketing targets a broader audience. Because people of all ages, genders, and tax brackets require yearly physicals and vaccinations, it’s more challenging to consistently and effectively brand a healthcare facility that checks-off every patient’s wishlist.
A mobile-friendly site
People search for healthcare information in times of need, highlighting the importance of concise, informative site content. Building a user-friendly and mobile-friendly site, developing a responsive customer service team, and cultivating an engaging social media presence goes a long way when it comes to gaining and maintaining clientele.
A comprehensive, competitive approach
Having state-of-the-art equipment and procedures is attractive to patients, especially those in need of life-saving operations. Amidst the COVID-19 era, the healthcare sector is extremely competitive, meaning that your facility must be able to compete.
Not surprisingly, choosing a facility to entrust with their health and well-being poses a challenge for patients, especially those suffering from debilitating chronic conditions. Posting a comprehensive outline of the procedures and services available for clients as well as investing in competitive procedures will keep clients healthy, happy, and hopefully not coming back for more.
Patient reviews
Utilize client reviews and highlight the ways in which patients felt care. By showcasing satisfied patients, you can stand out from your competitors and nurture a lasting relationship with patients who encounter these positive reviews.
Remember, when people happen to trip their way into a medical facility, they’ll be more inclined to solicit services from healthcare practices in good standing with clients.
Final thoughts
Healthcare marketing pushes the boundaries of traditional marketing strategies by engaging with patients more directly in order to keep them healthy and happy. Healthcare marketing should offer patients comprehensible information— via easy-to-access mobile-friendly sites— and keep clients up-to-date on resources, practices, and any other public-health updates that could be useful to client health and safety.
Because healthcare procedures involve overwhelming costs and are high-risk in nature, it’s crucial to develop a marketing strategy that bridges the gap between clients, healthcare professionals, and healthcare facilities. With customer service at the forefront of healthcare providers’ focus, patients won’t feel alone in their physical or mental strife.
