Many a times I have come across the argument about hospitals wasting money on expensive advertising, which seldom works and puts off customers. In my earlier avtars as the Head of Marketing Communications in large hospitals I have been at loggerheads with my other colleagues, who have often voted against my advertising proposals. Here is why I believe they are wrong and advertising works in healthcare just as much as it does in any other service.
The caveat of course is that the hospital’s communication must be subtle, the message must be designed to ring a bell and should be done in a manner, which is consistent with the customer’s sensitivities. An over the top message, which is loud and persistant and tries to do too many things will certainly put off customers.
Advertising at the end of the day is a promise of service to a customer. This is true of all advertising and is just as much true for healthcare services advertising. There is no reason to believe that as a consumer of healthcare services I wouldn’t want to know what the hospital next door really stands for? Continue reading