3 habits every hospital marketer should develop this Spring
Improve your marketing efforts and customer service routines
Spring cleaning means out with the old and in with the new. In a previous post, we discussed several bad habits you should nix this Spring to help boost productivity and simplify your work life. Now, let’s focus on some good habits you and your marketing team should develop. With over 30 years of healthcare marketing experience, we have a pretty good idea of what works and what doesn’t.
Here are a few healthy habits we think you should give in to:
Start using real patient stories
We understand — if you have world-class doctors at your hospital or health system, then you probably want to show them off. Or, perhaps, you’re feeling pressured by physicians to put their faces on billboards. The truth is, consumers can’t relate to people in white lab coats and might perceive these messages as self-serving. What they can relate to are real, authentic and relatable people.
Think about your closest friends; they probably have similar interests and values as you do. People tend to gravitate toward people like themselves, especially in advertising. If people can relate, they can find value in your services.
Storytelling is also an effective way to engage consumers. There’s a reason reality television is popular. People get drawn into shows like “Top Chef” or “The Bachelor” even if they’re not the most tactful or well-produced. What makes these shows engaging are the dramatic storylines that keep audiences coming back for more.
Patient videos can include a high-level of storytelling too, by introducing different characters, a tough challenge, and an emotional resolution. We often use real patient stories in our clients’ marketing, and the results are quite rewarding.
Start marketing your brand internally
Some people view marketing as a way to engage new audiences. While they’re correct, marketing is not exclusive to external audiences. In fact, marketing is most effective when it’s used internally, as well, to align staff members to a brand promise and get them to rally behind your organization’s cause. We help our clients achieve this by articulating what makes their organization different, educating staff members on how to deliver the patient experience and holding staff accountable for keeping the brand promise.
Internal alignment can lead to a thriving company culture. A growing company culture can improve customer service and result in a better patient experience.
Start looking at social media as a customer service tool
We’ve all been there — one day your team posts a video from your latest marketing campaign, and the next day they’re dealing with a bunch of negative Facebook users. Your first reaction may be to delete or ignore any “hate” your organization receives on social media pages. We’re here to tell you the opposite. Facebook and other social media sites should be used as a customer service tool to offer help or resolve any problems.
In fact, 42 percent of people expect a response within 60 minutes of posting a negative comment. Ignoring an angry or upset user can lead to more anger in the future. If you respond to them kindly and swiftly, you might have a chance at converting that user into a brand advocate. Listen to this podcast to learn more about how you can use social media as a customer service tool.
Trade in some of your bad habits for better ones. Adopting these habits can help your marketing team create more effective advertising and provide a new level of customer service. Click here to read about the bad habits your marketing team should drop this Spring.