Increase the Power of Hospital Brand Marketing Using Your Triple Aim – Earned Media, Public Relations & Social Media

Healthcare Marketing Matters: Increase the Power of Hospital Brand Marketing Using Your Triple Aim – Earned Media, Public Relations & Social Media

Increase the Power of Hospital Brand Marketing Using Your Triple Aim – Earned Media, Public Relations & Social Media

Given the extraordinary
competing needs in hospitals to meet the of the healthcare marketplace from EMRs to employed physician, too new treatment and diagnostic modalities and declining reimbursements, marketing
gets the short straw most of the time in those resource allocation
decisions.  And that is a dangerous
position to be in with a healthcare market
that is a semi-retail, consumer-centric model with numerous consumer choices available
for diagnosis and treatment that are far more convenient, accessible and affordable
than a hospital setting.
When you have constrained
marketing resources, with the requirement to have a continuous presence in the marketplace to shift healthcare consumer’s
attitudes, preferences and choices, the triple combination of earned media,
public relations and social media working in an
integrated strategic fashion can achieve that end for you.
Make no mistake about it, combining
social media, public relations and earned media is hard. It is much more than a
press release or an event. It’s about relationships, experience. Outreach and
having content and information of value. That means understanding the needs of
your stakeholders in an omnichannel world by developing content that meets
their needs, not the need of the hospital to tell them how great the hospital
with its shiny new building is, technology or smiling doctors looking skyward.
One needs to develop
relationships with consumers and reporters to plant and cultivate story ideas.
You must respond to reporters request for more information. It takes time. It
takes patience in a period where all we ask daily, “What did you do for me
today?”  The payoff is providing
across three channels of content that
provides value. Value-focused content that gives
the reporter and the healthcare consumer the reason why it’s you.
You need to find ways for
reporters and editors to follow your tweets. Reporters can follow your blog or
your company pages on LinkedIn, YouTube or Facebook.
That’s the value in earned media and public relations by integrating those
efforts with social media. It becomes your ability to establish a powerful
continuous presence by expanding human
resources with the talent in your marketing operation with little financial
outflow. And the payoff by combining the three in an integrated strategic
fashion can be huge.
Earned
media and public relations driving social media have value.
All that content that goes
online comes from somewhere and goes somewhere. 
A reporter writes.   A network
broadcaster covers. Columnists look for it. 
Content that goes out on Facebook, websites, YouTube, Twitter and electronic/print
editions of magazines, daily newspapers, and
specialty publications.
With the
right content and strategy, public relations can become viral in social media
because it has so many different outlets which turn into earned media due to
the coverage.
  When a news outlet or publication carries
your brand messages, it makes what you are doing seem more believable.  Once the story runs about a topic and you’re
the first, it’s much harder for your competitors to get out there with the same
message.  A powerful way to differentiate
yourself which also has a considerable number of aftermarket uses.
There
is a bigger payoff too.
Every organization will
experience a communications crisis. Taking the time to develop positive
relationships with reporters, blog writers, broadcast media and others has a
big payoff in a media-driven crisis. The development
and cultivation of a relationship with media don’t
mean the story won’t run. But what it can mean is the difference between a
story that is balanced and fairly reported, versus a story that is one-sided
against you.  As we all know, negative
news about travels farther and faster than positive news, which does more harm
than good over the long haul.
Maybe it’s time to rethink
in an era of declining healthcare marketing resources traditional marketing
activities, or flavor of the day social media strategies, to approaching your
markets with a triple aim of earned media, public relations and social media?
Michael is a healthcare business, marketing,
communications strategist and thought-leader.  As an internationally followed healthcare strategy blogger, his blog,
Healthcare Marketing Matters is read in 
52 countries and listed on the
100 Top Healthcare
Marketing Blogs, and Websites
ranked at No. 3 on the list
by Feedspot.com. Michael is a Fellow, American College of Healthcare
Executives,  and a Professional Certified
Marketer, American Marketing Association.
As an expert in digital marketing & social media, Michael
is in the top 10 percent of social media experts nationwide and is an
established influencer. Inquires for strategic consulting engagements can be made by calling   815-351-0671. Opinions expressed are my
own.

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