It happens to the best of us. We plan for months, years even. Some of us invest a lot of time and energy in resources and take a big chunk of budget dollars to do it. But then the day of the big campaign launch comes. And just goes. No fireworks, no nothing.
Truth is, marketing campaigns aren’t always successful. It doesn’t matter how big of a marketing budget you have, if it doesn’t do what it is supposed to (bring in new patients or promote current patients to stay) then your organization could bite the bullet. There is a direct correlation between a successful marketing campaign and how well you brand your business. If you are asking yourself why your marketing campaign failed after all the research you did, you will want to take a look at your brand.
Here’s what a few local and national strategic consultants say about why hospital campaigns fail and what you can do to avoid another failure in the future.
Focusing on what you care about, not what the patient cares about.
“The needs of your audience should come first,” said Dan Weinbach, Executive Vice President of The Weinbach Group. “Flip through your daily newspaper and you’ll see many hospital advertisements that highlight the hospital’s rating or recently purchased surgical robot — but those may not be the qualities that attract patients,” he continues in a recent blog. “Maybe instead of putting up a billboard advertising your surgical robot, you could put up a billboard advertising same-day appointments.”