The future of hospital marketing

Healthcare systems are notoriously slow to change (hence fax machines still being used)—and hospital marketing is no exception.

Many hospitals continue to use traditional marketing tactics like billboards and newspapers. But with advances in technology, such as artificial intelligence (AI), and the rapid changes the healthcare industry underwent during Covid-19, hospital marketing has started to innovate and adapt to the new advertising landscape.

The future of hospital marketing may target more nontraditional media outlets like TikTok and Netflix, have a personalized approach to messaging, and use AI to target intended audiences, experts told Healthcare Brew.

“When we think about the future of healthcare, the brands that are going to be really successful are the ones that are going to be able to tie in the science—whether that’s AI or telehealth, maybe it’s innovation—and humanity,” Michael Baron, SVP and group creative director of full-service marketing agency Mower, said.

The pandemic’s lasting effects

During the pandemic, some hospital marketers used a strategy not very common in the marketing world: telling people not to use their product unless absolutely necessary.

The goal then was to avoid patient overflow to hospitals, but as patient volumes have since stabilized, health systems need to “re-attract” those patients, according to Paul Jaglowski, cofounder and chief strategy officer at patient experience management company Feedtrail.

Hospital marketers are now focusing on messaging that’s designed to ease consumer fears and let them know it’s safe to seek treatment, said Erin DeRuggiero, chief digital officer at advertising company Swoop.

“The marketing really needs to adjust and to flex, to speak to the fact that people might be more reticent to come in because some people are still fearing that primary care interaction, or preventative care interaction, because it’s been delayed so long,” she said.