Use testimonials, your history, and a focus on your patients to differentiate yourself.
A lot of hospitals say the same things:“We provide excellent, quality care.”
“We are a patient-focused institution.”
“We have world-class technology.”
I’m sure you’re familiar with these tired phrases. Over time, they begin to sound like nothing, right? Just noise and vanilla ad copy. You see it, and I see it, but the hospital probably doesn’t. And that can be a problem for a hospital that’s just trying to tell the world why it’s great. But it’s not just hospitals that have the “whaa whaa whaa” problems. Just about every company in every industry has an About Us page on their website that has the same ‘ol stuff about “experienced staff” and the word “quality” about 50 times. Consumers read that kind of language every day, and guess what? They glaze over it, and they stop caring.
So what can you do differently so that prospective patients and community members start paying attention to you — and eventually — caring about you? You have to truly differentiate yourself and use creative language to tell people about what makes you special.
For hospitals, true potential differentiators include:
The Patient Experience
Use testimonials in your patient’s own words or excerpts from survey cards. Highlight the people you’ve cared for who like you back. It’s always easy for people to hear things about you when it’s coming out of someone else’s mouth. You can go on and on about how wonderful you are, but if someone else does it for you, it’s instant credibility!
Heritage & History
No one else’s story is like your own. And if you tell your story from the beginning to the present without sounding pretentious or like you’re like you’re trying to sell someone something, then it’s easy for a consumer to follow along and trust you.
Your Staff, Not Your Doctors
Many, many hospitals like to put their physicians on billboards and front and center in print ads. That’s typically not for the patient to see what doctor works at the hospital—it’s for the doctor to feel appreciated. Physician retention is very important, but a lot of hospitals get carried away with trying to make their doctors happy so they don’t leave. But it might be more valuable to see the nurses and the staff instead of a big line of doctors.
Bottom Line: Don’t be the hospital that potential patients glaze over. Do something different so they pay attention.
Download our Should Marketing Be The Focus of Your Nonprofit Healthcare Organization? eBook and learn about how marketing empowers, differentiates, and educates.