Branding & Marketing

Healthcare marketing and branding has become the need of the hour. You must declare and proclaim that your Healthcare facility is the best to rise above the overwhelming competition and to score points with web-savvy potential customers who get a gamut of information and a variety of options with a click.

Gone are the days when patients relied only on word-of-mouth information or family doctor references. Today’s patients check up on the reputation, the social media persona, the reviews of the physicians, the facilities and services offered etc. before choosing a hospital. It is simply not enough to be excellent; you must convey and communicate that you are excellent to garner customer interest.

This has carved a role for hospital marketing professionals as branding is a multidisciplinary science that combines classical marketing techniques with new-fangled social marketing.

Hospital branding trends have undergone transition in recent times

From hospital-centric to Customer-centric

Promotion in earlier times revolved around communicating about the hospital’s attributes. Now, it has become all about customer experience

From product -oriented to Service- oriented

Marketing campaigns focus on the array of services offered rather than the hospital’s attributes.

From mass approach to customized approach

Marketing campaigns of earlier times would cater to the masses without any personalization. Today, hospital marketing strategies are aimed at specific target groups on the basis of their demographics, their gender, their health status, and their specific needs.

Transition of theme from illness to wellness

Instead of designing campaigns about illnesses, new age marketers talk about maintaining wellness. This positive shift reflects the mind-set of the health-conscious masses.

Transition from short-term association to long-term relationship.

Healthcare marketers currently focus on building a sustainable relationship with customers which can establish a legacy of trust and loyalty and are not merely desirous of a one-time association.

Your marketing strategy will be zeroed in after in-depth analysis of the following parameters

Your core USP

USP is a unique point or a special attribute around which your hospital’s branding story can be woven. It could be advanced nature of your diagnostics, or it could be your top-notch infrastructure. Delve deep into your core strengths and brainstorm with your team to discover this USP and then use it to market your hospital or healthcare facility through branding exercises and creative marketing.

Patient comes first

You must try to travel into the minds of your prospective clients. Discover their expectations and needs through surveys, feedback forms and questionnaires and then develop your strategy as an answer to their expectations. Your hospital branding exercise must evolve around your patients’ wishes, suggestions, and concerns.

Market & Competition analysis

You should always be abreast of market trends and competitors’ activities as you can use this in your marketing plan. Being in a market fringed with uncertainties, your marketing plan should be dynamic and adaptive to any changing paradigms.

Focus on enhancing patient experience

The entire patient experience from the time of appointment booking to the time of discharge to the follow-up to the settling of insurance should be a hassle-free journey for the patient. Customer satisfaction is the single-most important goal which should trickle down into every individual of your organization. Remember the 5 Cs…Compassionate, committed, competent complete care is itself an advertisement and will guarantee a sustainable bond. These satisfied customers will in turn be your marketers and recommend your hospital to their connections.

Social media presence

Your hospital should have a strong social media presence that is in line with all the facets of your marketing strategy because a majority of your potential patients may be on social media sites like Facebook, Instagram, Twitter, and LinkedIn. We know that your mission is to make a difference to lives. You can do this better by reaching out to your potential customers with the help of a sturdy marketing and branding plan. We are a highly dedicated team of hospital management experts who can provide you with customized marketing and branding strategy ideas after in-depth analysis.