Hospital Marketing Strategies

Your hospital likely has multiple departments and maybe even more than one campus. Make sure all of them are showing up, with complete business profiles, in local search. If you need help managing it all, enlist an experience search marketing partner.

In many instances, patients have a choice when it comes to care. And they'll likely choose based on reputation and reviews. First, make sure your online reviews and ratings are up to par, and work with a partner who can help you manage this on an ongoing basis.

Hospitals have the opportunity to be positive pillars and the gold standard on public health leadership within their communities. Social media is a great way to spread the word on health related issues in your community and cement a positive perception.

Like hospitals themselves, your website may be vast and complex, with lots of moving parts. But investing in a refresh—if it's been a while—is a necessary foundational element of your marketing plan. It should be easy-to-use and frustration-free, with a modern look and convenient functionality (scheduling, patient dashboards, etc.).

As mentioned, patients have a choice when selecting a hospital, and they often start with a search engine. And because your hospital likely has several services, departments and locations, you'll want to make sure you're covering all of your bases with thorough local SEO and paid search. It's best to lean on an expert here, who can deliver the most bang for your buck.

In addition to making it easy for patients to find you, you can proactively seek specific patients who may benefit from your hospitals best services. For example, if your organization is known for pediatrics, you can target parents with younger children through social media, display and even connected TV advertising. Enlist an expert who can outline targeting options to match your objectives.

Brand reputation is huge for hospitals—which tend to develop reputations quickly (for better or worse). Focusing on your brand means finding a solid approach to reputation management and using various advertising channels to build familiarity and credibility. Try local radio, connected TV, social and display advertising.

Many hospital systems around the country are investing a sizeable amount in marketing. If you're following suit, you'll want to make sure you also invest in thorough analytics and a multi touch attribution strategy. Work with an expert partner who knows what it will take to deliver a true, full picture of your marketing ROI.