Engaging a hospital's audience in the age of technology

New technology is making marketing simultaneously easier and harder than ever. Targeting specific audiences and analyzing the return on marketing spend is now part of just about every marketing strategy. The advertising tools at our disposal make it effortless.

For example, geofencing allows hospitals to target ads and promote social media posts to people in their service area. They can even target a specific audience, such as people in the area who may benefit from a particular service line. Social platforms provide built-in tools to measure engagement, views, and other metrics.

Hospitals must rethink how they reach their audience. New media forms are taking over, causing businesses to turn away from outbound marketing and toward inbound marketing.

Businesses used to initiate the conversation

Outbound marketing is the promotion of a product or service through traditional methods designed to reach a broad audience: television ads, sales calls, public relations, promotions, etc. The business reaches out and promotes its brand without prompting. These methods tend to cost more and have a lower return-on-investment (ROI), but until recently, they were the only option.

Today, customers ask for what they want

Inbound marketing is the wave of the future. These methods are focused on drawing consumers in and creating a branded experience for visitors. Inbound marketing relies on consumers seeking out the service or product they want. In this Internet-driven era, this is how most people locate the goods and services they need. Businesses focus on making it clear they can fulfill the need. These techniques mainly focus on search engine optimization (SEO), content marketing, and social media.

In 2019, hospital marketing should focus on particular techniques within the realm of inbound marketing that saw high engagement last year and are continuing to grow.

Live video provides an opportunity for more engaging health-related content

Video marketing has been growing in viewership and engagement for the past few years, but we now see a drive toward live video. Social media capabilities allow users and brands to stream video in real-time, which creates opportunities for health-related video marketing. Hospitals can live-stream service content, physician interviews, and presentations to social followers and website visitors.

Easy-to-use patient portals can improve the hospital experience

Many hospitals are now experimenting with online patient portals to create an easier and streamlined experience for patients. The healthcare system can be complex and confusing; hospitals with patient portals that are user-friendly have a leg up on the competition. Patients are less likely to patronize a hospital with a complicated billing and records system because of the portal. The language should be easy to understand, and the design should be uncluttered and visually pleasing.

There’s an app for everything

Some larger health systems are also beginning the foray into the world of apps. More and more consumers are now interacting with businesses purely on their mobile devices. Making sure websites are optimized for mobile is important, but apps can provide another route for patients to interact with their hospitals. Apps may appeal to an increasingly tech-savvy population.

We stay informed on every advance in marketing technology

Copy & Art can help hospitals and other healthcare-related businesses to stay up-to-date on the most engaging and current forms of marketing. Contact us to learn more about our expertise in the healthcare marketing space. Email hello@copyandartny.com or call (914) 607-7888.

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