Marketing and Branding in Healthcare to Increase Revenue


 The healthcare industry has changed over the years. Today, there's a lot of competition, and it's time healthcare facilities started thinking in the line of marketing and branding.

Consumers have become so picky, so healthcare companies must find better ways to communicate with them effectively. In this regard, there are more challenges, while many opportunities also arise if rational measures are taken.

Healthcare facilities have adopted branding and marketing in their strategy. Think of your local health facility that now updates their social media profile - from Facebook to Instagram. The best of all is that they now have a fully customized website to give their patients the best experience ever. Patients can now schedule telemedicine services directly from their websites and many more.

However, it's a challenge to most healthcare organizations, especially if they've been in business for long without thinking about marketing and branding. In this post, we will break down some of the branding and marketing strategies healthcare organizations can leverage in today's market.

Let's dive in.

 What is Healthcare Branding?

Healthcare branding is the way you communicate with your prospective and current patients. 

It is essential to understand that branding is more than marketing and advertising. It involves stating your mission and vision statement and maintaining your unique selling proposition as a brand.

How HealthCare Systems Can Market and Brand their Services?

1.Do a market research

The first step to marketing and branding your healthcare company is to do market research and know your competition. Carry out a SWOT analysis and come up with ways you can exceed your competitors. Above all, remember to have a unique selling proposition because that's what will differentiate you from the crowd.

For example, if you intend to create a health wellness application. It would help if you did market research to see what your competitors have developed so far. Check if there's any gap you can fill and exceed your clients' expectations. Also, check to see if there are a few things you can borrow to stay relevant.

2.Take into account online user experience

Websites have become critical to any business, including the healthcare industry. Instead of focusing on just having a website, make sure it is optimized for excellent user experience. If not, prospective patients may never return to your website.

Put yourself in your client's shoes and see if they would quickly know where you're based, what you offer, who they can contact, and any other medical perks you have. Go straight to the point and state clearly what you do. Also, don't fail to position your contact button in a strategic place.

That said, user experience is critical in web development. Don't let your web developers emphasize the looks while ignoring the essentials, such as the user experience.

3.Define your mission and vision statements

The healthcare industry is mission-driven. Overall, every healthcare facility has one goal - to make their patients feel better. However, it's how you present your mission and vision statements that will differentiate you from your competition.

A mission and vision statement will identify your healthcare brand in a way that others don't. As a business, you'll have to focus on how best you can fulfill your patients' mission and vision statements. 

Every patient wants to know what's in it for them. Is it the best healthcare facility they can find? Do you value them as clients? Do you specialize in a specific disease, or do you provide the best care? It is best to convey these. 

4.Tell a story

The healthcare industry focuses on human beings, and as such, you need to find a better way to make your prospective clients relate well with your brand. People are obsessed with stories and can relate well to them. If you have a touching story that relates to what your healthcare brand offers, speak it out.

You never know how big this story can impact your healthcare brand. People relate to stories and build trust with your brand. Once you win their trust, all you need is to deliver the best services in line with your mission and vision statements.

Meanwhile, a story must not be all about you. There are a couple of ways you can approach this marketing and branding tactic. For example, you can give a story of how your healthcare facility was founded and why it was founded. Please bring back the old memories and let people relate to them.

A good example of a brand story is that of the Pill Club. Pill Club founder had worked at a healthcare startup, and throughout this period, she noted numerous challenges women with birth control faced. In her opinion, the process of getting a birth control prescription was tedious and needed to be simplified.

Instead of maintaining the tedious process of birth control prescription at Pill Club, they came up with online consultations where women could reach out to a doctor and then get a prescription without visiting the healthcare facility. This has been a huge success, and their patients have become loyal customers. 

5.Leverage traditional media

It's true that we have walked great miles and that we have advanced in technology. However, that doesn't make us forget about traditional media marketing techniques such as radios, televisions, billboards, and newspapers. These traditional media channels can still play a significant role in marketing.

Hiring a healthcare marketing professional is the best way to ensure that your target customers see your advertisements. Advertising in just any radio or television station can drain you financially without knowing. Also, putting up a billboard in the wrong places is an absolute waste of time. In a nutshell, make sure your marketing and branding efforts are bringing a positive ROI.

6. Master of Science in Healthcare Administration

Healthcare is a fast-evolving industry and it is extremely important to keep up with the industry by adapting to the changes and keeping patients informed. This is an essential step in the marketing process because keeping the information that is provided timely and relevant is essential for establishing credibility. At AVU, we know how marketing and management are important for healthcare facilities. Having that in mind, our instructors go above and beyond to get our Master's in Healthcare Administration students ready for what's to come in regard to the new healthcare industry changes. 

Healthcare branding and marketing needs more than just marketing. You need to understand the healthcare industry to be able to plan and execute winning healthcare strategies. A MSHA will equip you with the skills and knowledge needed to plan and execute your healthcare marketing and branding.

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