I realize I’m a bit obsessed with this topic as I’m
working for a struggling hospital despite its prime location. So, revenue growth for most nonprofit
hospitals is declining (also thanks to Obamacare and its embarrassingly low
reimbursement), and hospitals are scrambling for ways to attract
revenue-generating patients while also controlling spending. Digital media can measure the success of
online campaigns by measuring the return on marketing investment. TV, radio, print, and out of home ads can
built brand awareness, but search engine marketing is more significant as it
takes a targeted approach. Digital’s
measurability helps defend marketing budgets.
Mobile –
health-care marketers like Mayo Clinic are building responsive sites that
emphasize the mobile experience as patients look for easy access to wellness
advice, e.g., pregnancy app.
Telemedicine, in which patients receive treatment via video calls, also
has a growing presence. It also cuts
costs for hospitals and patients. Although reimbursements for telemedicine
services are tricky, one can’t argue with its effectiveness in efficient care.
Social –
power of the testimonial is key in healthcare, as patients and families
researching diagnoses often turn to patients with similar experiences. They help patients connect and share.
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