When an auto dealership or a retail shop runs a marketing campaign, they can test the effectiveness of it within a week or two, simply asking the question: Did my customers come to my sale this weekend?
Advertising for a healthcare system is a completely different story.
When a woman looks at a hospital’s maternity ad, she doesn’t become pregnant. When a man looks at a hospital’s cardiovascular surgery program, he doesn’t get a heart attack (thank goodness!). Therefore, the length of time between a customer’s exposure to a healthcare marketing campaign and their utilization of that advertised service can be months or, more likely, years.
So how do hospitals (and their partners like us) help bridge that gap?
They play the long game and are RELENTLESS in making sure the hospital’s brand and strategic messaging is strong and consistent on every ad, every billboard, and every Chamber luncheon talk.