Summary
Name the hospital that’s said a variation of these lines in their content over the past year:
Did you say, “Just about all of them”? You’d be right.
Every health system needs to convey empathy and credibility in their marketing. But these general statements aren’t the way to do it. They’re so overused they no longer mean anything. They become white noise.
According to a 2023 study by Semrush, 99% of healthcare marketers have found success through content marketing. It’s clear: Content marketing is the norm. It won’t make your hospital stand out.
To differentiate your hospital, you need to get creative. Draw from our list of unique hospital marketing ideas to keep things fresh.
Need to stand out in crowded search pages, inboxes, and social feeds? Want to boost your hospital’s rep as a thought leader? Here are some ideas to get your wheels turning.
If you need help getting started, learn about our approach to omnichannel marketing.
91% of businesses are using video to connect with consumers. But, according to Vidyard’s State of Video Report, about half of all marketing videos are testimonials. There’s plenty of opportunity to stand out in the video marketing landscape.
What types of videos should hospitals use (aside from patient testimonials)?
Learn more about video marketing for hospitals.
Have you noticed that many patient stories are told the same way? Diagnosis à treatment à resolution. Often, they skip over the details that resonate with patients:
A patient story should be told like a story — not like a piece of marketing content. Focus on the emotions and events unique to that patient’s experience. You might be surprised by how many readers connect with and remember those ultra-specific details.
There’s almost always something happening in the world that directly relates to your service lines. The catch is having the agility in your hospital marketing strategy (and bandwidth within your team) to capitalize on current events.
Read a tip from our Marketing Director, Lacey, about using the news to spark audience engagement:
Don’t stop at national or global events. Stay informed about what’s happening in your community.
Every city has its own unique traditions. New Orleans has Mardi Gras, Chicago has Lollapalooza, Austin has South by Southwest (SXSW). Smaller communities also have special celebrations and philanthropic events, like Long Island’s Swim Across the Sound.
Create content that relates to local news, events, festivals, marathons, and new business openings to solidify your hospital’s position as a cornerstone of your community.
Similarly, partner with local figures to draw your community’s attention and bring joy to patients. Nonprofits, athletes, local talent, and small business owners are often looking to get involved in their communities to bolster their brand image — so it’s a win-win.
For example, Red Sox players participated in a Christmas in July event at Boston Children’s.
Get more innovative marketing ideas from hospitals that are standing out on social media.
Having fun with your hospital marketing content might feel risky. How will it impact your audience’s perception of your brand? How will personable content fit in with your overall voice? We’ve found that personality-packed content can build stronger connections with patients without compromising your brand’s credibility.
What kinds of personable details resonate with readers? The stranger, the better. We work with a nuclear medicine specialist who has a joke about ducks. When the joke took off with patients, they started buying stuffed ducks for him, and now his office is full of them. Imagine the content that could come out of this!
Looking for care for a condition can feel scary. Patients have questions, and their families have concerns. It’s helpful to let prospective patients and their caregivers know what they can expect throughout their experience with your hospital:
“What to Expect” guides ease patient anxieties and show what makes your hospital different. Make sure to highlight the unique level of care and the above-and-beyond amenities that people can expect to receive from your health system. And don’t forget to address the basics that worry us all: Where can I park? And where can I find food?
You know what makes your hospital stand out. But patients and caregivers might not. When they have so many options for their care, it’s difficult to know why they should choose your clinic over others.
Make the decision easy for them by creating content that highlights your brand’s unique value. Here are some examples:
For more inspiration and innovative healthcare content ideas, check out the top hospital campaigns of the last several years.
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AUTHOR
Ahava is a leading expert in healthcare content strategy, recognized for her ability to make complex medical information accessible. She has spent nearly 2 decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.
