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Lessons from the Field – What is Your Hospitals’ Story?



An interesting question, isn't it?

Across other industries, patients are exposed to and familiar with brand content that tells a story across different industries. Brands write compelling content that weaves a story giving the reader the answers to the "why us" reasons. As an industry, we need to move more fully into developing compelling content that engages and frames the patient's experience. And that means storytelling assumes greater importance.

After all, when one looks at the hospital and health system advertising, it's still the shiny new building, panoramic views from the rooftop terrace of lounge, smiling doctors, award logos, or trophies and modern equipment.

But does that meet the needs of the healthcare consumer or patient? 

Those activities do not lend themselves to online or social media very much, where people are 41 percent of the time looking for information on the healthcare provider online. And with all the myriad choices for viewing nowadays, does anyone see the traditional bricks and mortar, convenient location, and award marketing, or are they surfing through them?

Instead of me-too marketing, why not build points of differentiation for the hospital brand based on what's in it for the patient by telling a story?

Stories can provide rich content. Stories can engage. Stories can frame the experience. Stories can allow one to impart critical information that a healthcare consumer or patient can choose.

This isn't the story of "us" or the development of the hospital as in "one hundred years ago, a visionary physician" well, you get the idea. It would seem that given the lack of differentiation in the marketplace between hospitals and health systems, compelling storytelling can be the difference.

In a society that begs for compelling and meaningful content, who better than the hospital or health system to frame what they do, how they do it, and the outcomes achieved around stories? It does not mean that the traditional product, place, price and promotion aspect of marketing goes away. It is just that those four Ps are told in a story.

Image by Marcus Winkler from Pixabay.

Storytelling has a beginning, a middle, and an end.

For your consideration, what works better, a story of developing a new outpatient center that is the future of healthcare, a full-page four-color advertisement of a new building that says this is the future of outpatient care? A picture of a glass and steel multistory building? It looks pretty cold and sterile. And I have no idea what is inside, what the hospital does, how it's done, or what it will cost me.

Now tell me a story about the experience. Engage me with the story of the levels of treatment and what is done. Thrill me with the levels of care. I was hoping you could give me reasons why this healthcare brand matters at this location at this time in my life. Tell me a compelling story of why.

It's about what's in it for the patient, not the hospital or health system.

Hospitals and health systems do good. Millions of stories can be woven into compelling content optimized for social media and mobile that makes a difference. Not all the cold, dry or superficial messages the patient sees today. Use storytelling to create why one should choose the hospital, doctor, or whatever you're trying to sell.

Individuals are now paying ever more of the total cost of care. Patients are gaining sophistication regarding making healthcare choices with outcomes and price data. While it's rudimentary, patients don't have the complete grasp or frame of reference to understand what it all means.

In an age where compelling content matters more than any time in the past, it's time to change the paradigm for healthcare marketing and creative storytelling based on the traditional four Ps of marketing.

Image by Fathromi Ramdlon from Pixabay.

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Michael is a semi-retired healthcare business, marketing, communications strategist, and thought leader available for interim leadership opportunities. As an internationally followed healthcare strategy blogger, his blog, Healthcare Business & Marketing Matters, is read in 52 countries and ranked No. 3 on 100 Top Healthcare Marketing Blogs & Websites to follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. For inquiries regarding interim strategic engagements, you can email me at michael@themichaeljgroup.com.

You can connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, and TikTok. Use 815-351-0671 to call directly or message me on WhatsApp or Telegram for safe and secure end-to-end message encryption. Video conferencing is available via Zoom and Skype; please use live: michael0753_2.

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