Hospital advertising is a growing industry, and the competition between hospitals is intense.
As a result, hospitals need to implement a marketing plan. This may include creating an effective advertising strategy, and utilizing social media to improve brand awareness. However, it can be difficult to create a successful campaign in the healthcare industry. 병원광고
For example, does advertising help hospitals attract and retain patients?
Several studies have been conducted to find out the impact of hospital advertisement. The most recent study found that the use of an ad could push potential patients towards hospitals with more resources. In the study, researchers analyzed 4569 general acute care hospitals per year for a six-year period. Their sample included for-profit and nonprofit hospitals.
One of the study’s most interesting results was that the cost of ad spending did not necessarily correlate with publicly reported hospital quality measures. Researchers drew on CMS’s Hospital Compare website to determine quality measures. They found that the composite measure was nearly identical for both the advertising and non-advertising hospitals.
Similarly, hospitals that advertised benefited from higher net incomes and had larger bed sizes.
The mean adjusted 30-day mortality rate for advertising hospitals was 12%, compared to 11.2% for hospitals that did not advertise. Interestingly, the highest tercile had a mean of 2.9 stars.
On the other hand, hospitals that did not advertise had a mean CAHPS 5-star rating of 3.3 (1.0) stars. Of course, if you ask a consumer, they may not know which hospital to choose. Thus, a well-crafted consumer report can help consumers make an informed choice. Moreover, it can also encourage correct use of hospital services.
Another revealing statistic was the percentage of ad spending that was spent on direct-to-consumer advertisements.
During the study period, about one-quarter of hospital expenditures was spent on digital ads. These ads were paid for when a person clicked on the ad. Despite the effectiveness of this type of advertisement, many companies are still reluctant to engage in such a practice. A number of smaller hospitals in bigger cities do not utilize such an expensive form of promotion. 병원광고 잘하는 곳
Nevertheless, hospitals that advertise are three times as large as those that do not. They also have a higher mean net income, a higher mean patient satisfaction score, and are more likely to be a nonprofit facility. Compared to those that do not advertise, the hospital with the best financial condition is more likely to be a large acute care institution, and the smallest is more likely to be a safety net hospital.
Advertising is just one of many challenges that hospitals face.
While hospital administrators realize that image advertisements are not enough, they also have to implement a comprehensive marketing plan to achieve the goal of attracting new patients. By implementing a strategy, hospitals can reach their targeted audience and increase the volume of referrals.
Overall, a hospital’s advertising campaign is an important line item in their budget. Although it is not always easy to gauge the effects of such campaigns, they are crucial to keeping consumers informed. Getting in front of them is a must to maintain market share and stay ahead of the competition.