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Health Care Marketing Needs To Get Personal –

Consider these two scenarios for a patient we’ll call Abby:

Hospital A

A very pregnant, 28-year-old Abby is referred to Hospital A by her OBGYN. She checks in and they deliver her baby. The hospital gives her excellent care for 48 hours and sends Abby and baby home with their best wishes. Barring an emergency, or another birth (and referral from her doctor), they may never see or treat Abby again.

Hospital B

A very pregnant, 28-year-old Abby is referred to Hospital B from her OBGYN. She checks in and they deliver her baby. The hospital gives her excellent care for 48 hours and sends Abby and baby home with their best wishes. Plus, a thoughtful basket of formula, diapers, wet wipes, and a book with $100 in coupons good at their in-network pharmacy. Three days after Abby’s delivery, one of the hospital’s customer care specialists calls Abby. She checks on her and the baby, and to see if Abby has any questions or concerns. The same specialist calls back after a month, and again after three months. She checks on Abby and baby, and thanks her again for trusting the hospital with her delivery. Now, having spoken at least three times, Abby considers the specialist a friend.

During this same 90-day period, the hospital emails Abby helpful information about post-partum recovery. They send her exercises she can do at home and the milestones to watch for during baby’s first year. In the Fall, they send Abby a reminder about flu shots with a funny pic of a baby dressed like a pumpkin. She gets another postcard in December that matches content she sees on the hospital’s Facebook page. It’s all about what to do if baby shows signs of RSV or croup. On baby’s first birthday, another cute card arrives. And, when Abby turns 30, she gets a birthday card along with a fun checklist for how to be healthier in your 30s. At 32, Abby gets pregnant with baby number two at the same time her girlfriends are due with their firsts. What hospital do you think Abby will recommend for delivery?

It’s Time To Take Control Of Your Health

Health care at every level is about trust and relationship, and those take time. They take intention and sustained communication. But for those smart enough and nimble enough to build a forward-thinking, patient-centric health care marketing plan, the longtime prognosis is excellent. Those are the companies that will win the next decade.

CHRISTINA MCKINNEY is Group Account Director at  LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising and marketing, leadership, culture and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.

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