Digital trends in healthcare marketing tend to get a bigger spotlight than printed collateral pieces these days, and for good reason. According to NBC News, nearly all healthcare consumers turn immediately to online searches when they're feeling sick. But that doesn't mean you should neglect print collateral.
Examine (yes, we really said that) four must-make updates to your hospital's print collateral materials.
1. ASK FOR ONLINE REVIEWs
When you're looking to find a new mechanic, try a new restaurant or even buy a new pair of shoes online, what's the first thing you do? If you're like most Americans today, you search for online reviews. From Facebook and Google Reviews to Healthgrades and Angie's List—there are dozens of ways your patients can share information every day. What's more, online reviews are among the most trusted sources of consumer information for healthcare providers. Add information to your print collateral pieces that not only asks how their experiences were at your clinic, but also for them to share that experience online to help others.
2. LOSE THE STOCK PHOTOGRAPHY
People can quickly tell when something is fake—and nothing says generic, impersonal and out of touch like robotic stock photography in a hospital brochure, poster or rack card. Invest in high-quality photos of your care providers and staff—then use those images throughout your print collateral and digital media marketing efforts. Your hospital will immediately stand out—not appear as though you are cutting corners.
3. GO DEEPER WITh YOUR DOCTORS
Odds are your hospital collateral already includes headshots and CV information for your care providers. But what about going beyond the basics? Patients want (and deserve) to know their doctors' experience levels and areas of expertise, but we also expect them to care for us with their hearts and minds. Consider adding quotes from online reviews to doctor overview areas ("Dr. X has been my personal physician for more than 20 years. Her friendly manner and willingness to listen is Invaluable."). When appropriate, you can also share unique qualities or traits for added impact ("Dr. Y was an NFL team physician for many years and brings unique insights and experience for sports-related injuries.").
4. "FRIENDLY UP" YOUR FORMS
Want to know the best way to make your patients feel unexpectedly happy, before they even meet with your care team? Add a welcoming "we're glad you're here" message to the top of paper medical-history forms, or a "thank you for seeing us today" message to their visit summaries as they leave. You might also consider a welcome sign at the front desk, as they arrive to greet your receptionists. It's a small thing that can make a big difference for patient perception—and can help their entire experience to get off on the right foot.
Updating your hospital print collateral can be a big, all-at-once change or an incremental, as-you-go effort. In addition to the above tips, consider adding even more collateral pieces to your waiting-room area. These might include...
- Information about the state-of-the-art equipment available at your hospital or clinic
- Information about common diseases and disease prevention
- New medical innovations that patients might want to know about