Using Digital to Promote Your Hospital

Business objectives for the next year have been set.  Key service lines have been designated as profit centers.  Your hospital is positioned (yet again) to disrupt the market.  In fact, the marketing department has been singled out as the lynchpin in this effort.  Pressure is on.

Your department is being inundated with phone calls from physicians and service line administrators demanding their piece of the pie.  They demand something different, something significant, something breakthrough.  They provide a an unlimited supply of competitive advantages, but a shortage of big ideas.  And you, ultimately, need to provide what matters most – results.

To a hospital marketer, this situation is all too familiar.  How will you guide your organization outside the traditional marketing mold and reach your potential?  It’s an intimidating responsibility, but essential to your long-term success.

For service line marketing, where the line between unique and hyperbole tends to blur, your organization may need a fundamental shift in philosophy. The niche market landscape does not escape Darwinian Evolution. Your organization may need to look at new possibilities on how to connect with customers on a one-to-one level and be responsive to their ever-changing needs or run the risk of sinking into obscurity.

To avoid becoming insignificant, it may be time for a move from mass media to tailored personal media, a crucial step that will open a whole new range of interactions with your services.  Those interactions only exist in a space where access is limitless, experiences are richer, and deep relationships are anticipated.  It may be time to consider digital marketing.