Hospital Branding: Do you click with your audiences?

Hospital Branding: Do you click with your audiences?

This question used to be asked differently – “do your audiences click with you?”  Meaning, do they engage with your messages, watch your commercials, open your direct mail, or subscribe to your email. Today, it works differently.  It’s your brand’s job to click with its audiences in a way that encourages them to opt-in and engage with your organization.  These HubSpot statistics are a bit scary and support who’s really in control of message delivery and reception: 95% of consumers say they have skipped TV ads 98% have unsubscribed from an email 53% cite that there are direct mail pieces that go unopened 66% have requested to be on a “do not call” list: Approximately 200 million Americans have registered their phone numbers on the FTC’s list As written about in other posts on this blog, branding has become deeply personalized and consumers have more choices than ever to pick the messaging and products that best meet their persona.  The more you understand your consumer; their likes and passions, goals and problems, the better you’ll be able to add value to their lives. And, the more likely they’ll be to seek you out for the content and services that match their lifestyle, and healthcare needs.  According to HubSpot, this new age of inbound marketing is about providing added value and earning customer loyalty, instead of simply pounding a message into consumers’ heads and hoping it will stick. Inbound Marketing Offers Abundant Opportunities. When consumers seek your brand via online strategies or have an interest in your content, you have a significantly better chance of converting them to customers than if you reach them...
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