Healthcare marketing sometimes means having a conversation across many worlds.
Your brand has to speak to people who have already come in contact with it, as well as those who may have never heard of it. That means simultaneously recruiting new patients, while keeping the existing ones coming back. It’s a balance, but your healthcare brand is worth it.
Internal marketing is how you communicate with your existing audience. They are either a returning patient, or the friend or loved one who may have taken advantage of your services. Either way, the foundation has been established, and now, it’s a relationship that requires cultivation.
By utilizing internal marketing strategies, you can help influence your brand in many ways. One of the best and most beneficial ways is through patient referrals, or word-of-mouth advocacy. Truth is, it’s human nature to share a positive experience, and that goes for healthcare experiences as well. Doing a testimonial campaign can be a good way for your brand to benefit from those positive patient experiences, while also spotlighting your staff or a particular service you provide. Social media can serve as a great vehicle for delivering this type of messaging, while keeping your media cost down.
Now, this one is a little trickier. External marketing is all about trying to reach new patients, or people you haven’t yet had a chance to build a relationship with. So this is where your radio, television and billboard advertising lives.
But more important than knowing what media to use, it’s important for you to know where to place it. Doesn’t it make more sense to invest in a television ad promoting your geriatric services during the news at 6:30 rather than during The Tonight Show at 11:30? In the end it all comes down to knowing your audience. Once you get a good idea of where they live, work and play, you can better manage how to reach them.
It takes a healthy blend of these two marketing strategies to produce a well-balanced plan, and in an industry as competitive as healthcare, you can’t afford to be risking money on ads that no one will ever see. The solution is to understand who it is you are trying to reach before jumping into the deep end.