There are many different ways to communicate a message to a patient or prospective patient. The most successful messages are those that resonate with the consumer. Medical marketing today is not just getting patients to buy things. Medical providers must connect with their patients on a deeper level and prove that they are deserving of a patients patronage and loyalty. Physicians should brand their practice in a way that deepens the bond between patient and provider, which will increase patient satisfaction and patient referrals.
A local multi-location hospital system is doing just that through their radio and print campaigns. Each ad tells the personal story of a patient and how the hospital made a difference in their life. The story is then continued on the hospitals website. The story piques the consumers interest and this emotional response drives them to take the time to visit their website to find out how the story ends. The increased web traffic helps with search engine ranking and helps consumers become better aware of the scope of services offered at this hospital system.
Brilliant!
Great success has been realized using similar methods for promoting medical practices. By telling a story, medical practices bring consumers full circle and then, when done properly, motivate them to take the step asked of them. This enhances consumer awareness, heightens an emotional connection with the facility and leads to increased revenue.
How do one know if they are emotionally connecting with their consumers? The practice should determine if their campaign elicits an emotional response within them? If their marketing campaigns are not working, there are many affordable things that can be done to make a positive impact within the community.