As the marketing department of a large health care system, our goals are simple, to drive awareness, reputation and appointments. In a market with multiple health care systems, it can be a challenge to drive awareness, especially in a way that differentiates us from the competition. As a system with a vision of advancing the science of health and the art of compassion, we focus on leveraging our expertise to deliver relevant and timely healthcare information in a way that is understandable and useful to all people. In order to measure our success, we look for year-over-year growth as well as consumer engagement.
Our marketing team is small but mighty, which means we need to make sure everything we develop works hard for us by repurposing content to extend our reach and leveraging owned channels to showcase that content. A core team meets on a regular basis to review and identify topics which will have relevance to our audience. Ideas for content may come from current events, service line marketing managers, or data and insights from existing content. An idea that starts as a blog may then become an infographic for social media. A podcast may generate additional blog topics or video shorts to be promoted as sound bites for those who don’t listen to the podcast or prefer information in shorter segments.
In addition to this cycle of content development, the team also looks to experiment with new ways to reach people such as a video series called “Inside Surgery,” which provides a quick glimpse into the life of a surgeon from their day-to-day to their patient interactions to the reason they enjoy their profession. We have also begun working with micro-influencers in our pediatric space to reach a younger audience and help tell the story from the patient point of view.
We have continued to see these channels outperform expectations with year-over-year growth, showing the relevance of the content and the value our audiences find in the information shared by University Hospitals. We are consistently setting ourselves apart and showcasing the expertise and compassion we bring to the market.