Tips for Effective Service-Line Marketing at Your Health Care Organization
As a health care marketer, you’re acutely aware of how important it is to not only acquire patients and drive patient volume, but also to engage and retain those patients in order to establish long-term brand loyalty and improve ROI.
The history of service-line promotion dates back to the early 1980s when marketers built brand awareness of their organizations’ high-end specialty care using visual and emotional imagery to display the prowess of their services, physicians, and organizations. Marketing terminology referenced centers of excellence, and promoted an organization’s distinction as the largest, highest quality, best, or first program in almost all health care marketing and advertising.
Today, service-line marketing focuses on patients as the lead in advertising vs. highlighting the organization. The addition of data science and digital channels to deliver targeted messages offers effective new ways to engage, track, acquire, measure, and drive measurable results and return on service-line marketing spend.
“The C-suite’s charge today to every health care marketer is: How do we best engage with patients?” says Tom Hileman, CEO of Hileman Group, a leading data-driven marketing solutions agency.
At a recent conference, Hileman led a discussion with leaders from three prominent health systems on the current state of service-line strategy and execution. The panelists included Dara Krueger, executive director of international marketing and marketing account services at Cleveland Clinic; Lynn Purdy, director of marketing development at Vanderbilt University Medical Center – Vanderbilt Health; and Ashleigh Killian, vice president of marketing operations at Baylor, Scott & White Health.
In our new article, you’ll gain strategic insights on effective service-line strategy from these marketing leaders and learn their top recommendations for acquiring and retaining patients and consumers.