Everyone knows hospitals take care of sick people. And when it comes to choosing a hospital for care, hospitals want you and your physician to select them... that's why they advertise and tell their patient base about their quality services.
But what about the well people? How do hospitals let healthy people know that WHEN you need a hospital, they are there for you, and in the meantime, they WANT YOU TO BE HEALTHY. How do healthcare providers build loyalty with their markets?
To effectively reach the "well" healthcare consumers, providers must develop promotions and marketing campaigns that educate and empower healthcare consumers, and help them make good health choices. Campaigns need to transcend healthcare literacy and present a compelling call to action:
- Choose healthy lifestyles
- Recognize health warnings
- Apply preventative care
- Maintain ongoing care
- Seek medical expertise
- Advocate for others
To make these messages memorable, ads often are humorous, entertaining or poignant. They reflect a concern for the well being of the community and position the sponsoring organization as the trusted source of care. Outreach programs involve the care givers and educators in the community, who in turn help to carry the messages to the healthcare consumers.
Because of their public service aspect, many of these TV and radio spots garner lower cost PSA rates, thereby extending their air time. A strategy of EDUCATE and EMPOWER is a beneficial opportunity to both the healthcare providers and the people they serve. Health Media Syndicate encourages health care organizations everywhere to join in the effort to improve viewers' health and knowledge through engaging educational media.