Owned media opportunities in the hospital environment

Why spend all of your budget on expensive broadcast media when you can invest in your own channels? We call it “owned media;” channels you develop and manage yourself to engage the people you want as profitable repeat customers.

Unlike outdated mass media strategies, the new model emphasizes effectiveness over efficiency; delivering a lot of content to a relatively small audience, but one that’s much more receptive and therefore more likely to purchase. Delivering specific, appropriate and desirable content, when and where the audience seeks information, leverages consumers’ receptivity to ideas and conversations, and inspires word of mouth recommendations.

Examples of owned media you can exploit:

• Your physical location: You have a captive audience and a controlled environment where you can communicate your marketing message any way you choose: architecture, merchandising, point-of-sale, customer service and ambiance.
• Your website: Leverage SEO to attract the right audience to your site. Develop a content strategy that provides key information, photos, videos, and stories – anything that will create desire for your brand and convert prospects to customers.
• Mobile Marketing: With more consumers relying on mobile devices, a hospital’s digital marketing initiatives should become more apparent. Offering a mobile website with helpful content and value-added applications can attract and engage customers on the go.
• Social media: Blogging, Facebook, Twitter, Flickr, YouTube and other channels are virtually free to set up, reasonably inexpensive to populate, and designed to share content on a one-to-one or one-to-a-few basis.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Think about all the opportunities owned media channels offer to share your message: from obvious channels like the wall in your entry to the wrapper on a complimentary mint; your staff uniforms to the mirror in the ladies’ room; or your billing statement to your parking receipt. You probably own media that you’ve never thought of – that NO ONE has ever thought of. Get creative and see how owned media can engage your best customers at a fraction of the cost of broadcast.