3 Secrets to Successfully Marketing Robotic Surgery
One of the many ways hospital marketing stands apart from commercial marketing is that things can get real technical, real fast. Sure, some product advertisements include technicality as a marketing tactic—I'm looking at you Dyson Ball Vacuum—but with complicated healthcare procedures, marketers have an obligation to inform the patient of what is involved.
The question is, how can hospitals most effectively get the message about complex technologies to potential patients? Let's look at the marketing strategies of two hospitals that boosted their rates of robotic surgeries.
1. Deliver the message via multiple channels
Southwest General in Middleburg Heights, OH, has recently been promoting robotic-assisted gallbladder surgery. The hospital's new da Vinci surgical system allows surgeons to use just one tiny incision in the patient's belly button, making the procedure virtually scarless.
The hospital's integrated campaign includes print, radio, digital advertising, and social media.
"The ability to provide the message in multiple media outlets amplifies the understanding and interest level by potential customers," says Albert Matyas, vice president of marketing and business development for Southwest General. "It is really about educating the public about the new technology so they can gain a better understanding and discuss it with their caregiver."
- CFO Exchange: Smartphones Poised to Disrupt Healthcare, Says Topol
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013
- How Digital Strategy Shapes Patient Engagement at Boston Children's Hospital
- CNO on Hospital Redesign: 'You Can't Over-Communicate'
- Carondelet to Pay $35M to Settle Fraud Allegations
- Some Cancer Hospitals' Quality Data Will Soon Be Public
- PA Ranks See 'Phenomenal Growth,' Lack of Diversity
- Consumerism Drives Healthcare Branding, Rebranding Efforts
- CA Powers Up $80M HIE to 'Create Value in the Data'
- 3 Traits Personality Assessments Can't Reveal