How did a hospital shift from product-centric to consumer-centric marketing communications?
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.
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.
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:
With the new strategy, the hospital began: