Nursing staff, physicians, and executives can be a hospital or health system's best brand ambassadors. Don't overlook them when you're planning your next strategic marketing or advertising campaign.
While hospitals and health systems search for more likes and shares on Facebook and followers on YouTube and Twitter, they may be missing a ready and willing audience—their own employees.
But, more and more organizations are realizing that workers, whether they are clinicians, administrators, or volunteers, are some of the best brand ambassadors. Here are three recent examples of hospitals using their employees in marketing and advertising campaigns.
1. Tennova's Rebranding Campaign
Created in 2011 when Health Management Associates (HMA) bought Knoxville, TN–based Mercy Health Partners, this six-hospital system was renamed Tennova. But, instead of just announcing the new name with a press release, HMA used it as an opportunity to kick off a full-scale branding multimedia branding campaign that featured physicians, chaplains, and volunteers in its ads.
Jera Sangworn, marketing and communications manager for HMA's Tennessee Division, says using employees in the elevator wraps and billboards to announce the new name along with the tagline, "It's Good!" also helped longtime employees of the Mercy system accept the new name and new direction.
"It was a good opportunity to make sure they were involved in a lot of the advertising that we did because that's really important to us—to make sure that they come along side us." Getting your employees on board makes it easier for the community, and therefore patients to go along with you, too.