As hospital and medical practice groups expand in South Florida and others arrive from the central part of the state, healthcare entities must do more to maintain top-of-mind awareness. Strategic marketing in traditional and digital media will help them make the first choice for surgery, treatment and other forms of care.

There are four well-established, powerful ways doctors and hospitals communicate that will resonate with people seeking medical advice and care. The three common options are to build a department yourself, bring in an independent PR-marketing agency or a combination of the two.

Today, the lines have blurred between traditional advertising, PR, digital and social media consultants. The goal is to reach and engage your target audience(s) based on how they consume information and news; not an easy task. The following are some ideas:

Advertising

Medical advertising has been around for centuries in newspaper and magazine ads. Healthcare marketing took off in the 1970s, shortly after Medicare and Medicaid were created. Doctors and hospitals started marketing directly to consumers through TV, radio and billboards.

Today, they can—and still do—reach people through traditional media. The internet has opened the door to a more precise way to reach patients with specific needs. A doctor can pay for a sponsored result when an individual searches for information on an illness, disease or treatment. Social media ads can be directed at people of a certain age, income or neighborhood.

Publicity

People often scroll past ads on their phones, and sustained ad campaigns can be expensive. Obtaining publicity is often cheaper and more credible. Doctors in private practice or at a hospital can establish themselves as experts on a new or common disease or a novel treatment. They can be quoted in articles or interviewed on TV, providing insights and recommendations.

Doctors can also gain a reputation within their profession by writing articles and research papers for well-regarded medical publications. Their insights and findings can establish them as experts, leading to patient referrals, speaking engagements and other ways of becoming better known and respected.

Each approach has advantages and disadvantages. Being treated as a news source rather than a self-promoter comes off as more genuine and trustworthy. On the other hand, a medical practice or hospital has more control over where and when an ad appears. It has a full command of its wording and appearance. When used intelligently, the two can complement each other and raise awareness of patient care.

Digital Media

It should come as no surprise to anyone in healthcare that medical marketing now exceeds $30 billion, says JAMA. Much of the increase can be attributed to the rising popularity of digital media, which takes many forms. 

Videos

The most popular ones today are visual. A 30-to-60-second video can answer a medical question, describe a new form of treatment or highlight a patient’s journey from illness to wellness. Videos humanize not just the treatment but also the doctors and hospital staff members providing it. Most practices have YouTube channels using embedded videos on their blogs, social posts and to satisfy the public’s need to learn more about their health and wellbeing. It is interesting to note that YouTube is now the second most popular search engine.

Social Media

A growing number of people are turning to social media for answers. A HubSpot study found that nearly 1 in 3 people look there first when they have a question. Doctors and hospitals need to have a presence there, especially if they are trying to attract the attention of GenZ and millennials.

With more people cutting the cord, social media platforms are a good way to share news coverage. However, ads should be handled with care. They’re not popular, and a sales approach to medicine could be negatively viewed.

Newsletters

All the news, videos, and other content generated in traditional media can be repurposed in a newsletter or eNewsletter. Sharing information with patients and people who interact with a medical practice or hospital can build and preserve top-of-mind awareness. It can also generate referrals, as newsletters are easy to share via email.

Owned Media

What is owned media? Websites like WebMD, Mayo Clinic, Healthline, and Cleveland Clinic. Unlike social media where owners such as Meta or Google control how information is shared, these websites publish their information the way they want on a platform they control.

Doctors and hospitals can provide more detailed information related to their specialties. The website should also publish basic information such as location, hours, services, job openings, and contact forms. 

Blogs

It’s not enough to be a resource, though. A blog or news page is an effective way to share news about new services. Facilities and practitioners. Media coverage can be reshared, as can highlights from social media. Hospital directors can share official news, and the public can be notified of health emergencies.

B2B

As we in the healthcare marketing profession know, sometimes, it might be more efficient and cost effective to target a physician audience versus the millions of current and prospective patients. Hospitals want doctors seeking privileges at their hospital or surgery center, while specialists are looking for new patient referrals from other physicians and paraprofessionals. Trade publications like South Florida Hospital News can work while LinkedIn, YouTube and eNewsletters might also be a good fit.

Donald Silver

Chief Operating Officer