Making patients, not doctors, the focus of marketing efforts helps New York-Presbyterian Hospital connect with consumers newly empowered to pick and choose among healthcare providers, said the hospital's chief marketing officer.
"Large organizations need to have a strong brand with a cohesive message that stands out," David A. Feinberg, vice president of marketing and chief marketing officer at New York-Presbyterian, the nation's largest hospital, said in an interview with Mashable.
The hospital's marketing efforts reinforce its mantra that patients come first, according to Feinberg. Patients are the stars of a successful new advertising campaign featuring unscripted comments about their experiences at New York-Presbyterian.
"All of the words come directly from the patient and really showcase what is meaningful to them," he told Mashable. "We hope they create a positive impression; we know they are inspiring and helpful to those who see them. People have connected with the ads, often giving themselves the courage to get the medical care they need."
The marketing organization is measuring its impact by analyzing "types of reputation" across the hospital system and working to link marketing activities with patient volume and revenue, he said.
Healthcare marketing as a whole is "uninspiring" because it often emphasizes advanced technology or a team of experts, FierceHealthcare recently reported. Citing one of New York-Presbyterian's campaigns, another healthcare marketer contends patients are more likely to be inspired by marketing campaigns emphasizing the human touch of the personalities behind the hospital provide.
Recent healthcare marketing trends previously highlighted by FierceHealthcare include gearing messages toward mobile audiences, keeping messaging short, prompting consumers to subscribe to social media feeds rather than just "liking" them, and delivering clever, creative messages that make people laugh and prompt sharing with friends.
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