That makes a marketing plan critical. Good health outcomes abound when you effectively communicate how your hospital will meet and exceed patient expectations. Think of it this way: an effective marketing plan is a spoonful of sugar to help the medicine go down.<\/span><\/p>\n Here are our tips to help your hospital be seen, build brand trust, develop attractive creative, and position your healthcare system as the vital choice in quality care with a strong hospital marketing plan.<\/span><\/p>\n Advertising your hospital<\/span><\/a> is about reaching the right audience at the right time and place. To do so effectively, you can\u2019t just take shots in the dark and hope it works. That\u2019s why creating a marketing plan is critical. Simply put, a healthcare marketing plan details the organization\u2019s strategic outreach and communications to attract, guide, and engage consumers seeking healthcare services.\u00a0<\/span><\/p>\n You\u2019ll also want to create a media plan<\/a> to determine which channels are best suited for your company. Whether you’re advertising locally or nationally<\/a>, finding the right distribution channels for your advertisements is important.\u00a0<\/span><\/p>\n Unique to each brand, an effective hospital marketing plan usually consists of the following:<\/span><\/p>\n Every healthcare provider will have unique challenges and goals, from education and awareness to staying competitive and recruiting. An effective marketing plan has plenty of health benefits for hospitals nationwide.<\/span>\u00a0<\/span><\/p>\n Drive Brand Awareness:\u00a0<\/b><\/b>A hospital can\u2019t operate without patients – and patients need to know about your hospital so they can be treated there. With the right frequency, reach, and creativity, your hospital will be top of mind when seeking healthcare.<\/span><\/p>\n Increase Fundraising Efforts:\u00a0<\/b>An effective campaign will drive brand awareness and bring in monetary ROI in terms, and\u00a0it can also help those in serious need.<\/span> For example, most of St. Jude\u2019s operating funds are raised by private donations, making it possible for affected families never to receive a treatment bill. In teaming up with TEGNA\u2019s ABC10 in Sacramento<\/a>, the marketing plan helped to raise $755,500 for St. Jude Research through promotion via news stories, event announcements, and educational segments.<\/span><\/p>\n Any good plan starts with an outline, and<\/span> Hubspot has great templates to help you get started<\/span><\/a>. The outline should consist of a business summary, SWOT analysis, SMART brand goals and objectives, target audience personas and demographics, competitive analysis, market strategy, budget, marketing channels, and how to plan to measure success.<\/span><\/p>\n <\/b> Brand Goals & Objectives:\u00a0<\/b>What is your brand trying to achieve? Treat new patients? Educate audiences on a particular disease or condition? Increase donations?<\/span><\/p>\n Persona Development: <\/b>Who is most likely to use your services? Is it mothers with children who have a tendency to fall off the monkey bars? Is it seniors looking to be proactive with heart health? Or is it the<\/span> millennial<\/span><\/a> who believes mental health is just as important as physical health? Creating persona profiles<\/a> is a great way to help understand your target audience and the best way to reach them with advertising.<\/span><\/p>\n Research & Justifications: <\/b>Every good marketing plan is backed by data and research, which informs the strategy behind the plan. For example, TEGNA\u2019s new e-book,<\/span> Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/a><\/em>, shows consumers are frustrated with a lack of transparency surrounding costs. This indicates that a good marketing campaign will communicate how the brand alleviates this pain point.<\/span><\/p>\n Marketing Channels: <\/b>What platforms will best reach your target audience? Is it TV advertising<\/a>? What about Streaming TV platforms? Local news and lifestyle show appearances? A one-size-fits-all approach won\u2019t work here, and a variety of effective advertising platforms will be revealed in the research process. You\u2019ll also want to create a media plan to<\/span> Measurement: <\/b>When treating patients, you follow up to see the results. If they feel better, you know the treatment worked. If they don\u2019t, you alter the treatment plan. The same goes for marketing. How will you measure results? What do you consider a successful campaign? If your goal is patient education, will you measure that in impressions or website traffic? Knowing which platform or creative delivers the best results means you can continually optimize your campaign, leading to even better outcomes.<\/span><\/p>\n Every healthcare provider will have unique challenges and goals. Still, there are a few universal findings from<\/span> Checking the Pulse of Today\u2019s Healthcare Consumer<\/span><\/a><\/em> that can benefit a hospital\u2019s marketing and advertising messages:<\/span><\/p>\n When designing a hospital marketing plan, it should match the needs of your target audience. For example, consider the following:<\/span><\/p>\n Less than half of patients understand what differentiates the hospitals in their area. Therefore,\u00a0 hospitals have a major opportunity to highlight competitive differentiation using cross-platform video storytelling. Hospitals should \u200bconsider lifestyle integrations with trusted TV partners to help contextualize the hospital\u2019s critical role in its community.