The All Too Often Forgotten Marketing Rule

The All Too Often Forgotten Marketing Rule: Don’t Forget What Makes Your Hospital Different

Here on The Side Note Blog we write a lot about how and why to implement certain aspects of marketing, advertising and public relations campaigns. We have covered SEO, mobile marketing, social media, outdoor advertising, TV advertising, branding, crisis communication and so on. It should not be forgotten however, that all of your marketing and advertising should never lose focus on what makes your hospital unique. What is the one thing that your hospital can hang its hat on? Is it quality product, service, price, convenience, atmosphere or location? Never lose focus on the one thing that makes your hospital – the reason patients will change doctors to have treatment at your facility. This reason needs to remain a fundamental part of your marketing message.

Take for example a full-service hospital known and recognized by the community for its excellent oncology services that is focused on growing the orthopedic service line. This hospital should write messaging targeted at getting people to remember that a hospital with great oncology services most likely has other world-class services as well – in this case orthopedics. Anchor yourself to your key differentiator whenever possible.

Maybe the thing that you can ride on is your location. Consider a fundamental focus on outdoor and radio advertising and put directional information on every billboard and in every radio ad. Regardless of what the overall message is, never run an ad without information on where the hospital is located.

Maybe the very best thing that your hospital offers is the quality of nursing care. Focus on this. Nurses spend more time with patients that physicians do, so talk about the care of nursing in all areas of your hospital. Use your nurses in your campaigns. Talk about the difference they make every day.

Regardless of the goals of individual campaigns, try to include your distinguishing component. Don’t ever let your audience forget what makes your hospital different from your competitors.

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