Hospital Marketing Costs Remain Cause for Concern

Even though the economy is on the rebound, hospital executives remain wary of launching big-budget marketing campaigns, particularly at facilities that have hiring and wage freezes in place.

2 comments on "Hospital Marketing Costs Remain Cause for Concern"
Andrew B. (4/11/2011 at 5:52 PM)

Does the agency have a skin in the game? I'm guessing they don't, as is usually the case. If the campaign fails to produce the intended results, in most cases, the agency shrugs its shoulders, cashes a HUGE check, and that's that. While well-[INVALID]d creative and broadcast media have their place (and can make a very positive impact in healthcare marketing), agencies need to be held more accountable for results.
Bill Lindsay (3/30/2011 at 4:50 PM)

Thanks for this article, Doug, and the historical perspective on resistance to hospital marketing campaigns. I wonder how social media might factor into some of these discussions around cost, as it's increasingly clear in today's social climate that advertising isn't the only way to market – especially online? A social media marketing campaign can be very cost-effective, as long as hospitals are aware of the time it takes to manage an engaging social media presence. That said, a Facebook or Twitter initiative could have more impact than a straightforward banner ad. I wonder if, in your discussions with hospitals, you're finding that social media is something they're looking to as a way to enhance their marketing without throwing money at, say, a TV ad? Thanks again for this good fodder for discussion.


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