Your obstacles are on the outside and on the inside, but don’t let them stop you.
Having a solid marketing plan that speaks to your community is ideal. But having a plan that will do that, plus make them want to invest their hearts and dollars into your healthcare organization is essential. However, it’s inevitable that you will come across obstacles that can hinder your success. The best medicine for this is to be prepared.
The obstacles Nonprofit Healthcare Organizations face include: resources, perceptions, and tradition.
A limited budget can effect an organization’s ability to market themselves to the best of their ability. Some organizations are lucky enough to generate income from fundraising and even foundations, but others are limited to patient and insurance payouts.
Don’t let a low budget make you think you can’t afford to market yourself successfully. Digital marketing is becoming the top method for organizations to spread the word about their mission, but make sure you’re doing so effectively. Social media marketing is budget friendly and has the possibility of reaching thousands. So, find a Millennial and let them teach you their ways.
Most people would associate the term nonprofit with charity. They might see that as a weakness when compared to a for-profit organization. Some may perceive your business as a catchall for people who can’t afford quality care. Think of it this way: It’s the psychology of pricing a product. If you see two products that do the exact same thing, but one costs significantly more than the other, you would assign a higher intrinsic value to that product because it’s more expensive. Same with the perception of for-profits versus nonprofits.
So how do you combat this issue? You showcase your staff, your equipment, your patients, and your success. Don’t be afraid to brag a little; you’ve earned the right, but be humble. Share your accomplishments with your community and show them the good that comes from supporting a non-profit and they might just change their minds about you.
The tradition of “not tampering with something pure” can result in a stalemate of progress toward your brand identity. Nonprofit organizations often feel like they don’t need to be “commercialized,” but that’s not the same as developing a branded and strategic marketing plan.
Don’t let this be the reason your community doesn’t know who you are. Every brand needs to be refreshed at some point and we’re betting you’re due. Recognize the fine line between sharing your success and coming off as conceited or egotistical. When it comes to healthcare marketing, you can’t afford to not share your successes but you also can’t afford to come off as arrogant.
It’s not always easy to admit when things aren’t working out — especially if you’re running a business. But frankly, addressing the issue is the first step before turning things around. Making yourself aware of theses hindrances is the first step to overcoming them.
Download our No One Knows You’re A Nonprofit Healthcare Organization eBook and learn more about the dilemmas facing Nonprofit Healthcare Organizations.
And don’t miss our next Free Branding Webinar, Generational Branding for Your Healthcare Organization. Sign up here!