Revenue in 2023
Many hospitals and medical practices are feeling the
post-pandemic financial squeeze this year as persistent staffing shortages intensify,
and supply costs increase.
One budget that often gets placed under the microscope
during financially challenging times is the marketing budget. Marketing is
necessary to drive patient acquisition and revenue growth, but the budget can
get bloated if no one pays attention to what's working and what isn't. Where is
your organization spending its marketing dollars? Are you getting a return on
investment for your marketing dollars?
These 5 trending healthcare marketing strategies, when
implemented properly, will help your system to grow patient volume and
engagement and in turn, increase your revenue too.
Advertising - Omnichannel: Maintain a comprehensive marketing strategy that
meets your patients where they consume media, including TV and radio.
Incorporating traditional media advertising such as radio and TV is an integral
part of a multifaceted marketing approach. Use data and analytics to understand
your system's target patient demographic and create personalized advertising
campaigns that reach them wherever they spend their time, whether it's TV,
radio, print, or online.
Many of your potential patients, especially
those in certain demographics, may be just as likely to learn about your
services via traditional media as they would online. TV and radio advertising
provide many advantages above and beyond digital/online marketing alone:
- Television and radio are powerful
storytelling tools that stand out as highly effective methods to engage
patients and potential consumers. Healthcare marketing teams shouldn't overlook
the persuasive impact of television or radio when devising a media strategy. Television
and radio reach a large and diverse audience, making them ideal for healthcare
organizations, practices, and hospitals needing to reach a wide range of
- Additionally, TV and radio ads often utilize high-quality
production assets, and the dynamic audiovisual nature of TV makes it a more
engaging and persuasive medium than most other forms of advertising.
- TV and radio advertising helps to build brand
awareness, differentiate from the competition, and reinforce brand
messaging, making it an important resource for long-term marketing efforts.
- Radio and TV ads can be accurately measured
and optimized based on metrics such as audience ratings and demographics.
- Television and radio advertising enables
healthcare organizations to build trust and credibility. TV remains a
trusted source of information, and viewers often perceive TV advertising as
more credible and authoritative than other forms of advertising.
TV and radio continue to be relevant and
effective marketing tools, especially for organizations that want to grow their
reach and revenue while strengthening their professional reputation. Therefore,
it's important to consider whether the benefits of television and/or radio advertising
make sense for your practice, specialty, market, and media needs.
Local TV and radio
advertising offer powerful methods to directly reach precise demographics
and target specific audiences within your community. Local TV and radio
stations are well-respected mainstays of the community with loyal followers you
can leverage to your advantage. Integrating radio and/or TV advertising with
your digital strategy provides a winning combination of multi-channel access to
key local audiences and diverse demographics you may not otherwise reach via
other media or digital marketing.
Marketing: Utilize digital channels such as websites, social media
platforms, email campaigns and pay-per-click (PPC) ads to reach potential
patients and educate them about your services and unique offerings. The
technology available for digital marketing today allows you to specifically
target your potential patients in a very sophisticated, data-driven way.
- Retargeting / Remarketing: Use
retargeting ads to reach individuals who have previously visited your
hospital's website or engaged with your content.
- Personalized Ads: Create personalized ads
that speak directly to the interests and needs of each individual patient, prompting
them to take action.
- Dynamic Ads: Use dynamic ads that update
in real-time with information such as available appointment times, events, locations,
or promotions, in a relevant and engaging way.
Engage the Community: Leverage your
existing patients and community to grow your reach.
- Patient Reviews and Referrals: Encourage
current patients to leave positive reviews on websites like Yelp, Google, and
Healthgrades. Incentivize referrals through loyalty programs.
- Community Outreach: Participate in
community events, health drives (screenings, vaccinations, etc.) and wellness
initiatives to increase visibility and build relationships with potential
- Reputation Management: Monitor and
respond to online reviews and ratings to maintain and improve your practice's
reputation, which can impact patient acquisition and retention.
current/past patients - When devising your targeted marketing strategy and
community engagement, don't forget to include your current and past patients in
your outreach. It costs more to bring in a new patient than to retain an
existing one. Retention efforts can include patient health reminders, community
events, patient success stories and testimonials. For elective procedures,
aesthetics, etc., you can also promote special pricing, deals, or sales to
Marketing: Create and share valuable, informative health content, including
news articles, blog posts, infographics, and videos, to educate prospective and
existing patients while establishing your practice as a trustworthy source of
helpful, relevant medical information. Share answers to common health questions
in your medical specialty, symptom checkers, seasonal updates (flu, RSV, Covid,
etc.), public health advisories, or new services. Working with a reputable
expert in SEO (search engine optimization) can also help you expand the reach
of your content by optimizing your website and content for online search, so
that more people will find your content online.
Public Relations - Earned Media: In
addition to paid media such as traditional advertising and sponsored digital
ads, a strong public relations strategy with consistent media outreach can help
reach new audiences outside of your existing patients, followers, or community.
Coverage by outside media outlets raises your visibility and increases brand
awareness of your health organization. Mainstream news, media outlets, and
healthcare industry publications always seek interesting medical content to
feature. Below are a few ideas for topics that could be covered by local or
even national media:
- New, innovative procedures, cutting-edge devices
or drugs, and/or clinical research being conducted at your hospital or by your
- New service lines, health centers, or new
- Participation in community events, health
drives, philanthropic endeavors, charity, etc.
- Unique, notable patient success stories - human
interest features - these can also be tied into current events if there is a
relevant news hook to leverage (be creative! An experienced PR rep can help you
take advantage of applicable news hooks)
- Any medical news that may be tied into current
events or public health events (epidemics, seasonal updates, foodborne
While these trending healthcare marketing strategies are
highly effective for patient acquisition and retention (and thus, for revenue
growth), healthcare marketing can also be more complicated and complex than
marketing in other industries. Therefore, it's helpful to work with a team of knowledgeable
marketing and media experts who are also well-versed in the healthcare space. Contact
CMG Health Marketing today to find out how we can help streamline your
healthcare marketing efforts for optimum results in achieving your revenue growth