“Conquesting” New Patients in Healthcare Marketing

“Conquesting” New Patients in Healthcare Marketing

You probably already have ads out there targeting specific populations based on demographics to promote awareness of your hospital and attract new patients.  Now, let’s take it to the next level and apply that marketing strategy with location.  What if you could target your competitors’ patients and feed them ads about the benefits of switching to healthcare providers or services at your hospital?  Sounds cool, right? Picture this.  A patient is sitting in the ER waiting room at a nearby hospital, anticipating his turn to be seen.  To pass the time, he plays games on his smartphone, looks at his social media feeds, and browses various websites.  An ad pops up promoting your hospital, specifically the short wait times in the E.R.  The patient doesn’t have to think twice about what he should do.  He packs up and makes the trip across town to your hospital for that faster service. Location-based mobile advertising, called geo-conquesting, allows you to specifically target potential patients who are physically located at your competitor’s location.  On average, smartphone users are on their phones more than 150 times a day – making it an easy way to reach consumers who are interested in the services you offer. With geo-conquesting, you set a virtual perimeter around competitor hospitals, clinics or health centers.  This allows you to target ads to smartphone users who enter within the set perimeter.  Remember, you need to give patients a valid reason to leave your competitor.  Whether you are promoting exercise classes, parenting education courses, webinars or simply wanting to increase volume with new patients, geo-conquesting can help reach people who are...
The Transition of the Chief Marketing Officer to the Chief Growth Officer-It’s the Real Thing

The Transition of the Chief Marketing Officer to the Chief Growth Officer-It’s the Real Thing

Last year brought about many major shifts and conversations in the healthcare industry; from new national health plans to ongoing debates of repeal or reform of the Affordable Care Act. All of these have had an impact on healthcare marketing and most organizations are holding tight on any specific directions until policies are determined. Another trend that healthcare marketers have to watch, based on what has occurred in the land of big brands, is the shift from the Chief Marketing Officer (CMO) to Chief Growth Officer (CGO). Leave it to Coca-Cola, one of the best known and most valuable brands on the globe to lead the way. When its CMO resigned in 2017, Coca-Cola didn’t replace his position, the first time it was without a CMO in a couple of decades. Rather, it hired a CGO and now other big brands have followed suit. This trend will certainly lead to some alterations in hospital marketing departments, too. The rationale for this change at Coke was that it was part of a restructuring to turn the company into a “growth oriented, and consumer-centered   organization.” Wait, what? Coca-Cola replaced its top­ ranked marketing executive with another position that will generate growth and provide a consumer focus. Isn’t that marketing’s job? Shouldn’t a top marketer be doing that? Bottom-line, marketing at Coke and at many global brands, is not seen as a “growth” department; one that adds revenue, new operations, and new customers to the organization. Startling, yes-and here are some supportive statistics: Nearly one-third of CEO’s considered firing their CMO in 2017 according to Forrester Research The average tenure of...
Subscribe to Our Newsletter
Sending
Real Time Web Analytics