Given the customer-centricity that now defines several industries, consumers have become accustomed to high-quality customer service and now expect the same kind of treatment from the healthcare industry. This shift brings a dramatic change in what constitutes a successful relationship between patients and physician or hospital.
Consumers now evaluate physician and hospital relationships by how well physicians can communicate, rather than where they were trained. Today, successful physician and hospital marketing needs to mirror this type of effective communication that consumers desire. To do this, marketing strategies need to builds awareness of the physician or hospital while also conveying information in a simple, relevant, consumer-centric way.
The Right Kind of Television Ad for Physician and Hospital Marketing
While television advertising is an especially productive channel for physician and hospital marketing, the details of those commercials can make or break the return on investment (ROI) of those television ads. After seeing an ad, if consumers are interested, the vast majority go online to do additional research. An unfortunate consequence is that the subsequent online searches will lead consumers to information about their direct competitors or dangerous misinformation and not the physician or hospital that was actually being marketed.
Many physician group and hospital names are long and sound too sophisticated to remember correctly. The format often includes components such as (the geographic area) then terms such as (“Center for” or “Institute of”) then a (medical condition). Then a random local phone number. With the enormous amount of healthcare advertising your audience is exposed to everyday, it’s not realistic for them to remember.
Use Strategic Vanity URLs and Phone Numbers to Advertise Your Physician or Hospital
To avoid this problem of confusing the consumer with long complicated practice names, it is important to provide memorable information that makes it easy for consumers to find you online, or call you directly. Following the relevant success enjoyed by other industries, healthcare organizations have attempted to personalize their ads with vanity URLs and phone numbers that directly resonate with your audience. This strategy is supported by research, as one study has shown that 72 percent of people can remember vanity toll-free numbers after hearing them and 90 percent of Americans have used toll-free numbers to reach an organization after viewing their ad.
However, when implementing the vanity URL and phone number strategy, physician and hospital marketers often use vanity URLs and phone numbers that are complex and difficult to remember, defeating the purpose of a vanity name. To overcome this common hurdle, advertisements increasingly must be as memorable and simple as possible.
Given the computational limits of our brains and the growing amount of digital distractions, communications that are easy, memorable, and relevant is the best way to build awareness and engagement. This strategy is proven in the stock market – stocks with names that are easier to pronounce do better on the stock market. These names are more engaging, garner more trust, and are easier to remember when people want to seek out relevant information.
As other industries become more customer-centric, consumers are coming to expect the same level of service from the healthcare industry. By shifting focus from the organization’s needs to the consumer’s needs – not just at the health level – but also at the communications level, physician and hospital marketers can successfully recruit more patients.