How Opening the Doors to Inbound Health Care Marketing Can Draw In More Patients
// By Lisa D. Ellis //
What if your flagship hospital were directly across the street from your biggest—and most worthy—competitor? Would that threaten your market share? It could for some community hospitals, but this doesn’t seem to be the case for Mon General Hospital in Morgantown, West Virginia.
This hospital has strong ties to the community and understands the importance of creating long-term relationships with its patient base. In fact, it recently aligned with a physician group to implement inbound marketing efforts as part of its broader marketing strategies, and the efforts seem to be paying off all around, according to Lori Savitch, Director of Corporate Marketing for the facility, which is part of Mon Health System.
Maintaining a Competitive Edge
“Mon General Hospital is literally (yes, literally!) across the street from the state’s leading academic medical center, WVU Healthcare/Ruby Memorial Hospital. So it’s a real David versus Goliath story,” Savitch says. But despite the close proximity, she points out that in recent years, Mon General has been competitive in most of its service lines, which include cardiac and thoracic surgery, orthopedics, a cancer center, a birth center, imaging, and general surgery. And its orthopedics service line has been particularly strong and visual, thanks in large part to its affiliated orthopedic practice, Mountainstate Orthopedic Associates (MOA), which has deep roots in the community and a robust physician referral base, she explains.
To build on these strengths, in January 2014, Mon General and MOA partnered on an ongoing inbound marketing campaign that takes a digital approach to driving more patients to the facility, both now and in the future. Helping to guide these efforts is InnerAction Media, an agency that specializes in inbound marketing strategies designed to increase clients’ business.
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