If you are a marketer who is given the task to promote a hospital, the challenge can be very daunting. After all, hospitals are very specialized institutions which targets quite a niche market.
What you should know?
First things first, marketing a hospital means you are going to connect with a very targeted group. A lot of hospitals today are known as medical centres as well. This means that you need to have a clear distinction between the two which can sometimes be meaning the same thing.
Know your specialization
Not all hospitals or medical centres offer a full range of medical services. While generic services are often provided, there are certain establishments which are more popularly known for certain expertise. This could be in the areas of:
- Behavioral Health
- Cardiology
- Imaging
- Orthopedics
- Women’s Services
Hence, it becomes very crucial that you know what the specialization of the hospital is before charting a marketing plan.
USPs, USPs, USPs!!
For private hospitals, the end game is similar. It is fundamentally a profit-running business anyhow. As such, you need to know what makes them attractive to its so-called customers (which in this context refers to the patients).
In your marketing campaign, the USP (Unique Selling Point) will make a big difference. You need to distinguish your hospital from others. You need to tell your target audience what your expertise is. Among the highlights of your USP include:
- State-of-the-art medical equipment
- top doctors and specialists
- affordable pricing (this could be subjective)
- convenience
Patient Service
One thing for sure, the customer (patient) experience will play an imperative role in marketing your hospital. Word-of-mouth marketing can go a long way if you let it. Social media will be your best bet. Invest into social networks where your patients can share their experience with others. This could only be possible if you provide what you claim.
How important is your marketing campaign?
Before you embark into your marketing campaign, this is one area which needs a lot of thinking process. The medical industry is not one which condones intensive marketing. Malaysia regulations do not allow free advertising on mass or social media when it comes to advertising. As such, you need to be fully aware of how and what to do in your campaign.
Having said that, marketing your hospital is still crucial if you want your establishment to grow. You need to analyse the market and crunch enough data to know:
- Where your target market is based on income level and profile
- Who your competitors are and where are they based
- What are the current trends in healthcare based on types of diseases that are prevailing.
- Regulations by the government in healthcare and how are these affecting the community
- What are the latest developments in certain healthcare areas and how your hospital is contributing to them. This gives your leverage in claiming that you are contemporary and up to date with the market
