Healthcare Alignment: Providing Frequent Reminders in the Workplace

Using owned media to educate and inspire staff

We’ve written at length about marketing’s role in achieving organizational alignment for hospitals, physician practices and healthcare brands. One of the recurring themes is the importance of providing education and frequent reminders that help instill brand values in your staff members’ day-to-day activities.

Hospital environments are busy places. It’s easy to lose sight of goals and ideals when faced with everyday dramas.That’s why it’s important to make the brand promise visible and keep reminders throughout the workplace.

Marketing channels inside the hospital or practice, what we call owned media, offer virtually endless opportunities to translate brand positioning, share core values and model behavior to deliver the expected patient experience.

Owned media is all the internal channels that you control and can exploit for brand reminders. Internal healthcare marketing can reach literally hundreds or even thousands of hospital employees and physicians, through channels that they use every day. The best part is you don’t have to keep spending on media. The only cost is in design and production, and owned media channels continue to provide return on investment for months or even years.

Examples of owned media for frequent brand reminders:

• Hospital websites, social media channels
• External banners and permanent signage
• Environmental art and hallway posters
• Company fleet vehicles, staff uniforms, and so on.

It’s one thing to promote your competitive position to the public, but it’s also important to share the same messages with your team, staff and physicians. Owned media is a highly cost-effective and powerful marketing tool to promote and reinforce the brand promise.

Learn more about staff alignment in the issue of Protocol titled, “Using Marketing to Achieve Organizational Alignment.”