How Hospital Advertising Is Changing the Healthcare Industry
Hospital advertising has become a major force in the health care industry, with the proliferation of direct-to-consumer marketing by hospitals and other providers. While some argue that hospitals should be free to advertise like any other consumer products maker, others believe that the proliferation of health care advertising raises serious ethical issues. One group of faculty from the University of Pittsburgh and Carnegie Mellon even published a paper early this year in the American Journal of Bioethics suggesting that hospitals are likely to mislead patients in their advertisements, arguing that they should be subject to the same regulatory requirements as drug ads.병원개원마케팅잘하는곳
To reach prospective patients, healthcare marketers are using a variety of channels, including social media, television and radio spots, podcasts and website banner ads. Many hospitals are also using patient testimonials to boost their credibility and appeal to potential customers. The most effective hospital advertising campaigns are those that focus on the community, as these ads are most likely to be seen by potential patients. This is particularly true for neighborhood hospitals, which are designed to serve the needs of a particular area of town.
These neighborhood-focused advertisements often introduce newborn babies, showcase donor stories or highlight the hospital’s role in the community. They can also be used to promote specific areas of specialization, such as women’s services or asthma treatments. For example, Metropolitan’s ad campaign for women’s services focuses on their recent upgrade to high-tech equipment in their obstetrics department, which is intended to attract new clients.
Targeted advertising can be a great way to reach potential patients, especially in urban areas. For example, the city of Chicago’s hospitals have used billboard ads to promote specific services. This was especially effective during open enrollment when the hospitals wanted to make sure that their name popped up top-of-mind for those who were considering changing insurance providers.
Another hospital that uses targeted advertising to reach potential patients is SickKids, a Canadian institution famous for its research into rare diseases and children’s health. Its latest advertisement features several Canadian icons, including actor Seth Rogen and Toronto Maple Leafs center Auston Matthews. The spot combines humor and heartwarming elements to create a well-rounded campaign that resonates with audiences.애드리절트
While not every healthcare marketing campaign can be as successful as the campaigns featured above, it’s important for hospitals to use their resources wisely. This means focusing on highly targeted advertising and using their budgets to reach potential patients in the most efficient manner possible. A targeted advertising agency such as Healthy Ads can help healthcare marketers achieve this by placing their ads on sites and blogs that cater to the fitness, health and medical industries. Contact us today to learn more about how Healthy Ads can help your hospital reach its target local audience!