The healthcare industry is very competitive. With so many public and private hospitals, clinics, and practitioners everywhere nowadays, you have to make sure that your hospital stands out from the competition. And that is achievable with the help of successful marketing. With the right marketing strategy, you will attract, reach, and retain more consumers and patients.
Hospital marketing builds a positive reputation for your hospital, and it is a great way to enhance patient-practitioner relationships. But to successfully market your hospital, you must use the latest marketing tools and tactics. Marketing these days is not only limited to print media. Now, you have to focus on digital marketing as well. Digital marketing done right can help you reach your marketing goals fairly quickly.
This article will serve as a complete guide to marketing your hospital successfully.
- Focus on Online Presence and Marketing:
We are living in the era of digitization. That is why focusing on your online presence and digital marketing campaigns should be your top priority. However, if you’re not sufficiently equipped to develop and execute a marketing strategy, there are several healthcare digital marketing agencies out there to help you out. These agencies hire experts in the healthcare field, offering every digital marketing service under the sun, from search engine optimization to digital advertisements and much more.
Focus on building a solid online presence and increasing web traffic. By incorporating the right local keywords, you can increase the right web traffic. The more people visit your website, the more they are likely to use your hospital’s services. Post engaging, informative, and educative content on your website to not only pique people’s interest but also to build their confidence in your hospital. For example, by uploading videos or blogs with information like preventive care provided by your hospital’s medical personnel, you can build a prospective patient’s trust.
When it comes to digital marketing, there are unlimited successful tools and strategies you can use to your advantage.
2. Make Your Website Patient-Centric:
Your website is the first introduction of your hospital to most of the consumers. So, the website must be optimized in such a way that it is attractive and easy to navigate. This means you don’t have to go over the board with website graphics and media. Instead, focus more on making its interface user-friendly. Make sure your hospital’s website loads quickly. The users can easily see contact information and the location of the hospital.
Most people use their mobile phones to access the internet, and more than 50% of website traffic comes from mobile devices. So, your website must be mobile-friendly. It should also be easy to navigate. This is especially necessary for a hospital’s website since there are chances that people are going through your website in case of a medical emergency, so they should be able to get in contact with the hospital in an instant.
Integrate self-service options like appointment schedulers. Healthcare chatbots are also an incredible way of connecting with users and setting appointments, etc.
3. Utilize All Social Media Platforms:
To increase your consumer base, you must appeal to a wider audience first. And that is possible by using social media platforms to build a positive and trustworthy reputation among the masses. All kinds of businesses utilize social media platforms to promote their products and services, and so should you. Make a business account on social media platforms like Meta, Instagram, YouTube, and X. By uploading informative and helpful healthcare content on these platforms in the form of posts, videos, reels, etc., you can easily reach thousands of people who use social media extensively.
You can post videos and infographics about the hospital’s medical tech, achievements, etc. It is also a great place to gain referrals when people leave positive comments under your posts. By posting organically, you can increase your reach and web traffic. Other than that, you can also run paid ads on these platforms.
Another way to use social media to your marketing advantage is by partnering with famous influencers. There are tons of famous health and fitness influencers that you can collaborate with. When these health influencers promote your hospital’s top-notch services and state-of-the-art medical equipment, it builds people’s trust in your hospital.
4. Increase Community Engagement:
When you engage with your local community, more people get to know about your hospital’s services. Different ways of engaging with the community include sponsoring events, organizing free wellness seminars, hosting or participating in health fairs, and arranging educational programs. You can also arrange healthcare awareness campaigns, drives, and fundraising events to build community trust and engagement.
Additionally, you can organize healthcare webinars where people get to interact with your hospital’s medical staff and ask them questions, gain knowledge about healthcare, get to know more about your hospital’s different departments and services, etc. You can also invite recurring patients and ask them to share their experiences with your hospital.
5. Build Strong Relationships with Patients and Employees:
While it’s important to build a solid external marketing strategy for potential patients, do not forget about the resources you already have that you can use to market your hospital. These include your current patients, recurring patients, and your hospital employees. According to a study, 92% of people trust recommendations by friends or family over ads.
So, it is important to leverage this internal channel for marketing. Stay in touch with your regular patients by sending them monthly newsletters and updating them on health-related events, news, and hospital activities. If a patient leaves a negative review on your social media, reach out to them politely instead of ignoring them. This makes them feel seen and heard, and with a positive attitude, you can ensure that they give you a second chance. Send holiday and birthday cards to your patients. All this will ensure that your recurring and current patients will recommend your hospital to their friends and family.
Similarly, when you treat your employees well, they will recommend your hospital to their inner circle. Even if half of your patients and employees promote your hospital to their circle of influence, your patient visits will drastically increase.
A hospital should focus on providing excellent care to its patients first. However, if there isn’t a high influx of patients, to begin with, there won’t be enough profits to maintain quality healthcare, tech equipment, staff, and facilities. Ultimately, the standard of patient care and overall patient experience will decline. That is why, along with providing excellent healthcare facilities to consumers, it is also necessary for hospitals to focus on marketing strategies that will result in increasing their consumer base. Follow the tips mentioned in this guide to ensure your hospital garners patients’ trust and favor.