Healthcare Branding Calls for Integrated Solutions

Years ago, word-of-mouth was often cited as the primary reason people chose healthcare providers—no matter how creative or costly an advertising or media campaign might be. Fast forward to the present day and word-of-mouth is still important—but it’s delivered online and through social media.

Certainly, leading-edge healthcare organizations continue to use print, broadcast and outdoor signage to build market awareness and meet intense competition. But many are integrating digital and social media components into their programs to broaden the reach of their brand promise and personality. Some unconventional examples include:

• Orlando Health Regional Medical Center, which recently launched the “Family Is” campaign. The 1,700-bed hospital invited patients to create interactive e-scrapbooks on its Facebook page. The campaign includes 15-second spots such as "Family Is a Cheerleader" and "Family Is Your Rock" to reinforce that Orlando Health physicians treat their patients like family. HealthLeaders Media reports that the scrapbook project has received significant positive response.
   
• Methodist University Hospital in Memphis, Tenn., which recently webcast an operation to remove a malignant brain tumor. The video is part of an ongoing series of surgical webcasts intended to educate patients, recruit top physicians and attract donors. Some 21,000 viewers have seen the video on YouTube. More importantly, it has triggered an uptick in appointments at the hospital’s Neuroscience Institute. Methodist promotes the webcasts and explains the procedures in detail on its website.
   
• Kaiser Permanente has carefully honed its “Total Health” brand positioning over the years, promoting proactive wellness and self-care among its members. As part of that effort, KP facilities in five states host 25 farmers markets. To extend its message, the organization recently developed a blog updated weekly with recipes, cooking tips and information about sustainable farming.

According to data posted on FutureGov, more than 250 hospitals across the U.S. now use YouTube, Twitter, blogs or Facebook—all considered inexpensive communication channels—as part of an integrated approach to building their brand locally or regionally.