The Digitalis Blog: Cutting Edge Healthcare Marketing

6 Ideas for an Impactful Hospital Marketing Strategy

hospital marketing strategy

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Healthcare marketing has undergone a profound transformation over the past several years due to the widespread adoption of mobile phones and internet access. To effectively reach and engage patients in today’s digital environment, providers need to implement an innovative hospital marketing strategy that sets them apart from competitors.

In this blog post, we will demonstrate the significance of creating engaging campaigns in healthcare marketing by providing examples from successful campaigns executed by various brands.

The 5 Ps of Hospital Marketing Strategy

It’s always important to know the basics of creating an impactful healthcare marketing strategy.

The 5 Ps of healthcare marketing are essential for building a loyal patient base. Let’s break them down:

  • Product: This refers to the healthcare services or treatments offered. It’s crucial to provide high-quality services that meet the needs of your target audience.
  • Price: Patients consider the cost of healthcare services. Set competitive and transparent pricing to build trust and attract new patients.
  • Place: Choose the right location for your facility. It affects patient visibility, accessibility, operating costs, staffing options, and compliance with regulations.
  • Promotion: Tailor your promotional strategies to your target audience and goals. Use advertising, public relations, social media, and content marketing to raise awareness and attract patients.
  • People: Hire licensed, experienced, and reliable healthcare providers and staff. Their skills and compassion contribute to patient satisfaction and trust.

Considering these 5 Ps will help you create a solid foundation for your medical practice, attract patients, and ensure long-term success.

Why Build Unique and Inspiring Healthcare Marketing Campaigns?

Building unique healthcare marketing strategies is essential to standing out in an increasingly crowded marketplace.

These campaigns make a lasting impression on prospective patients, cementing your brand into their minds while helping you reach your marketing goals more easily.

Let’s explore six creative healthcare marketing strategies and learn from successful examples:

1. Community Activation

Community involvement has always been an effective healthcare marketing strategy. Through hosting events like wellness fairs or block parties, your healthcare organization can engage with the local community while simultaneously building trust between yourself and its members. 

Furthermore, these events present an excellent opportunity to showcase services, provide health education courses and create relationships with prospective healthcare consumers.

One impressive example of community activation can be seen through St. Jude Children’s Research Hospital’s “St. Jude Walk/Run” campaign, which organized walks and runs in communities nationwide to raise funds and awareness for pediatric cancer research.

 St Jude’s Walk/Run campaign as community activation

Source: St. Jude Children’s Research Hospital

St. Jude’s Walk/Run campaign fostered a sense of unity and solidarity between their healthcare providers and the local communities they served. 

Remember, your commitment to community wellness can be more effective in creating brand recognition than any perfectly-crafted online ad or social media post could ever do.

2. Helpful, Trusted, Doctor-Vetted Educational Content

Healthcare consumers and prospective patients trust educational content that is delivered directly by medical professionals. So, it is recommended to utilize the expertise of your doctors, nurses, and administrative staff to produce them.

Create and share educational and engaging content through website blogs, videos, and social media posts that address common health concerns. You can also provide tips for preventive care and guidance on managing specific conditions. 

Your staff members can serve as brand ambassadors promoting the organization while building its credibility and expertise.

Mayo Clinic’s YouTube channel serves as a testament to an impactful medical information delivery service, covering topics such as disease management, healthy living, and patient stories.

Source: Mayo Clinic Minute: Tips to best remove ticks (an example of doctor-vetted educational content which garnered over 8 million views on Youtube)

By leveraging the expertise of their healthcare professionals, Mayo Clinic has become a trusted resource of information within the industry. They have thousands of subscribers as well as millions of views.

[Related: 6 Powerful Medical Video Marketing Ideas]

3. Influencer Marketing Strategy

Celebrities and influencers with vast and engaging social media followings can be invaluable partners in expanding your reach and increasing brand visibility in the healthcare industry. 

They can use their unique voices and personal experiences to produce engaging content that appeals to their followers. Leveraging their trusted relationships allows you to gain access to wider audiences while building interest in the healthcare services offered. 

Take the example of the Pink Ribbon Project by Acıbadem Senology Institute. The project involved partnering with seven influencers from different countries. When the pink ribbon arrives in a country, the influencer performs a breast self-exam and shares her experience with their followers. 

