How to promote your hospital's brand message
Hospitals have a myriad of daily duties that must be undertaken, most notably making sure that each and every patient who comes through the doors is treated to the best of the facility’s ability.
While patient care and safety should always be the top priority of a hospital, there are other tasks that can’t and should not be overlooked.
One of those is promoting the hospital’s brand.
Why branding matters
Without promoting the various services and products your hospital can offer the local community and surrounding areas (without major medical facilities), you create several issues.
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- Lack of awareness;
- More questions than answers;
- Inability to grow your base.
So, what are some means by which your hospital can best market its products and services?
For starters, you may be inclined in today’s tech-focused world to steer away from the more traditional marketing tactics of mailing out pamphlets and pitch letters to the community—something that could be hurting your hospital’s ability to grow. Keep in mind that many individuals who go to hospitals for various reasons are older and may not even have a computer or easy access to one if they do. In these cases, more traditional mailings may be the only way to reach them.
If you are using the above-mentioned mailing tactics (and you should be), make sure the information offer is relevant and helpful, information that will not likely be discarded moments after arrival.
Blogging and social media
In the event you opt for more tech-focused brand promotion, two great vehicles are blogs and social media.
Starting with blogs, a hospital blog is a great tool for not only your administrative leadership, but also doctors (those who choose to participate) to keep the public informed on a wide-range of medical issues.
While many individuals today use the internet to learn more about their particular diagnosis, illness, surgery etc. they will often go to a known site such as a WebMD or others. Having your hospital’s doctors with their own blogs to discuss their specified areas of medicine can be very valuable not only for current patients to learn, but also prospective patients who may be considering coming to your facility.
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If you do choose to have a general hospital blog, individual doctor blogs or both, make sure the information is informative and updated regularly. There should also be an area for patient feedback.
When it comes to social media more and more hospitals have turned to social networking to spread their brand message.
Your hospital can reap the benefits of social media in a number of ways, some of which include:
- Talking about your products and services in real-time;
- Noting upcoming healthcare workshops the public can attend;
- Discussing the latest in generalized medicine and what is available for the public when it comes to treatments, medicines and more;
- Interacting with not only patients or potential patients, but also other medical facilities.
Taking care of the public will always be the top priority for all hospitals, but spreading their brand’s message is something that they always want to remain current and healthy.
About the author: Miguel Salcido has been a professional search marketing consultant for over 11 years. He is the founder and CEO of Organic Media Group, a content driven SEO agency. He also likes to blog at OrganicSEOConsultant.com and share insights in advanced SEO.
Birdie aims to reinvent elderly care with tech
British startup Birdie has announced it has raised £8.2 million to invest in innovation and scale up the business.
The company's announcement is timely as it follows the criticism of the UK government over their lack of a plan for social care, despite acknowledging the sector is in crisis - around a quarter of the UK's home care providers are on the brink of bankruptcy due to a lack of funds and staffing.
Birdie was born with a mission to "radically improve the lives of millions of older adults", by using app-based solutions, IoT and machine learning to put preventative care at the forefront. The company was founded by Max Parmentier, after experiencing his own frustrations with the care system - his grandfather struggled with the impact of life in a care home, but lacked any other option.
In 2017 Parmentier partnered with venture builder Kamet Ventures to set up Birdie, in a bid to fix this problem. Since then, Birdie has partnered with almost 500 providers across the UK, and supports more than 20,000 older people every week. In the past 12 months alone the number of people Birdie supports has got six times greater.
Birdie’s solution is an app to help care providers deliver more coordinated, personalised and preventative care, by giving them access to digital assessments, medication scheduling and planning tools. By using digital tools to take care of admin, staff have more time to spend with their care recipients.
The new investment will be used to fund Birdie’s next phase of growth in the UK, as the company scales to meet the rapidly growing demand of the aging population. The company will also invest in product innovation, creating new features to address customer requests.
In addition, Birdie is piloting new care models, including partnering with the NHS to identify COVID-19 symptoms, building predictive pharmacy models with AI, and helping health authorities to detect early warning signs of patients’ health risks.
Internally, Birdie is committed to having a progressive company ethos. All salaries are transparent, and staff work asynchronously to maximise flexibility and equity. Staff members also volunteer in their local community during office hours, and the company offsets all its emissions.
These efforts have led to numerous awards, including having the best SME culture in the UK, an Honorable Mention in the Health category of Fast Company’s 2021 World Changing Ideas Awards, and innovation in care at the LangBuisson awards.
“We believe the future of care for older people should be helping them to live at home for as long as possible through the delivery of personalised and preventative care" Parmentier said.
"Birdie is already the partner of choice for caregivers up and down the UK, and this new funding will help us rapidly increase the number we partner with and what we can offer them - meaning more people benefiting from more affordable, quality care. We’re proud of our mission and the values we embody to pursue it.”