Today, more than ever, hospital marketers are faced with tremendous opportunities and challenges. Communicating the benefits of a treatment or procedure can take on a life of its own. With the explosive growth of the internet and social media come a whole new set of options. There are certainly many more ways to communicate than ever before, but these new options require resources that are not always readily available in today’s challenging economic times, and one cannot turn a blind eye to those who are not as connected but represent a vital part of the target audience. All in all, our new media-rich world requires unprecedented creativity, repurposing and focus from those who are tasked with “getting the word out.”

Print, outdoor, direct mail, pay-per-click, Facebook ads, or a YouTube video? These are just some of the many options today’s hospital marketers must consider when deciding the best way to reach their target audience – all while balancing the internal needs of the key stakeholders who may, and often do, have their own preferences. It’s not uncommon for those who market medical services to feel pulled in various directions by competing interests, making it all the more important to know your market inside and out and identify the best way to speak to the people you are trying to reach. Surveys of hospital marketers have suggested that as early as next year, digital marketing channels and traditional media will flip-flop in terms of importance as hospitals continue to get “social” and target patients online.

 

New media, such as Facebook and Twitter, allow today’s marketers to maintain ongoing conversations with the community. Such connections are growing at record pace, but their value is not always easily quantifiable. However, not having a presence is not an option anymore, and jumping in requires ongoing nurturing. Launching an institutional page is simply not sufficient – friends and followers won’t stick around if you don’t provide salient content. These sites also require vigilance. A recent article in The New York Times outlined how a North Carolina hospital had to push to get Facebook to takedown an imposter page that was gaining friends, using the hospital’s branding all while criticizing the President’s healthcare law in the heat of the presidential election. The hospital eventually prevailed, but not before the mishap made the local paper.

One of the benefits of the many channels available today is the opportunity to repurpose content in various forms to different audiences. The testimonials featured in annual reports, for example, can now be repurposed and used to lure Facebook friends to your page or add content to a hospital blog. Television commercials can be shared via YouTube and Facebook and, of course, be posted on your institution’s website. These “added value” efforts don’t require a lot of resources and can help stretch the initial investment by helping you reach more people.

One should never underestimate the power of outreach, particularly to community physicians who help shape patient choice. It’s vital to keep doctors aware of new services and specialists available at your facility. Advertising is powerful, but it pales in comparison to a glowing recommendation from the person the patient already trusts. Good working relationships require lots of nurturing, and give and take, but they are well worth the investment.

 

There’s a lot of change and uncertainty in healthcare these days. Reform is still taking shape – it’s implication on the future of healthcare marketing remains to be seen. The quick proliferation of digital media is changing the way we communicate and connect with one another and our communities. These changes can seem overwhelming at times, however, fundamental marketing principles remain true and relevant today – effective marketing still requires strategy, planning, focus, long term commitment and balance.