{"id":12305,"date":"2023-04-13T08:53:24","date_gmt":"2023-04-13T15:53:24","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12305"},"modified":"2023-08-24T10:11:47","modified_gmt":"2023-08-24T17:11:47","slug":"the-ultimate-guide-to-hospital-advertising","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/hospital-advertising","title":{"rendered":"The Ultimate Guide to Hospital Advertising & Marketing"},"content":{"rendered":"

<\/b>The Ultimate Guide to Hospital Advertising<\/b><\/h1>\n

In the movie Patch Adams, Robin Williams famously says, \u201cYou treat a disease, you win, you lose. You treat a person, I guarantee you, you’ll win, no matter what the outcome.\u201d However, \u201cTreating the person\u201d has an entirely different meaning for healthcare marketers.<\/span><\/p>\n

On top of providing the very best medical care, it\u2019s critical that hospitals of all shapes and sizes understand healthcare consumers\u2019 attitudes, expectations, behaviors, and pain points to win their hearts and minds. TEGNA\u2019s new e-book, <\/span>Checking the Pulse of Today\u2019s Healthcare Consumer<\/b><\/a>, found that patients have pain points outside their own health – things like long wait times, inconvenient office hours, confusing insurance, and high prescription costs.<\/span><\/p>\n

As Patch Adams prescribed, you’ll win when you communicate how your hospital will meet patient expectations and explain your hospital’s remedies for pain points.<\/span><\/p>\n

This advertising guide will help your hospital utilize the most influential and trusted media channels and how to develop the right execution of messaging so your hospital can attract new patients and better position itself as the vital choice in quality care.<\/span><\/p>\n

\"Download<\/a><\/p>\n

What is Healthcare Marketing?<\/b><\/h2>\n

The best way to promote healthcare businesses is through various healthcare marketing initiatives. Healthcare marketing is the process of creating a brand identity and advertising on multiple channels to increase patient retention and grow business. <\/span><\/p>\n

The State of Healthcare Consumers<\/b><\/h2>\n

TEGNA\u2019s new e-book, Checking the Pulse of Today\u2019s Healthcare Consumer<\/a><\/strong>, outlines a few vital takeaways to better understand this audience\u2019s mindset.<\/span><\/p>\n

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  1. Telehealth tapers as consumers \u200breturn to in-person care.<\/b> \u200b<\/span>Telehealth visits, which saw a proliferation of use during the pandemic, are waning. Although most patients prefer traditional in-person care to telehealth visits, telehealth rated slightly better in overall quality of care. Convenience could be a factor in this rating, especially for millennials and parents.<\/li>\n
  2. Insurance is a pain point.<\/b> Although the national uninsured rate is at an all-time low of 8%, many still feel insurance coverage is insufficient to receive medical care. Therefore, consumers \u200bare delaying care and treatment due to cost and are increasingly unable to pay medical bills. This lack of engagement could cause more problems down the line as their health conditions worsen.<\/li>\n
  3. Consumers have a knowledge gap when differentiating between local hospitals.<\/b> Hospitals are missing opportunities to highlight their differentiating factors with their marketing and advertising. Less than half of patients understand what differentiates the hospitals in their area \u200b<\/li>\n<\/ol>\n

    The State of Healthcare Advertising<\/b><\/h2>\n

    The state of healthcare advertising is a complex and rapidly evolving landscape.<\/span> However, our findings on the current state of healthcare advertising are the following:<\/span><\/p>\n

    Healthcare Advertising is HUGE. <\/b>The US healthcare advertising market reached $<\/span>22.4 billion in 2022<\/span><\/a> and includes spending on television, print ads, and social media platforms. Additionally, it\u2019s estimated that<\/span> $5 billion<\/span><\/a> was spent on <\/span>TV advertising<\/span><\/a> for prescription drugs in 2021.<\/span><\/p>\n

    Because of rising demand, <\/b>we\u00a0found 46% of consumers delayed or avoided medical care because of the pandemic. These folks are now eager to address their healthcare needs and spend both time and money pursuing wellness. That means the time is now to get marketing and advertising campaigns to bring these patients in.<\/span><\/p>\n

    Local TV news is the best medicine.<\/b> Local news channels are vital for communities to receive patient education – 55% of consumers learn the latest health information from local news. Additionally, 60% of consumers who get health information from local news trust brands that advertise in its content.<\/span><\/p>\n

    \"Download<\/a><\/p>\n

    Why is Advertising & Marketing Important for Hospitals?<\/b><\/h2>\n

    TV advertising is one of the<\/span><\/a> most effective ways a healthcare provider can build brand awareness, attract patients, and generate trust. It should always be considered when<\/span> media planning.<\/span><\/a> It\u2019s worked and driven tangible results for thousands of our partners, helping to make TV the second-most profitable advertising medium in the United States. It can also help the facility stay competitive, pitch in with recruiting efforts, and <\/span>encourage donations.\u00a0<\/span>\u00a0<\/span><\/p>\n

    Staying Competitive: <\/b>The pandemic burned out so many employees and caregivers, leaving the healthcare industry short-staffed and causing major headaches for patients looking for care who are subject to long wait times. A<\/span>s a result, several chain drug stores now offer full-service clinics. These clinics are solving a problem that exists among consumers, providing convenience and increasing medical care access to populations who otherwise would have difficulty getting the care they need.<\/span><\/p>\n

    Recruiting:<\/b> To win back these patients that may now visit a local Walmart instead of your facility, it\u2019s critical for hospitals to communicate the remedies to patients\u2019 pain points with effective advertising. Additionally, advertising can be used as a recruiting tool to bring new caregivers into the system.<\/span><\/p>\n

    Education and Awareness:<\/b> TV advertising allows healthcare brands to raise awareness and educate the public on health issues. This leads to better prevention and early detection, access to treatment, increased advocacy, and reduced stigma around health conditions. Raising awareness can also influence policymakers to take action on important health issues, such as increasing access to healthcare or funding research for new treatments.<\/span><\/p>\n

    Goals of Hospital Advertising & Marketing<\/b><\/h2>\n

    Every healthcare provider will have unique challenges and goals. On top of those mentioned above – <\/span>Education and Awareness, Staying Competitive, and Recruiting – TV advertising can help accomplish a number of additional goals for hospitals, including:<\/span>\u00a0<\/span><\/p>\n