A recent article in HealthLeaders Media raised the issue of whether hospital marketing was worth the cost (Hospital marketing Costs Remain Cause for Concern). While this deserves a point-by-point reply, my first inclination is to highlight a recent campaign that undoubtedly will prove worth the cost and more.
Sometimes a campaign works on so many levels, you’ve got to stop and take notice. Such is the case with the recent campaign for Children’s Hospitals and Clinics of Minnesota.
Full disclosure: I didn’t plan or implement this campaign. I don’t know their specific objectives or their strategies. And yet, I recognize when a campaign has been as well planned as it is well executed.
Take a look at the microsite for this effort and see if you don’t agree that the essential elements for success are evident.
Strong, unique brand personality that appears to accurately reflect the internal culture – which attracts employees as well as patients. Check.
Messages that are relevant and appealing to the target audience (parents) and not internal factions (physicians). Check.
Opportunities for brand advocates to actually advocate – online. Check.
Strategically consistent messages integrated across all media – from broadcast and print to online and social media. Check.
A memorable themeline – “That’s why we’re called Children’s” – that supports the brand position while simultaneously repositioning all other competitors. Check.
Bright, friendly graphics (note the stars from the logo reprised in the headlines) and upbeat copy that undercuts the fear that goes with the territory – proof that they truly understand their audience. Check.
Social media channels that are actually social – while still reflecting the brand. Check.
FaceBook Page
These are some of the things I believe are essential for success. And despite the occasional and notable exception, it’s amazing how rarely we see this from hospitals. Too often they fall into the familiar pattern of talking about themselves (board certified physicians, awards and rankings) rather than making emotional connections with their audiences. No doubt, it’s that sort of hospital marketing that has people concerned about cost.
But when it works this well, magic (and business) happens. Preference, loyalty and advocacy improve. Referrals increase. Competitive threats are blunted. Market share increases. Internal morale and employee retention rise. Recruiting costs fall. All of which are well worth the cost. If every hospital marketing effort worked like this, I doubt there would be much concern at all.
Bravo Children’s of Minnesota.
Today’s parting thought:
” Although the mind may be part of your target, the heart is the bull’s-eye.”
– Peter Guber
