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Story Three

From Radio Ads to Blog Posts:

A regional
hospital

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The Company

Regional Hospital

Old approach

Print, Radio, TV Advertising

Their audience

Prospective Patients, Healthcare Professionals They Wanted to Recruit

new approach

A Combination of Outbound and Inbound Marketing

How did a hospital shift from product-centric to consumer-centric marketing communications?

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The Backstory

A major Midwest regional hospital had been using conventional outbound marketing —print advertising, radio, TV, newsletters and community outreach—for years.
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Rebecca, the marketing director, realized more people were using the internet to research healthcare facilities and providers, which meant the hospital’s current advertising was reaching a progressively smaller audience. However, she recognized eliminating outbound entirely would alienate the senior citizen demographic. She needed to find a compromise.

The Solution
  • Marrying outbound and inbound strategies to capture as wide an audience as possible.
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The Old Way

At the time, many hospitals were creating online resource centers full of lengthy medical literature they had purchased from journals. Rebecca knew this wasn’t the kind of content her target audience would read during their lunch breaks. And subscriptions to these journals were expensive—thousands of dollars each month.

After researching inbound marketing, Rebecca determined that if she wanted to overcome these hurdles, she needed to add inbound to her marketing mix. Armed with a plan to improve the hospital’s marketing, Rebecca was ready to get started. Unfortunately, she didn’t have the bandwidth to execute this plan without additional support.

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The New Way

Rebecca’s hospital had been working with us for outbound marketing assistance, but in 2015, she decided to partner with Kuno to lead her inbound efforts, as well. What followed was a dramatic change in the hospital’s marketing strategy.

Before the shift, the hospital:

  • Offered a resource center full of long-form articles (at high monthly costs to the hospital)
  • Tried to compete with sites like WebMD and MedicineNet

With the new strategy, the hospital began:

  • Creating blog posts and infographics for healthcare providers pressed for time
  • Developing educational (rather than product-focused) content that wouldn’t require approval from the hospital’s regulatory department
  • Building a redesigned website to improve its online presence
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The results:

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BOOSTED VISIBILITY

46% increase in website traffic YoY for services, including cardiac, vascular and surgical

IMPROVED SEARCH

Search rankings for physicians are consistently rising.

INCREASED ENROLLMENT

54% increase in online appointment requests for new patients

To Sum Up...

Rebecca’s hospital had an expensive and ineffective outbound marketing strategy. To update it, she partnered with an agency that redesigned her website and helped her create short-form content her target audience could easily digest during their busy schedules.