Don't Let Marketing Language Mislead Patients
Using outside sources to validate material is another method to ensure accurate and balanced information. If clinicians or providers do not have time to review marketing materials, marketers can use third-party accredited sources to validate information, advises Elizabeth L. Scott, Principal Stategist for Raven New Media. The third-party option also helps marketers keep their materials fresh as the industry changes and new medical information becomes available.
"This information usually comes bundled in a health information encyclopedia, health risk assessments or service line information. If fed into your website dynamically, the information should be current and refreshed as needed by the source," Scott explained.
Marketers do not need reminders to point out the positives of a particular service. Keeping accurate information in check is also important, even if it means telling the potential patient the risks. In terms of the robotic surgery marketing information that is on many hospital websites, perhaps there should be an added disclaimer such as the one listed at the bottom of the Phoebe Putney Memorial Hospital website:
As with any surgical procedure, individual results may vary. Benefits of minimally invasive surgery cannot be guaranteed as surgery is both patient and procedure specific.
Questions? Comments? Story ideas? Anna Webster, Online Content Coordinator for HealthLeaders Media, can be reached at firstname.lastname@example.org.
Follow Anna Webster on Twitter
- CEO Exchange: Preparing for Population Health
- Advocate, NorthShore Deal Would Create 16-Hospital System
- Better HCAHPS Scores Protect Revenue
- Narrow Networks Cut Costs, Not Quality, Economists Say
- 3 Strategies for Retaining Millennial Employees
- Power of price: In South FL and the nation, healthcare costs often are shrouded in secrecy
- Hospital mergers may lead to higher prices
- Healthcare data of 1 million NJ patients compromised since 2009
- 'Early Offer' Malpractice Programs May Spur Reform