“Most hospitals in the U.S. still spend less than one percent of their total operating revenues on marketing.” Patrick Buckley, U.S. healthcare marketing expert
The U.S. healthcare system is more competitive than ever.” And competition is what drives marketing. Whether you run a solo practice, group practice, or a major hospital, word of mouth advertising can only take you so far. You’ll eventually reach a standstill and growth will slow down.
Healthcare marketing is not only for the patients to look for physicians to treat them, but healthcare workers looking for a job. Healthcare is a fast-evolving industry and it is extremely important to keep up with the industry by adapting to the changes. This is an essential step in the marketing process because keeping your facility relevant is essential for establishing credibility and attracting top talent.
As a nationwide physician recruitment firm, Pacific Companies works with many hospitals, health systems and practices from coast to coast too help find top talent. A big part of our role is to market your facility in the most unique way possible to help you stand out from the rest and appeal to your target talent. When researching the healthcare facilities, we partner with, we have found many have outdated and low-resolution imagery and videos. In this visual driven generation, you can have all the right copy, but if you don’t grab someone’s attention visually, there’s a big chance they will skip past the text. Images are powerful motivators, encouraging readers to engage with your content.
Having high resolution imagery of your campus, staff, and technology is going to help you tell the story of your organization and give you a big boost in credibility. (Learn about high resolution imagery here https://hullabaloo.co.uk/blog/high-res-low-res-make-sure-digital-images-suitable-print/ )
The human brain can process images up to 60,000 times faster than text. Considering that the written word has only been around for a very small part of human evolution, this makes sense. When it comes to marketing, this means that content created with visuals is naturally more engaging and interesting for users. Tweets with images, for example, receive up to 5 times the engagement of those without. Articles with images receive 94 percent more views. It is clear that customers like visuals and prefer content that contains them.
Remember also that images can help form associations for physicians with your brand. When they see images of other physicians using your technology, it becomes easier for them to imagine themselves doing the same thing. Similarly, when they see images of your employees, they begin to feel as though they are building relationships with people instead of just an entity.
If you have any questions on how to set your healthcare facility apart from the rest, call us any time and we will share some ideas with you. 714-619-3087