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3 Mobile Strategies for Growing Hospital Market Share

Marianne Aiello, for HealthLeaders Media, August 22, 2012

Alford-Pomeroy was then able to determine the number of visitors coming from a newspaper ad, magazine ad, or direct-mail postcard. Though most people still scheduled their appointments through the hospital's main website, about 15% of request forms came from QR codes.

Marketers also found that women visiting the page via QR code were more likely to complete the request than women who found it from another route.

Use geotargeted mobile display ads
The real value in mobile marketing is using geotargeted mobile ads. That means beyond targeting users based on their demographics, you can target them based on their current location.

Baltimore's MedStar Harbor Hospital recently launched a mobile display ad campaign targeting 20 local zip codes in order to increase awareness of the proximity of its ED to the downtown and surrounding neighborhoods.

"Time is of the essence when finding emergency care and we want to educate Baltimore area residents and business professionals in a compelling and innovative way that quality emergency care is only minutes away at Harbor Hospital," Jean F. Bunker, AVP, Marketing, Community Relations & Philanthropy of Harbor Hospital, told trade website BizCEOs.

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