RV-Strategies

Hospital Marketing Strategy

How to Create Successful Hospital Marketing Strategy

Hospitals are often seen as centers of healing, but they can also be successful, thriving businesses. To ensure success in this highly competitive market, it is essential to have a well-defined hospital marketing strategy.

No two hospitals are alike, so they must customize their approaches to capture the right target audience. But how do hospital administrators know if their marketing efforts are successful?

As healthcare marketers, it is essential to understand the ever-changing industry environment and stay up to date with the latest trends.

The global healthcare marketing industry is showing significant growth, with a projected 3.6% increase in total spending reaching $36 billion in 2020. This is because of positive trends in the U.S. market, where advertising spending increased by 11.5% in 2022 and digital ad spend is expected to grow by 10% in 2023.

India is expecting to be a key growth driver, with the healthcare market projected to increase by 15% and marketing spend expected to grow from 0.5% to 7-8% of total revenues.

Technology has also enabled rapid innovation in medical marketing, which has led to increased competition and created new opportunities to reach a broader audience.

Marketing a Hospital can be a very challenging task, our prior experience in this industry have made us figured out the path to success. Let us help you design a well-planned hospital marketing strategy.

Planning your Hospital marketing Strategy

Build a strong online presence

It is important to keep your brand at the forefront of people’s minds. Represent your brand on the web keeping your business objectives in mind. Figure out what works best for your brand and then leverage various Digital Marketing channels to up your brand game.

Many hospitals nowadays use Social Media Marketing to make their customers aware about any new updates or plans. But Paid social media works best to create awareness about your brand online as it is available with precise targeting options.

Ask for Reviews

Positive reviews matters a lot for a Hospital. Nowadays most of users read reviews of hospitals on various sites to get a profound understanding of your service. What you can do is, motivate your customers to leave a review anywhere online.

A better way to generate more reviews is to use an automated review system. Where your patient receive a mail or message to rate your scale of service from 1-10. If you receive high rating then you can also send a follow-up mail asking them to leave a positive feedback.

Build Referrals

For bringing in new patients, doctors reference is the best organic strategy. Most people trust the frontdesk to reach out to doctors, but the frontdesk doesn’t have the sufficient amount of time. General purpose of Physician liaison is to maintain relations with the hospitals and doctors in the community. It is important to be in touch with the potential sources.

Creating an efficient hospital marketing strategy is more of a collaborative effort between the hospital and external professional guidance which we do provide. Ultimately the success of hospital marketing strategy is measured by number of goals attained and Return Of Investment (ROI).

How to create a Hospital marketing Strategy Plan

Business Objective

Target Audience

Competitive Research

Tracking and Monitoring

Business Objective

The first step of every marketing plan is to have a clearly defined business objective. Identity of the company matters the most.
Target Audience

Identification and segmentation of your target audience. Segmentation can be done based on demographics, geography, psychographics and behavior.
Competitive Research

Healthcare Industry has a very volatile landscape. Detailed competitive research will help you to understand in which part of business you lack behind. In addition to hospitals, pharmacy chains and independent medical clinics are likely to be on your list.
Tracking and Monitoring

You should continuously track and monitor your marketing tactics. Your hospital marketing plan should pay off in terms of ROI.

Facts about on-line search regarding health resources:

More than 80 million adults use social media as health resource
61% of adults search for health info online
86% search for health-related info
71% start patient research on search engines
78% use online mediums for CME courses
69% of tech buyers use social media, and it influences their buying decisions

This people are named as “Caregivers”. More of us are caring for a loved one with a serious health issue. Little Research recently reported that almost 40% of Americans are acting as caregivers, up from 30% in 2010.

Let’s discuss about Digital platforms which help caregivers take care of loved ones and themselves. Interestingly, almost all those searches – 79% – started at a search engine (Google, Bing, or Yahoo). Also Hospitals have gone social to reach potential local people and also to share and care about current medical emergencies. Due to Social media Adoption people are getting familiar to hospitals, they review, share, comment about services served in hospitals.

Healthcare and Hospital Marketing: Customer Life - Cycle

It is your responsibility to feed your audience with relevant data on social media. When Hospitals and Healthcare related pages share any informative but intriguing content related to any diseases or symptoms, it gets noticed by followers and then they start following to that content regularly. Let’s start discussing about activities that you can post on social media.

How to measure the success of a hospital marketing campaign

Measuring the success of a hospital marketing campaign is an essential component of any hospital marketing strategy. In order to create successful campaigns, it is important to understand how to set goals, develop a plan, and track progress during the campaign.

At a high-level, the success of a hospital marketing campaign can be measured by the following criteria:

Reach: How many prospects were reached by the campaign?

Engagement: How many prospects engaged with the campaign message?

Conversion: How many prospects converted to customers or supporters?

ROI: What was the ROI for the campaign?