CRM, niche audiences, and location-based advertising could net facilities more patients.
Hospitals that appeal to niche groups and know what patients need before they know they need it stand to rise above their competition in 2017, according to Smith & Jones' 2017 Hospital Marketing Trends white paper.
"With population health and high-deductible health insurance plans at the forefront of care, organizations will benefit from providing a more proactive and personalized patient experience," the Troy, NY–based communications firm's white paper stated.
"Hospitals and health systems that gain the attention of niche audiences and provide resources to help patients make healthier choices will outsmart the competition in 2017."
Following are three trends to watch:
1. Customer Relationship Management
Hospital marketers can become more proactive with customer relationship management (CRM) tools, according to the white paper, which listed CRM use as its number one trend for the year ahead.
"In 2017, hospital marketers will use CRM even more as a vehicle to attract new [patients] and retain existing patients while measuring marketing outcomes," the white paper states.
"The benefits are quantifiable. Organizations can use this platform to track campaign results and ROI. The benefits are also altruistic. With CRM, marketers can tailor messages and target people who can benefit the most from your care services."
For example, during Breast Cancer Awareness Month, a hospital could use a CRM database to identify patients who are statistically at greater risk for breast cancer or are overdue for a mammogram.