Like all businesses, hospitals rely on satisfied customers. And like all businesses, hospitals face competition from each other. Part of ensuring your hospital stands out from your competitor’s is promoting the services that matter to consumers. And in the United States, your consumers care about infection rates. A study in the American Journal of Medicine shows that 93% of respondents say hospital infection rates would influence decision making prior to choosing a hospital for care. Knowing this, it’s important your hospital sets itself apart by promoting its strong IP data.
Turn Your IP Data into Online Content
Online content is a tool you can use to educate and inform your audience about your IP data, your results, your wins, and accomplishments. It can be more effective than traditional marketing because you can meet consumers where they are searching for your services. For instance, 5% of all Google searches are health-related. Creating a library of blog posts, videos, infographics, ebooks, and landing pages, then promoting on social media and with email marketing will help you stay on the same topic as your audience. When it’s time for them to decide where to receive care, your hospital will be top of mind.
Types of Content
The average healthcare consumer engages with four devices and consumes 60 hours of digital content per week. These devices fulfill needs and create demand that can be met with informative and educational content, such as:
- Blog posts
- Videos
- Infographics
- Webinars
- Ebooks
- Whitepapers
- Facebook Live
Content Example
Create a video that shows and explains how your UVC system works and all the rooms it can function in. At the end of the video, direct viewers to a landing page that includes a short quiz about what they learned about UVC in the video and how it contributes to the cleanliness and safety of your hospital. Provide participants with a free consultation or discussion with one of your specialists, or promote a grand prize of any kind to increase engagement.
There are plenty of more reasons why patients consider IP efficacy when deciding between your hospital or another.
Learn about them, and more ways you can create content and promote your IP data in our free whitepaper, “Differentiate Your Hospital Through Infection Prevention Promotion.”