Source: The Pink Ribbon Project by Acıbadem Senology Institute

This campaign successfully raised breast cancer awareness and reached millions of women worldwide. It’s a creative strategy that can make a lasting impact on awareness and education in healthcare.

Positive engagements gained from these successful healthcare marketing strategies can lead to increased patient referrals from individuals who appreciate the organization’s involvement in community health.

4. Use Gamification

Gamification is an innovative marketing strategy that applies game elements in non-gaming environments. It encourages patients to become actively engaged with their healthcare journey while creating positive associations between themselves and your brand.

As an example, you could create a mobile app to encourage patients to track their wellness goals, earn points, and compete against friends or other users of the app. 

Johnson & Johnson created an interactive fitness app called “7-Minute Workout.” This gamified workout experience by including features such as progress tracking, achievements, and challenges that allowed users to personalize their workout plans and earn rewards upon completing them. 

It proved very popular, drawing in many users while simultaneously raising J&J’s commitment to health and wellness.

J&J’s 7 Minute Workout app - hospital marketing gamification

Source: J&J’s 7 Minute Workout app

5. Waiting Room Experience

Hospital Waiting Room

For most health systems, waiting room amenities offer a powerful platform for engaging patients with your brand and messaging. These include televisions, bulletin boards, free wifi connectivity, and signage to provide informative content, promote services and showcase the expertise of healthcare professionals.

Healthcare marketers can provide educational videos, success stories, and patient testimonials as ways to keep patients entertained during their wait. 

Having refreshments available in the area is a good idea too so people wouldn’t have to leave the hospital to find food and beverages — enhancing both patient experience and your organization’s credibility and commitment to patient care.

6. New Patient Forms

New patient form

Every time someone visits your business, they fill out new patient forms — this initial encounter offers you the perfect chance to create a lasting impression! 

Include promotional materials or inserts within the packet of new patient forms so people are aware of major services, upcoming events, or programs offered by your organization right from the start. 

Key Actions for Successful Implementation of Powerful Healthcare Marketing Strategies

To effectively implement impactful healthcare marketing strategies, consider the following actions:

  • Data-Driven Approach: Utilize analytics to understand your audience and create personalized campaigns.
  • Consistent Branding: Maintain a strong and unified brand identity across all channels.
  • Cultivate a Strong Digital Presence: Engage with your audience through social media and search engine advertising.
  • Targeted Advertising: Place contextually relevant ads to reach the right audience at the right time.
  • Search Engine Optimization (SEO): Improve your website’s visibility and organic traffic through proven healthcare SEO techniques.
  • Video Marketing: Create captivating healthcare videos to showcase services, testimonials, and educational content.
  • Plan Events Accordingly: Organize events that align with your goals and engage the community.
  • Create a Strategic Content Calendar: Plan and schedule content to establish expertise and keep your audience engaged.
  • Utilize Email Marketing: Nurture patient relationships and reach potential patients through personalized emails.
  • Collaborate with Healthcare Influencers: Partner with influential figures to expand your reach and credibility.
  • Leverage Patient Testimonials: Request and feature patient testimonials on your website, social media platforms, and marketing materials. Positive online reviews shared by satisfied patients can significantly influence potential patients’ decision-making process.
  • Monitor and Analyze Performance: Track metrics to optimize your strategies and make data-driven decisions.
  • Stay Updated with Healthcare Trends: Stay informed about industry advancements and adapt to changing needs.

[Related: Top 5 Marketing Strategies for Healthcare That You Need To Implement ASAP]

Redefine Your Healthcare Marketing Now

Healthcare marketing in the digital era has changed significantly, necessitating providers to employ creative and cutting-edge strategies to effectively reach and engage with more patients. By implementing unique campaigns and approaches, you can differentiate your brand and create lasting impressions.

Keep up-to-date with industry trends, evaluate performance metrics, and make data-driven decisions to enhance your marketing strategies. Consulting a dedicated healthcare marketing team is recommended too if you need more expert help in boosting your brand.

We’d like to know your stories! What is your most successful healthcare marketing campaign so far? Share your experience in the comments below!

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Dr. Melissa Austin, MD - Founder, North Valley Women's Care
Dr. Melissa Austin, MD
Founder, North Valley Women's Care

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