Fakeeh University Hospital, the latest smart hospital in Dubai, uses a mix of approaches to market themselves. Produced by digital marketing agency Liwa Content.Driven, the communication predominantly uses video – to showcase everything from premises to people to technology and trust. Doctor interviews, knowledge series, patient testimonials, all find expression through video. The journey has been gratifying, as recorded in this video, says the team at Liwa Content.Driven.
Healthcare marketing: education is key, says Liwa:
Unlike products, healthcare offers intangible benefits for which the payment needs to be done upfront while the results can be somewhat uncertain. And unlike services, healthcare involves several aspects including physical, mental and emotional. All of which makes the sector a challenge for marketers.
What’s the fundamental aim of the sector? Obviously, to provide quality patient care. It’s the one unwavering objective that dictates all facets of healthcare, marketing included.
Healthcare is a sensitive area, concerning individuals at a personal level. Still, the lack of information in the sector can be baffling. Trust is the key factor, with second and third opinions being commonplace in today’s scenario.
Of course, it’s important for patients to understand procedures in advance. But beyond that is the larger picture: Hospitals are all about the cure, so the information aspect covers wellness as a whole. And sharing knowledge is even more powerful.
Videos can be the most effective in imparting knowledge, thereby confidence and trust. These can be wellness-related or based on health tips. Further, hospitals can leverage another important in-house resource: Senior doctors and nurses. Showcasing senior doctors at work, their knowledge and experience, and senior nurses explaining the fundamentals of an ailment and how they help alleviate pain. These can help build authority for a hospital.
A hospital is only as good as its medical professionals and technology. What better way to take it to the world than through the professionals themselves, those that use all that cutting edge technology? This way, patients can familiarize themselves with doctors before actually meeting them, boosting their confidence further.
Again, patients are keen to know the journey of other patients before them. This is where testimonials play a crucial role. Marketing can engage patients who are cured to narrate their experience – perhaps the most effective tool to spread the good word. And in healthcare, there’s no better publicity than word-of-mouth.
