The hospital marketing landscape is now more fractured than ever before. While healthcare costs are skyrocketing, reimbursements have dropped in recent years. With tighter marketing budgets overall, traditional and digital channels compete for hospital marketing dollars at every turn. Yet in reality, marketing is a central driver of hospital revenue – therefore, hospital marketing teams must modernize their strategy to integrate a broad range of tactics and channels to more effectively reach today’s busy, distracted consumers.
According to a recent survey, healthcare marketers consider themselves behind the curve in terms of digital marketing proficiency in comparison to other industries such as banking and e-commerce retailers. Nonetheless, healthcare systems have begun diversifying their digital marketing tactics: