In today’s competitive healthcare industry, hospitals and healthcare providers must have robust hospital marketing solutions to attract more patients and grow their businesses.
As per the latest research by Pew Research Center, “36% of internet users conduct searches online specifically for hospitals or other medical facilities.”
With the rise of innovative technologies and changing patient behaviors, traditional marketing methods are no longer as effective as they used to be. To succeed in today’s marketplace, hospitals must embrace new-age marketing solutions to help them stand out from the competition and reach more patients.
This blog will explore 15 modern hospital marketing strategies to attract and retain more patients in your hospital.
What is Hospital Marketing?
Hospital marketing strategy involves a set of techniques used by healthcare organizations to promote their services, attract new patients, and build relationships with existing ones. It can include a variety of tactics, such as advertising, social media marketing, content marketing, public relations, and community outreach programs.
Digital marketing for hospitals aims to increase awareness through effective hospital branding services, marketing expertise, establishing trust with patients and their families and improving patient experience.
Hospital marketing can also help healthcare organizations stay competitive in a crowded marketplace, build patient loyalty, and improve patient satisfaction. Effective hospital marketing requires a deep understanding of the needs and preferences of patients, as well as the ability to communicate effectively with them through various channels.
15 Effective Marketing Strategies for Hospitals in 2023
1. Website Optimization
A website is the foundation of a clinic’s online presence in the digital world. Medical professionals must invest in website optimization to generate leads and improve conversion rates.
Hospital Marketing strategies like mobile optimization, user-friendly design, SEO optimization, online scheduling, and patient portal integration can improve a hospital’s online presence.
Healthcare providers can improve the engagement and satisfaction of patients, build trust, and grow their business by having a website that is easy to navigate, displays correctly on different devices, and provides relevant and high-quality content.
2. SEO (Search Engine Optimization)
SEO is a digital marketing solution to improve the visibility of websites on search engine results pages (SERPs). It involves techniques such as keyword research, content creation, link building, and website structure optimization to improve a website’s search engine rankings.
The Telegraph’s report reveals that “there are around 70,000 health-related searches conducted every minute daily.” This hospital marketing strategy allows hospitals to improve their online visibility, attract patients, and grow their businesses.
3. Social Media Marketing
Social media marketing is a powerful solution for hospital marketing as it enables healthcare providers to connect with their target audience, engage with patients, and build trust and brand awareness.
As per a report by Search Engine Watch,
“33% of consumers rely on social media for gathering healthcare-related information.”
Healthcare providers can leverage social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to reach a broader audience and increase their online visibility.
One of the primary benefits of social media marketing is its ability to promote patient engagement. Healthcare providers can use social media platforms to share information about their services, medical advice, and healthcare-related news, as well as interact with patients and answer their questions.
Social media marketing can also help healthcare providers to build trust and brand awareness. By creating high-quality content, sharing patient testimonials, and showcasing the expertise of their medical professionals, healthcare providers can position themselves as trusted authorities in their field, which can help to attract new patients and retain existing ones.
4. Online scheduling
Online appointment scheduling is a convenient feature that hospitals can offer on their websites for patients to book appointments easily with doctors and medical professionals. A report by Accenture states that online appointments account for 2.4% of healthcare appointments.
This feature allows patients to schedule appointments conveniently without waiting on hold or navigating complex phone menus. This can improve the patient experience and increase their satisfaction with the hospital.
Moreover, online appointment scheduling can also streamline the appointment booking process for hospital staff. By automating appointment scheduling, hospital staff can save time and focus on other important tasks such as patient care.
5. Patient Portal Integration
Integrating a patient portal into a hospital’s website is crucial to patient-centered care. This portal enables patients to access their medical records, test results, and other healthcare information online. Hospitals can increase patient engagement and satisfaction by providing patients with secure access to their health information.
One of the primary benefits of a patient portal is its convenience. Patients can access their healthcare information from their computer or mobile device at any time, from anywhere. This feature eliminates the need for patients to visit the hospital or wait on hold for long periods to obtain their health information.
Also, a patient portal can improve patient engagement by allowing patients to participate actively in their healthcare. Patients can review their medical history, track their progress, and securely communicate with their healthcare provider through the portal. This feature fosters a sense of trust and transparency between patients and healthcare providers, which can lead to improved patient outcomes.
6. PPC (Pay-Per-Click) Advertising
PPC advertising involves advertisers paying a fee whenever someone clicks on one of their online ads. Hospitals can use PPC advertising to place ads on search engines like Google and social media platforms like Facebook, Instagram, and Youtube. By targeting specific keywords and demographics, hospitals can ensure that their ads are shown to the right audience, increasing the likelihood of attracting more patients.
The primary benefit of PPC advertising is its ability to provide measurable results. Hospitals can track the performance of their ads and adjust their campaigns to optimize their results accordingly. Also, PPC advertising can be a cost-effective hospital marketing strategy to attract new patients. Hospitals only pay when someone clicks on their ad rather than paying a full fee for ad placement.
7. Mobile Apps
Mobile apps have revolutionized the healthcare industry by providing a convenient way for patients to manage their healthcare needs. Hospitals can build their own mobile app to provide patients access to their medical records, prescription refills, appointment scheduling, and other hospital services. Patients can use mobile apps to view their test results, communicate with their healthcare providers, and receive reminders for upcoming appointments.
