Hospital marketing and all you need to know
Today, Hospital Marketing is becoming more and more popular when the supply remains constant yet the demand increases. Therefore, to affirm its prestige, strengthen trust and increase the revenue of the hospital that applied Marketing.
In the following article we will talk about the most effective and attractive hospital marketing concepts and implementation.
1. What is hospital marketing?
Hospital marketing is a term used in Marketing to refer to forms of advertising in the field of healthcare and medical care. Businesses need to do all the activities to introduce their brands, services, products, and healthcare benefits to customers.
In addition, businesses need to focus on maintaining customer interest and making efforts to satisfy customers to achieve business benefits.
2. The important role of hospital marketing
Nowadays, information technology becomes popular and applied in many life. Therefore, customers always tend to access information via the Internet before deciding to spend money to use the product. In health care, too, customers will tend to seek information about their medical conditions and treatment units to decide to choose a reputable facility.
Therefore, Hospital Marketing will have the opportunity to bring a large number of customers to the business.
In addition, hospital marketing helps businesses improve their brand and reputation. To do that, the Marketing team needs to convey messages that bring value to customers and affirm the hospital’s expertise, expertise and good treatment process for customers.
Hospital marketing also helps businesses learn the wants and needs of customers, thereby offering appropriate marketing and advertising campaigns. These media plans also need to achieve ultimate goal of attracting potential customers and increasing business profits.
Read more at: What is market segmentation? 5 efficient market segments
3. Steps to develop a hospital marketing plan
3.1 Research target market
Researching the target market is always the first thing to do in Marketing plans, and Hospital Marketing is no exception. Understanding the exact wants and needs of customers will help businesses implement successful hospital marketing.
Accurately identifying the target market will help businesses not spend too much money and manpower on incorrect goals.
For example, your hospital is targeting high-end customers, but when implementing marketing plans, it includes mid-range customers. At this time, the cost and manpower you spend for the target customer are less, but the customers in the mid-range segment are not needed.
Therefore, clearly defining the customers you want to reach, gathering the necessary information and understanding the customers’ wishes are the keys to successful hospital marketing.
3.2 Research your competitors
Today, healthcare services have become extremely popular. Therefore, if the business does not make a difference. It is hard to attract potential customers. To do that, Hospital Marketing needs to do competitor research.
Businesses need to know the strengths and weaknesses of their competitors. In addition, you also need to predict what strategies your competitors will use in the future. From there, you need to come up with effective, optimal and different marketing strategies than your competitors. The differences can be in price, service provided, convenient location, and after-sales service.
Read more at: The Power of Traditional Marketing in the Digital Age
3.3 Decide on tools to implement hospital marketing
Currently, there are many marketing tools, businesses can choose one or more tools to perform hospital marketing at the same time. Tools can be used such as Direct Marketing, Social Media Advertising, Content Marketing, Location Marketing, etc.
Depending on the objectives and the market that the hospital is targeting, you need to choose the right tool to optimize the hospital marketing plan as effectively as possible and bring it to fruition.
3.4 Hospital Marketing Plan
After taking the steps of research to understand the market and competitors, the next thing you need to do is come-up with a specific hospital marketing plan. This plan should have a filled implementation process, implementation method, organizational form, required human resources and used budget.
In this hospital marketing plan, you also need to indicate the risks may encounter in the implementation process. From there, propose solutions and have a backup plan. This is extremely important because it determines the continuity and success of the goal.
For example, the hospital marketing plan is being implemented in phase 2, but due to this stage, human resources are required. Right now a backup plan is needed immediately to supplement or divide the work under the remaining workforce.
3.5 Implement the marketing plan given by the hospital
After the plan is approved, it needs to be put into practice. You can assign specific tasks to each group, and make notes about deadlines as well as requirements to be achieved. Execution of the plan needs to be done synchronously to bring the highest efficiency.
You need to monitor all the activities of the implementation teams and respond promptly to unplanned changes or problems that arise. This is very important because it determines whether the marketing plan is continued or not.
3.6 Measure and optimize
Measurement is how businesses measure the success of the hospital marketing plan against reality. You need to continuously monitor and measure the implementation of the plan so that you can make more appropriate adjustments.
For example, you are using the main marketing tool online, but with the audience, you are targeting as well as the manifestations you have seen recently, direct marketing is more effective. At this point, you need to come up with a backup plan, maybe change the tool to best reach your target customers.
4. Successful Hospital Marketing Examples
A good example of a successful hospital marketing that many people know is Saigon Eye Hospital. With the initial goal of promoting brand awareness and increasing awareness of the target audience about the obstacles of myopia in sports activities and the benefits of nearsightedness. From here, Saigon Eye Hospital grasps customer insight and orients an appropriate strategy.
Saigon Eye Hospital has created content based on stories of people who practice sports but blocked by glasses. This message has been conveyed not only in content and TVC clearly in the Series of Key Visuals.
Saigon Eye Hospital also offers a series of easy-to-understand Doctor videos. With the view that a good doctor must be able to speak in the patient’s language, making it easy for customers to receive knowledge, eye specialists have directly conveyed knowledge in a concise and easy-to-understand manner.
In particular, understanding the tastes of Gen Z customers who prefer the Tik Tok platform, Hospital Marketing has actively exploited short formats and attracted a broad sum of viewers.
The summary of the Marketing campaign of Saigon Eye Hospital has shown that the number of refractive surgeries from January 2022 to August 2022 increased by 220% compared to the same period last year. The number of surgical customers exceeded 26% of the set KPIs, the organic interaction increased by 883.4% compared to 3 months ago and the impressions on the Social Media platform increased many times.
5. Conclusion
Hospital marketing has gradually become an indispensable part of hospitals, whether public or private. The above article from Cleverads hopes to help readers better understand the concept and how to implement Hospital Marketing effectively and achieve the highest results.
