Marketing to Referring Physicians - AAMC Presentation 2012
8 Elements Missing from Many Healthcare Marketing Program
1. 3. COMMUNITY BUILDING
Healthcare marketers should embrace their role as online community builders, creating and
maintaining forums where patients and family members can gather and share information.
1. Patients
It’s absurd that the voice of the patient doesn’t inform more healthcare communications
programs. Patient input should serve as the foundation of everything we do.
2. PHYSICIANS
It is time for hospital marketers to get involved in
physician relations and explore new ways to engage
this vital audience. Start by integrating online video
and social media into the mix.
5. INTEGRATION
Think of the power and
possibilities of a consistent
message communicated
across multiple platforms:
YouTube, Pinterest, Instagram,
Facebook, Twitter and Google+.
6. ONLINE VIDEO
2013 is the year of online video content adoption. Consumers expect video, and hospitals
need to get on the bandwagon. You’ve got doctors – let’s meet them via video.
7. WELLNESS & PREVENTION
The time is now to learn how to promote population
health and wellness. Hint: create communities of shared
interest (women’s health, diabetes, hypertension, etc.).
8. SEGMENTATION
You’re not marketing to one homogenous audience. You have
many niche groups with varied health interests. Utilizing social media
tools is a perfect way to segment and engage your audiences.
4. DIALOGUE
Hospitals and healthcare
systems should be having
conversations with consumers,
not talking at them. The days
of spewing content and
hoping for results is over.
Engage. Engage. Engage.
Jennings is a healthcare marketing agency based in Chapel Hill, NC.
To find out more, email Dan Dunlop at ddunlop@jenningsco.com or visit jenningsco.com.
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