Have you noticed? Healthcare Marketing has changed? You are probably saying, “yes” I know this so what’s the scoop? Depending on your hospital and how you are approaching marketing, plenty!
The difference in today’s marketing versus “yester year” is that brand management must be concerned about great digital content and this is largely missing in most healthcare facilities. Having a poorly managed facebook page is not a marketing strategy.
Brand integration via digital real estate with a consistent look, feel, cultural representation, etc. must be conducted on consistent basis through various social media outlets which may include facebook, twitter, pinterest, consumer facing blog posts via their website etc. Videos are now paramount to great search engine “likability” factors.
Digital marketing is now the most compelling currency a healthcare provider has in their portfolio. Sadly, more often than not, marketing is largely left up to individual employees who wear multiple hats and who are not schooled very well in conventional brand marketing venues and certainly not digital content creation and optimization via the various search engines.
If your marketing department is an “after thought” and has no overarching brand awareness, how would you expect to capture the confidence of the patient-consumer in today’s competitive marketplace?
Optimally, hospital executives will start to prioritize marketing and branding. As a consequence, they may choose to hire a very competent person with digital brand experience or outsource their marketing to experienced, creative individuals. Either way, these individuals should be able to weave their brand engagement together.
The outcome will be formulation of their “best” brand and optimal engagement with their brand by all relevant stakeholders including prospective patients, employees, community leaders, vendors, physicians and strategic partners.