\u200b<\/span><\/p>\n Local news channels are vital for communities to receive patient education, as 55% of consumers learn about the latest health information from their local news. Additionally, 60% of consumers who get health information from local news trust brands that advertise in its content. These stations have earned the trust of their viewers and can amplify\u200ba hospital\u2019s message at scale.<\/span><\/p>\n For example, Methodist Healthcare in San Antonio partnered with KENS5 to help get the word out about the regional healthcare network\u2019s community initiatives – and the campaign was a success.<\/span> Click here to watch as Mike Malo, former VP of Marketing for Methodist Healthcare, tells us more about his relationship with TEGNA\u2019s KENS5.<\/span><\/a><\/p>\n <\/b>When audiences become captivated and emotionally connected to an ad, it improves brand awareness and ad recall and increases purchase intent. Before the pandemic, creative that performed well told a patient\u2019s story. During the pandemic, the best-performing ads focused on health and wellness \u2013 things like how to keep yourself safe. In 2023, we\u2019re seeing that viewers want to hear a caregiver\u2019s perspective as much as they want to hear the patient\u2019s.<\/span><\/p>\n Gartner reveals that only 53% of decisions are influenced by marketing analytics. Although marketers strive to be data-driven, cognitive bias and data management prevent obstacles. A marketing attribution tool – such as<\/span> TEGNA Attribution<\/span><\/a> – can help companies overcome some of these hurdles by providing information related to campaigns in a clear and digestible format. With marketing measurement, teams can determine which campaigns were successful.<\/span><\/p>\n Large audiences, trustworthy content to align with, high recall, emotional connections, extended reach, and opportunities to create more than just a regular commercial are just a few of the factors that make TV advertising so effective.\u00a0<\/span><\/p>\n Advertising, especially alongside trusted local news broadcasts, reaffirms a brand\u2019s place in the community and showcases that your brand can also be trusted with the right amount of frequency and exposure to target audiences. By aligning with the unique content opportunities that TEGNA offers, your healthcare brand has an opportunity to be the talk of the town.<\/span>\u00a0<\/span><\/p>\n From media planning, reaching target audiences, developing creative, and being your brand\u2019s champion, TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via<\/span> Broadcast TV<\/span><\/a>,<\/span> OTT Advertising<\/span><\/a>, and<\/span> Digital Solutions<\/span><\/a>, including Targeted Display and Retargeting,\u200b as well as campaign measurement \u200band optimization with \u200b<\/span>TEGNA Attribution<\/span><\/a>. \u200bTEGNA stations also offer a variety of customizable content sponsorships, as illustrated above.<\/span><\/p>\n Let\u2019s get in touch<\/span><\/a> if you\u2019re thinking of amplifying your hospital brand\u2019s TV efforts or joining TEGNA affiliates to serve the greater good of our communities.<\/span><\/p>\n A healthcare marketing plan details the organization\u2019s strategic outreach and communications to attract, guide, and engage consumers seeking healthcare services.\u00a0<\/span><\/p>\n Not only will an effective healthcare marketing campaign attract, guide, and engage consumers seeking healthcare services, but it can also help those in serious need by helping to increase donations to specific causes and foundations.<\/span><\/p>\n Generally, a marketing mix looks to communicate the four Ps of marketing: product, price, place, and promotion. Healthcare, however, adds three more elements to the mix: packaging, positioning, and people.<\/span><\/p>\n A healthcare marketing plan details the organization\u2019s strategic outreach and communications to attract, guide, and engage consumers seeking healthcare services. A marketing mix can include a variety of tactics, including, but not limited to, <\/span>TV advertising<\/span><\/a>, Streaming TV advertising, digital ads, radio, email marketing, social media, and print media.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Are you creating a hospital marketing plan? Here are a few key strategies to consider. Learn more about target markets, local advertising, differentiation, and more!<\/p>\n","protected":false},"author":4,"featured_media":12349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[84],"tags":[128],"class_list":["post-12333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-health-care","tag-hospital-marketing-plan","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12333"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12333\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12349"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}What is a Hospital Marketing Plan?<\/b><\/h2>\n
\n
What are the Advantages of Creating a Hospital Marketing Plan?<\/b><\/h2>\n
![\"Download](\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/04\/46108-In-article-CTA-banner-min-720x186.jpg\")
<\/a><\/p>\nHow Do You Write a Hospital Marketing Plan?<\/b><\/h2>\n
Components of a Hospital Marketing Plan<\/b><\/h2>\n
\n<\/span><\/p>\n5 Tips for Creating Your Hospital Marketing Plan<\/b><\/h2>\n
1. Understand Your Target Market<\/b><\/h3>\n
\n
2. Differentiate Your Hospital<\/b><\/h3>\n
3. Leverage Local Advertising<\/b><\/h3>\n
4. Utilize Storytelling<\/b><\/h3>\n
5. Define Key Metrics & Measure Results<\/b><\/h3>\n
Learn How TEGNA Can Support Hospital Marketing Plans<\/b><\/h2>\n
<\/a><\/p>\nFrequently Asked Questions<\/b><\/h2>\n
What Is Healthcare Marketing?<\/b><\/h3>\n
Why Is Healthcare Marketing Important?<\/b><\/h3>\n
What is the Hospital Marketing Mix?<\/b><\/h3>\n
What are Some Healthcare Marketing Strategies?<\/b><\/h3>\n