Also, hospitals can use mobile apps to collect valuable patient data, such as patient preferences and behavior, which can be used to improve patient care and tailor marketing efforts. Hospitals can stay ahead of the curve by creating a mobile app and providing patients with the latest technology for managing their healthcare needs.
8. Telemedicine
Telemedicine is a remote healthcare service that leverages telecommunication technology, including video conferencing, to offer medical assistance to patients from a distance. This technology allows healthcare providers to communicate with patients in real-time without requiring them to be physically present in the hospital or clinic. Telemedicine can be used for consultations, follow-up appointments, and even certain medical procedures.
Telemedicine has become significantly popular in recent years due to its convenience and cost-effectiveness. It allows patients to receive medical care from the comfort of their homes without visiting the hospital or clinic. Also, telemedicine can be used to provide healthcare services to patients who live in remote or underserved areas where access to medical care may be limited.
9. Blogging
Blogging is an effective hospital marketing solution that can attract patients by providing relevant and informative content related to healthcare services.
By publishing high-quality blog posts regularly, hospitals can establish themselves as a reliable source of healthcare information and establish their authority in the industry. This, in turn, can build trust with potential patients and increase their likelihood of choosing the hospital for their healthcare needs.
The most significant benefit of blogging is improving a hospital’s search engine rankings. When a hospital creates blog posts with keywords related to its services and locations, search engines can recognize the website as a relevant source of information and rank it higher in search results. This makes it easier for potential patients to find the hospital when searching for healthcare services online.
10. Video Marketing
The popularity of videos as a medium for consuming content is rising. People are gravitating towards various videos, ranging from short 15-second videos on Instagram Reels to longer tutorial videos on YouTube. This trend is reshaping the way content is consumed, as videos are becoming the preferred mode of communication for the masses.
Hospitals can provide educational content on common health concerns, establish themselves as reliable source of healthcare information, and build trust with patients.
As a medical practitioner, you can create videos on topics like:
- How-to videos
- Infotainment videos
- Educational videos
11. Infographics
Infographics are a powerful hospital marketing strategy for hospitals to visually communicate information and data to their target audience. Instead of presenting information in lengthy paragraphs or tables, hospitals can use infographics to convey information in a visually appealing manner that is easy to understand.
This can help hospitals attract and retain patients looking for information on healthcare services in a more engaging way. Infographics can cover various healthcare topics, from common medical conditions to healthcare trends and statistics. By creating high-quality and informative infographics, hospitals can position themselves as experts in their field and build trust with patients.
12. Case Studies
Case studies are detailed reports that describe the diagnosis, treatment, and outcomes of a specific patient or group of patients. Hospitals can use case studies to showcase their expertise and success stories in treating various medical conditions. By sharing real-life patient success stories, hospitals can demonstrate their ability to provide high-quality care and build trust with potential patients.
Case studies can be shared on the hospital’s website, social media platforms, and through email marketing campaigns. They can also be used in educational materials for medical professionals and healthcare students. Hospitals can improve their brand image by creating compelling case studies and attracting new patients searching for effective treatment options. Additionally, case studies can provide valuable insights into the effectiveness of specific treatments or procedures, which can improve patient outcomes and the overall quality of care.
13. Whitepapers
Whitepapers are in-depth reports that comprehensively analyze a specific topic or issue. Hospitals can use whitepapers to provide valuable information on healthcare trends, new treatments, and medical research, which can attract patients who are looking for more detailed information on these topics.
Whitepapers can also showcase the expertise of the hospital’s medical professionals and position the hospital as a thought leader in the healthcare industry.
Hospitals can generate leads and build their email marketing lists by requiring users to provide their contact information in exchange for the whitepaper.
14. Patient Referrals
Patient referrals are a word-of-mouth marketing strategy that can be highly effective for hospitals. Patients with a positive experience with a hospital are more likely to recommend it to their friends and family who need healthcare services.
Referrals can help hospitals to build a loyal patient base, increase patient satisfaction, and improve their reputation within the community.
Hospitals can encourage patient referrals by implementing referral programs or simply asking satisfied patients to spread the word about their services. By providing high-quality care and excellent customer service, hospitals can turn their patients into brand ambassadors who can help to attract more patients to their services.
15. Events and Seminar
Hosting events or seminars can be a great way to attract new patients and build relationships with existing ones. Hospitals can organize events such as health fairs, seminars, and workshops to educate patients about various healthcare topics and services.
These events can help hospitals to establish themselves as trusted authorities in the healthcare industry and build a strong reputation among patients. Also, events provide opportunities for patients to interact with medical professionals and ask questions about their health concerns, which can improve patient engagement and satisfaction.
Hospitals can promote these events through various marketing channels to attract a large audience, including social media, email marketing, and direct mail campaigns.
Conclusion
Effective hospital marketing is essential for attracting more patients and growing a healthcare business. Hospitals can improve patient engagement and satisfaction by using these 15 new-age marketing solutions like digital marketing, content marketing, offline marketing, and innovative solutions like telemedicine and mobile apps. With the right marketing strategy, hospitals can build a strong brand and attract more patients to their services.
