The New Year is here and that means it’s time to revisit marketing budgets and decide how to deploy those precious advertising dollars. Here are five key campaigns you should prioritize when rolling out your 2018 marketing strategy:

  1. Primary Care: Primary care doctors are the concierges of medical care, directing patients to specialists and other healthcare institutions when additional care is needed. That means they have a major influence over patients’ decisions about where to go for care. Interestingly, marketing toward PCPs is often overlooked when establishing a hospital marketing budget – and that’s unfortunate when you consider they are among the most important drivers for a hospital’s business growth. Ideally, you need to dedicate some of your marketing budget to helping local primary care providers understand your brand, mission and quality measures so they can feel confident recommending your hospital to their own patients.
  2. New Movers: Yes, longtime community residents are important for your hospital’s bottom line as well as its future growth, but many have developed some loyalty to your competitors and “wooing” them away can be difficult. You’ll have more success building market share by reaching out to people who’ve just moved into your community and have not yet developed strong connections to local healthcare providers. Making a special effort to attract them to your hospital and its providers can deliver a much higher ROI for your marketing dollars.
  3. Top Service Line: Much of your positive reputation is driven by the quality care provided by your top one or two specialties. Not only do these service lines generate a considerable portion of your facility’s revenue, they also help build up the institution as a whole, conferring a certain status that helps build brand and attract community support. Directing a dedicated portion of your marketing resources toward promoting these service lines means an enhanced reputation and continued growth.
  4. Employee Recruitment: Just like last year, 2018 is expected to be a year of tremendous staffing shortages at all levels of healthcare. Developing a compelling and targeted campaign to attract workforce candidates should be at the top of your marketing to-do list. From effective digital strategies to job fairs, identifying and targeting the best prospects and then engaging them through the hiring process can be a time-consuming and costly exercise. Keeping the existing staff engaged (see below) and happy means less turnover – and that means major savings.
  5. Internal Audiences: Truly successful organizational branding requires “buy in” from all levels of staff as well as key stakeholders. It’s a problem area when you consider that Gallup’s recent State of the Global Workplace report shows that “just 15% of employees worldwide are engaged in their jobs.” When your staff and board are excited about the organization and the work it’s doing, there’s a “trickle down” effect that builds momentum and drives future growth. Internal branding promotes greater satisfaction and loyalty among employees while also creating word-of-mouth promotion that builds positive community awareness. The goal here is to align your core objectives with the goals of your staff and stakeholders to activate the brand on a more personal and emotional level. Truly invest in activities that help your key personnel understand and feel motivated by your hospital’s mission and objectives.

2018 is poised to be a year of increased competition for healthcare facilities across the U.S. To build your hospital’s bottom line and fuel its future growth, you need to start early and plan well.

EVR Advertising has more than 25 years of experience in healthcare marketing. Let’s talk about how we can help you gain a greater share of the marketplace. Send us a note at jeffe@evradvertising.com.

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