Overcoming Service Line Marketing Challenges in Healthcare

By: Hileman Group  | 06/30/2022

What are the biggest challenges healthcare organizations face when it comes to service line marketing? This and many other questions will be answered in a panel discussion featuring top hospital marketing executives and our very own Tom Hileman at the 2022 SHSMD Connections, taking place September 11-14.

Marketers from all over (including us) have talked at great lengths about the seismic shift in healthcare marketing strategies. As patients become far more educated and proactive in their health and well-being, healthcare marketers must be there for them, in whatever capacity patients need.

That’s where service-specific campaigns come into play. No longer can healthcare marketers simply focus on “sales” and promotion; rather, it’s about creating value and building patient loyalty. As a healthcare marketer can imagine (and often does), it’s a bigger endeavor that challenges even the best marketing specialists.

Here are a few challenges you might hear about at the 2022 SHSMD and a little about how to address them (to learn more, you’ll just have to register!).

1. Timing

They say timing is everything, and that’s especially true in marketing. “The right message to the right person at the right time” are the essential building blocks to a successful campaign. Missing any one of them could be very costly for your organization. Don’t make the mistake of catching a prospect too early when they’re not ready or too late when they’ve already found someone else. Service line campaigns must strike while the iron is hot: a bariatric campaign correlating with the New Year; a heart disease campaign during American Heart Month.

2. Target

Remember our “right message to the right person at the right time” from above? Service line marketing campaigns are extremely targeted. No longer are you marketing to the masses. Consumers nowadays appreciate—even expect—a personalized approach. Of course, as healthcare marketing professionals need to adhere to HIPAA, this can get tricky. Getting explicit authorization from patients to market to them and safeguarding protected health information (PHI) are just two ways you can navigate these challenges.

3. Team

Who are the key players on your team? Hint: it’s not just the ones implementing the campaign. Or the executive leaders who are responsible for strategic, operational, or clinical responsibilities. Service line marketing initiatives cannot, and must not, work in silos. Instead, these programs require a cross-channel methodology, involving leadership, marketing, IT, and other essential professionals to develop a truly comprehensive and well thought out approach.

Like what you read? Well, there’s more where that came from! Register for the 2022 SHSMD Connections conference, taking place September 11-14, 2022, both virtual and in-person in Washington D.C.!

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