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| Build Relationships and Deliver on Your Promises |
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Consumer watchdogs are currently taking aim
at healthcare organizations regarding ethics in advertising. What I like about this month's article
is that it shows us how to build relationships and trust through our advertising. These are principles that I have based my business on and it hasn't steered me wrong yet.
Enjoy this month's HealthLink
Robert J. Loeb, President & CEO
Vericom Corporation |
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| Six Strategies for Crafting 'Ethical' Hospital Advertising
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A recent article in the Archives of Internal Medicine raises questions about the ethics of hospital advertising. The study of 17 university medical centers reveals that certain direct-to-consumer advertising conceals risks and plays on fear, vanity or other emotions to attract patients. Even further, it suggests that some ads create a sense of need
in otherwise healthy patients. Hospitals have watched from the sidelines as drug companies' advertising practices have taken the heat. Educated consumers are now setting their sights on holding hospitals accountable.
Remember that the messages sent to the public through advertising reflect on the entire healthcare organization. It is not just the responsibility of the marketing department to pay attention to these issues. The buck stops
at top leadership. To avoid potential pitfalls in healthcare advertising, be mindful of the priorities of your audience. Make them aware of what you offer, without suggesting that they need it. Don't promise what you can't deliver. That will hurt your brand immensely. Make the crafting of the advertising message an inclusive process involving those who design and deliver the care, marketing, and senior staff responsible for specific service lines.
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| Read the full article - Powered by HealthLeaders |
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| Case Study - SoundCare proves to be the most cost-effective marketing tool for Medical Center Hospital
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Medical Center Hospital (MCH) is a 363-bed facility providing comprehensive, compassionate medical care to the residents of Ector County, Texas and the surrounding counties of the Permian Basin. In this highly competitive market, MCH marketing knows that promoting services is necessary to stay visible and foremost in the minds of consumers, and return on marketing investment is crucial. Vericom's SoundCare on hold communications solution enables MCH to promote its services, differentiate itself from the competition, and bring in new patients more cost-effectively than any other marketing medium.
As a public hospital, MCH will treat any individual with the best of care regardless of his or her ability to pay. Still, people have a choice, and with significant competition in the area, MCH's advertising strategy is aggressive. "We have found our on hold messages to be one of the most cost-effective forms of marketing that we utilize. We are able to personalize each message and tell our callers what services we provide here at Medical Center. While a caller is on hold, we have the chance to capture their attention for a few seconds, and educate them on what we have going on here at MCH," says Bill Webster, Chief Executive Officer, Medical Center Hospital.<
MCH marketing also relies on advertising to spread the word about their exceptional patient care and customer service. They know that the reputation they've built through word of mouth and patient education will help people to make the right choice in utilizing MCH. "People have choices not only within our community, but they can also leave town and go to Houston or Dallas for care," says Renee Henderson-Earls, Executive Director of Communications and Marketing. "Through SoundCare, we are able to let them know we are going to treat them like our own family. It is this difference in service and compassion which sets us apart from the competition."
SoundCare delivers real results for MCH. Focus groups have demonstrated that people remember learning about MCH's offerings through SoundCare. As an added value, SoundCare enables MCH to be a good corporate citizen and advances its role as a public health leader by making health information more readily available to the community. "SoundCare brings us new patients, is delivered by a company that knows exactly what it's doing, and offers the best return on investment for us," says Earls.
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| Read the complete Medical Center Hospital Case Study |
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| Frequently Asked Questions (FAQ) |
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Why is SoundCare so effective for the healthcare industry?
Healthcare communications is all we do. Our on-staff clinicians and health writers ensure the clinical integrity of each message we write and produce. Our studio staff and professional voices understand the complexities and nuances of healthcare and are able to adapt their tone and style to communicate key messages to your diverse audiences.
SoundCare's service includes our proactive client support model. We are constantly surveying the national and local healthcare landscape to deliver communications opportunities that are valuable to you. These opportunities include all types of healthcare related information from drug recalls to weather emergencies. Often times our clients hear about these issues and events from us first. We stay abreast of these issues, understand how they will affect our clients and their communities, then develop communications programs for our clients to use.
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