A hospital’s brand and reputation are critical to attracting not only loyal patients but also employees and partners. Hospitals work hard to build trust and a strong reputation in their community and beyond, and they need to implement strategies to maintain and protect that reputation.
As a healthcare marketer, you can leverage marketing and advertising efforts to aid in the maintenance of your organization’s hard earned reputation. A consistent brand messaging is necessary for establishing a stable, definite presence and status.
Brand reputation is built, and eroded, online. A robust online management strategy will help protect your brand’s positive digital footprint, increase patient acquisition, and enhance population health initiatives.
Take charge of online search results with carefully chosen search engine optimization strategies. Make sure your hospital’s pages appear first on search engines. Page results are essential to managing your hospital’s reputation and brand recognition.
Do you know how your community perceives your brand? Monitoring your brand is easier than ever with the prolific opinion sharing on social media. Whether justified or not, everyone has an opinion, and they are more than willing to share it. Make sure you are part of the online dialogue.
In its effort to gain trust and credibility, an organization must not just be aware of what is being said about them online; they need to apply resources to responding to comments, posts, and tweets. Engaging in the conversations with online readers is crucial to show that you value your community’s opinion and care about their concerns. Moreover, your response to positive or negative comments will be seen not only by the person who commented but by many other potential patients. A humble, direct response that either seeks to address concerns or acknowledge positive feedback show your commitment to transparency and patient experience. How you respond will play into your brand promise of what patients can expect and how the hospital will perform.
Share positive reviews in your offline marketing materials like brochures, local ads, and on popular review sites. Recognizing employees and volunteers for excellence, highlighting awards, and being involved in community events are also great ways to promote your brand. Brag about your areas of strength and improvement to differentiate you from the competition. Differentiators can include your history in the community, physician ratings, awards, and excellence for specific service lines.
Your brand is one of your hospital’s most valuable assets, so you need to provide considerable attention to its care. Remember, the stronger the brand, the better your hospital’s reputation will be.