Basic to your understanding of Marketing are the four elements of a marketing mix, called the 4P’s: product, price, place, promotion. The fourth, promotion, is what healthcare marketers are usually asked to do for a service line. Promotion is the link between sellers and buyers for the purpose of persuading a purchasing decision.
The good news for healthcare marketers is that service line promotion is becoming cheaper and more effective through the use of social media.
Via the site Social Media Today, here are the four broad reasons why social media-as-promotion is effective:
Amplified Messaging - Reach out to a massive audience to tell your story; educate about your products and services on your terms; go viral with promotions.
Deeper Engagement – Connect to potential patients and form deeper relationships with current patients; personalize your brand; show your organization’s human side.
Efficient Brand Management - Nimbly manage your online reputation, address concerns and respond to patient feedback; promote new marketing campaigns; define and redefine your messaging based on user feedback.
Real-Time Analytics – Track user responses to your promotional efforts; aggregate data to figure out what’s working and what isn’t; analyze successes and failures.
How is your hospital or practice using service line promotion via social media to increase patient volume?