Protecting Your Hospital Brand — What NOT to Do

Gretchen Kalthoff

Gretchen Kalthoff

Posted on December 31, 2015

hospital patients and doctor
A good brand is at the core of any successful medical practice. Your brand communicates who you are the core qualities and features of what you offer. You can find a multitude of sources and marketing for doctors that provide advice and tips on building a successful brand, but it’s also helpful to know what not to do.

Here, we explore what not to do to keep your brand healthy.

Implementing a campaign before you are ready

Never launch a new advertising or marketing campaign without having all internal components ready. Make sure that the service is tested and ready to go and your entire business is aware of upcoming campaigns and promotions not only internal stakeholders. Keep your entire staff informed, and keep them engaged in your business. Engaged employees will feel a part of your brand and will become your best brand ambassadors.

Only include a call to action if you have staff ready and well informed. There is nothing more unprofessional than a customer calling your business in regards to advertising or a promotion they have seen and the person on the other end of the line knows nothing about it.

Not investing in customer service

Your staff members are an extension of your brand and it’s important to build and nurture them to be successful ambassadors for your business. In many instances, they will be the first point of contact that a prospective patient has with your business. They have the potential to leave a good impression or a bad one. Don’t risk the latter. Take the time to properly invest in customer service training for staff as part of your marketing budget.

Not offering complimentary wifi

Customers have become accustomed to complimentary wifi, especially in places offering medical services. Make sure that your customers can communicate easily, and freely, with wifi that works.

Not integrating marketing

If you are going to invest in a marketing campaign, make sure it’s visible across all your channels print, website, social media and any other channels you employ. Your messaging and imagery should be consistent. If not, you risk confusing customers and damaging your brand. Make sure your medical practice marketing has the greatest chance of success.

Not listening to your customers

Take the time to listen to your customers internal and external for valuable insights into your brand. Consider things such as customer satisfaction surveys or focus groups which can highlights areas for improvement or issues you may not be aware of.

Not responding to social media commentary

It can be tempting to delete unfavorable comments on social media channels, but inviting opinions both good and bad indicates to customers that you are real and the conversation isn’t just one sided. Taking the time to respond to negative comments can also turn a patient’s negative experience into a positive one. Ensure this forms part of your medical practice internet marketing strategy.

Not getting the basics right

Sometimes the easiest things to overlook are the most obvious. Customers should be able to find your phone number and address quickly and easily when they visit your website, plus any other important details about your business.

Avoid the above mistakes and you’ll keep your brand healthy, in check, and functioning as the best possible promise of what you deliver.

Gretchen Kalthoff

Gretchen Kalthoff

Gretchen Kalthoff is a writer and marketing specialist for MWE. She is an expert in healthcare marketing and health IT with a special interest in increasing patient engagement through social media and healthcare technologies.

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