Many of the same rules of marketing any business also apply to marketing your specialty surgery center. These include identifying your target audience, developing clear messaging, and providing potential clients with relevant and useful information. There are some differences, however. In this post, we provide 5 steps to specialty surgery center marketing that are specific to the healthcare business.
Ensure that your marketing explains how your specialty surgery center fulfills the needs of the community and how your center is providing relevant procedures as the needs of the community change. It’s important that your messaging includes information explaining how your surgery center fills a specific need not addressed by other centers.
2. Use Emotion in Creative
Medical care can be both deeply personal, as well as emotional, for the patient. Acknowledge this in your advertising creative and ensure the emotion appeals to your target audience. Assure patients that their comfort is of utmost importance to your center, from the time they walk in the door until they are discharged. Ensure that your creative emphasizes your center’s attention to making them feel safe, respected, and understood.
3. Leverage Client Referrals in Advertising
Referrals are a powerful form of marketing that should not be overlooked. Referrals come in a variety of forms, from online reviews to traditional word-of-mouth. Research indicates that 90% of consumers read online reviews, and most stay they trust online reviews as much as a personal recommendation. Ask for client referrals and consider providing an incentive, such as a gift card, for those who refer a friend that becomes a patient. Using radio personalities to provide personal endorsements can also be very effective. Many listeners say they think of DJs as friends and trust their opinion, so partnering with radio personalities what already have that connection can be effective and similar to a word-of-mouth referral. Also, consider using patient testimonials in your messaging to give real life examples of your care in action.
4. Provide Tips and Educational Information
Offer your audience useful and educational content related to your center’s area of practice. Include informational messaging with health and prevention tips in your radio ads, on social media, and in your blog. If there is a month dedicated to a health awareness or something related to your center, take advantage of this and share tips and education related to that awareness month in your radio ads.
5. Keep Your Messaging Consistent To Stay Top-of-Mind
Ensure that your messaging is consistent across channels, with frequency and reach aimed at building brand awareness with your target audience. If your surgery center is utilizing radio advertising, consider pairing digital promotions with your radio ads and ensure the creative has clear messaging that is consistent across both channels to help with recall and action.
When developing a plan to market your specialty surgery center, it’s important to help patients feel comfortable that you understand their needs and will provide them with superior care. Ensure that your messaging and creative speaks to your target audience and is consistent across channels. Your media partner can help you find a balance between frequency and reach to help your specialty surgery center stand out from the competition.