As a marketer, I always want to know about the latest great idea being used to successfully push a message and persuade the recipient of that message to take action. Everything from guerrilla marketing tactics, to big time television campaigns, to finding the right online balance for building relationships. It’s all incredibly fascinating to people like me.
For marketers tasked with promoting a hospital or multi-facility medical center, the challenges of building the brand, conveying community involvement, and actually attracting new patients with serious needs to the hospital can often be daunting. In the commoditized world of “all hospitals and doctors are the same,” it’s very difficult to move a base of potential patients away from that perception and dramatically convey a difference. The tools and tactics utilized to demonstrate true added value that no other hospital can provide are frequently dated, over-used by all, and increasingly ineffective.
So, how can a hospital demonstrate true brand differences in patient experiences over their competitors, and raise the bar of successful hospital marketing to a higher level? Let’s first look at the landscape…
The near future will certainly be filled with high expectations. Aging baby-boomers are the first generation of computer-savvy patients who demand tighter connections, better relationships with providers, online ease and convenience, and health care that is uniquely relevant to them as individuals. They are now – and will be in the future – “very tough customers.” Communicating with these tough customers means connecting with them in ways that THEYwant, and in ways that are convenient and appealing to THEM.
What better conduit to do just that than:
- A confidential online tool accessible only through a hospital’s website that will reveal to a potential patient his or her very own degree of risk for serious health problems
- A software application that uses deep, scientific data to calculate an individual’s risk based on the person’s own medical information
- Printable recommendations that summarize the individual’s risk and what to do about it
And all at the patient’s choice of time, from the privacy and convenience of his or her own computer.
Our new Heart Health Profiler is different from any other risk assessment tool in the marketplace today, and different from anything anyone has seen before. What makes the Heart Health Profiler so very effective is that it really connects with patients like nothing else does.
The reasons can be attributed to a series of broader theories at work. In their bestseller on smart marketing, Made To Stick, authors Chip and Dan Heath describe how we must explain ideas in terms of human actions and sensory information. The Heart Health Profiler isn’t just deep science; it is also very carefully designed to captivate the users’ attention and make ordinary information very personal and memorable enough to stick in their heads. It is visual, meaningful, and personal, and it engages users via their own interaction. In numerous different ways, it is “made to stick”.
For these reasons, the Heart Health Profiler:
- Attracts more high-risk patients
- Tracks data and responses for CRM use
- Bolsters the host hospital’s brand
- Boosts referrals and high-end procedures
- Pays for itself with just one new major cardiac procedure
From a hospital’s perspective, it is important that the Heart Health Profiler is a turn-key solution, available to only one hospital in any competing geography.
Don’t just take my word for it. See the Heart Health Profiler and experience it for yourself. Contact us to see a demonstration, or you can take a peek at a version we recently launched for Mount Sinai Medical Center in Miami:Mount Sinai’s Heart Healt Profiler
The Heart Health Profiler’s very successful, early results may just confirm this to be The Hot New Idea.