When your goals involve patient engagement and acquisition, it takes three to make a thing go right. Make sure you’re considering these media categories when planning your marketing strategy and budget.
Formerly known as: Advertising
What it is: Buying space/time on traditional and online channels
Why you need it: To promote your owned media and generate demand for specific services
Search engine advertising
Social media advertising
Traditional advertising (TV/radio/print)
Here's a hospital doing it right: Barton Health incorporates paid social and search advertising in a series of service line growth strategies (examples below). These campaigns target commercially insured patients who are ideal candidates for elective, high-revenue procedures.
Formerly known as: Public/Media Relations
What it is: Recognition for expertise and thought leadership through unpaid placements
Why you need it: To increase awareness/preference and influence perception for your brand to generate new leads
- Editorial placement in national publications and trade journals
- Physician interviews on TV/radio
- Positive consumer/patient reviews
- "Ask the Doc" column in the local newspaper
Here's a hospital doing it right: Children’s Mercy Health in Kansas City is frequently featured in national and local media, including this article on a Kansas toddler who received three heart surgeries before his third birthday.
Formerly known as: Branded Content
What it is: Content that your organization controls.
Why you need it: To differentiate your brand from the competition as buyers move through the decision cycle
- Social media accounts
- Email newsletter
- Print publication
- Mobile application
- Direct mail
- Community events
Here's a hospital doing it right: Phoenix (AZ) Children’s Hospital “Here to Change the World” 2016 Vision Report
Find out how a content strategy that leverages paid, earned, and owned media can drive growth for your key service lines.