How Can You Get Potential Patients to Pay More Attention to Your Hospital’s Advertising? Try Telling Them What They Do for You
Here’s a new approach to hospital advertising that turns an old technique on its head.
// By Peter Hochstein //
It’s difficult to sift through hospital advertising month after month without regularly coming across some variation of the phrase “We care about you.” Little wonder. As hospital systems grow larger and busier, they also can be perceived, despite their best efforts, as growing impersonal.
Perhaps that’s why people seem to yearn for doctors, hospital staff, and systems that appear to care more. And perhaps that’s also why hospitals sometimes seek to leverage that yearning.
Now, as part of an ongoing rebranding effort, Adventist Health in Roseville, California has found a powerful technique for getting across a message of caring for its 20 hospitals that together provide 3,062 beds and 280 clinics in California, Oregon, Washington, and Hawaii. Notably, the subject of the advertising is neither the hospital, nor the technology, nor what the doctors and staff do for the patients.
Instead, it’s about what the patients do for the doctors and staff.