6 steps to achieving hospital brand advocacy
How to map out the patient journey
Marketing your cardiac program to people who do not have a history of heart disease may seem counterproductive, but actually, can have the opposite effect. Heart disease is the leading cause of death in the United States. When it comes to choosing a cardiac service, consumers tend to rely on reputation above everything else. If you start promoting your services earlier on, these consumers could be more likely to trust your organization over the competition.
Without mapping out the consumer buying process, it’s a challenge to make these types of strategic decisions. We created The Patient Journey tool to help hospital marketers and their marketing teams better understand how patients make behavioral changes and become brand advocates. This tool will take you through the six stages of the consumer buying process from unaware to brand advocacy.
It also provides proven marketing tactics and tips related to buying decisions, a cheat sheet for inspiring change and converting prospects, and a better understanding of healthcare consumers and target audiences.
Here’s how it works:
Stage one: Unaware
During the first stage, consumers are not aware they have a medical problem or a need for your service. Your organization’s goal is to start the conversation and raise awareness about their current state of health and wellness.
Stage two: Contemplating
During the second stage, consumers are considering whether or not a change is warranted. These consumers are willing to invest their time and energy into researching their problem in an effort to determine a solution.
Stage three: Planning
During the third stage, consumers are actively researching how to solve their medical problem, but haven’t made a commitment yet. Your goal is to help them understand how your organization can become a part of their plan.
Stage four: Action
During the fourth stage, consumers have made a commitment to act, but haven’t chosen a caregiver yet. Your goal is to give them opportunities to make smaller commitments or easier behavioral changes first before making a permanent decision.
Stage five: Sold & Serving
During the fifth stage, the consumer is officially a patient at your hospital or health system. Your goal is to help them change from a patient to an advocate for your brand.
Stage six: Advocacy
During the sixth stage, the patient is 100 percent bought into your brand. To keep them this way, your goal is to reward them for their behavior.
To learn more about the stages of the consumer buying process and the tactics that can help foster loyal advocates of your brand, download The Patient Journey tool.