5 Healthcare Marketing Campaigns to Drive Results

by | Mar 15, 2015 | Content Strategy

Hospitals are united around a set of common causes and initiatives, with the challenge of focusing on the most high-return marketing opportunities and campaigns.

To help focus your efforts when hos­pi­tals are pulled in count­less direc­tions, here are five health­care mar­ket­ing cam­paigns to dri­ve results in 2020.

1. Newly Insured

The vast num­ber of new­ly insured Amer­i­cans need to know about the pre­ven­tive care ser­vices now avail­able to them. It’s like­ly they have been putting off get­ting them­selves and their fam­i­lies the med­ical atten­tion they have long need­ed and deserved. By engag­ing this group with rel­e­vant, edu­ca­tion­al con­tent and resources, they’ll turn to your hos­pi­tal and physi­cians as the experts when mak­ing health­care decisions.

2. New Movers

What we find is that hun­dreds or even thou­sands of new peo­ple are mov­ing into a giv­en ser­vice area every sin­gle month. These peo­ple rep­re­sent every demo­graph­ic imaginable—from sin­gle women and men to fam­i­lies of all sizes. This is the right time to make your hos­pi­tal top of mind with these new mem­bers of your com­mu­ni­ty. First impres­sions last for­ev­er, so don’t miss the mar­ket­ing oppor­tu­ni­ty to extend a warm wel­come and pro­mote your pri­ma­ry care physi­cians, hos­pi­tals and health­care ser­vices. They need a new med­ical home, after all!

3. Chief Medical Moms

Our research tells us that moms make their fam­i­lies’ med­ical deci­sions in an over­whelm­ing num­ber of house­holds. If you are not com­mu­ni­cat­ing with Chief Med­ical Mom on a reg­u­lar basis—keeping her informed about health and well­ness top­ics that impact her and her fam­i­ly, giv­ing her the infor­ma­tion she needs about her com­mu­ni­ty and your ser­vices, and offer­ing exer­cise and fit­ness tips—then you will not be her trust­ed advi­sor when the times comes to make a health­care deci­sion. Mag­a­zines and e‑newsletters are great ways to reach her, engage her, and posi­tion your hos­pi­tal as a trust­ed part­ner in her health care.

4. Your Most Profitable Service Line

Every health sys­tem should be ana­lyz­ing at least two years of patient data to find a new mar­ket­ing ini­tia­tive. From there, com­plete­ly iden­ti­fy the inter­sec­tion of high rev­enue and high prof­it ser­vices that your hos­pi­tal offers. By over­lay­ing that infor­ma­tion with com­mu­ni­ty data to find “looka­likes,” you have what you need to get start­ed. Health­care mar­ket­ing cam­paigns don’t dri­ve results or pro­duce ROI on mar­ket­ing overnight. They require atten­tion to your inter­nal data to find the right strat­e­gy. If regres­sion analy­sis and pre­dic­tive mod­el­ing aren’t in your reper­toire, turn to experts in data ana­lyt­ics, dig­i­tal adver­tis­ing and dig­i­tal cam­paigns to find and engage your best can­di­dates for key services.

5. Population Health Management

Over­look­ing pop­u­la­tion health cam­paigns, and the evo­lu­tion of the health­care mar­ket­ing par­a­digm for hos­pi­tals, is not advis­able. The rev­enue, prof­it, and cost-con­tain­ment poten­tial for mar­ket­ing to ‘at-risk’ seg­ments of your pop­u­la­tion should not over­shad­ow the fact that it’s the right thing to do.

You could start with a smok­ing ces­sa­tion cam­paign, as smok­ing is still the #1 cause of pre­ventable death in Amer­i­ca. You could look at diet and exer­cise pro­grams. Seden­tary lifestyles and poor diet con­tribute in a major way to America’s #1 killer, heart dis­ease. How about a behav­ioral health cam­paign? Depres­sion is a major prob­lem in Amer­i­ca, By the time a child reach­es 15, sui­cide is the #2 cause of death, all the way until that child reach­es 25. You could tar­get your health­care mar­ket­ing toward peo­ple who have dia­betes and don’t know it.

There is a mod­eled data set that exists for pop­u­la­tion health ini­tia­tives. In the new era of health­care reform and per­for­mance based reim­burse­ment, we will all have to get bet­ter at mar­ket­ing for pop­u­la­tion health man­age­ment—and fast.

Need help planning and executing campaigns like these?

Let our team of health­care mar­ket­ing experts con­nect you with physi­cians, donors and oth­er communities.

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