Should Marketing be the focus of my Nonprofit Healthcare Organization?
I’m going to cut to the chase here and say the answer is [shockingly], “NO.” Your focus should be your mission. Obviously. Whether you’re a hospital, a fundraising organization, a home health agency, or any not-for-profit healthcare organization that’s working to improve the lives of others, those individuals should always be your primary focus. Period.
So why market at all?
As a leader of a NPHO, you’ve probably encountered the dilemma that comes from the marketing conversation. Dissenters argue that marketing your nonprofit healthcare organization drives up the cost of healthcare. The larger, more damning, argument is that marketing costs are more justifiably spent on patient care instead of advertising. Now the first argument isn’t necessarily true, but the second one is a tough point to contradict. But you have to look at it this way:
- Marketing empowers patients and supporters.
- Marketing differentiates you from competitors.
- Marketing educates patients and supporters about your quality and services.
I specialize in NPHO marketing, but I have experience in just about every category of every industry from small restaurant start-ups to massive oil & gas networks. And there are dissenters of marketing in just about every type of business. Some people see the value of it, and some people don’t. But over decades, I’ve seen the unfortunate effects of choosing not to invest in a marketing plan.
Marketing should be a fundamental part of how your NPHO operates, but you need to be ready when someone questions why. Because when you rebrand or launch an advertising campaign, you are inevitably going to encounter a person or a group that wants to know why. If you feel like you owe this person an explanation, then explain the value of your decision. The way you manage your budget and invest in the future of your NPHO is always going to be scrutinized, but you have to buy-in to your choices before you can convince others to do the same. So ask yourself: Do I believe in investing in marketing?
Like I said at the top of this post, your true mission should be your primary focus. But how else is your audience and your community going to value your mission — or better yet, stand with you — unless you market yourself?
Click the button below to download our Should Marketing Be The Focus of Your Nonprofit Healthcare Organization? eBook, and I’ll help you understand the value in easy-to-understand terms.