IT’S NOT ALL ABOUT THE NUMBERS. A HOLISTIC APPROACH TO HEALTHCARE MARKETING.

HOLISTIC APPROACH TO HEALTHCARE MARKETING

By Rick Blitman

Okay, so your new website is up and running. Your video went viral. Your CRM is reaching out. And your social media is getting seen. But are you really connecting with consumers?

It’s hard to tell.

That’s probably not the answer anyone expects to hear, but the reality is that despite an unprecedented array of data-measuring technology, there’s still no step-by-step, guaranteed roadmap to instant, quantifiable success in the world of medical marketing. 

Most people just go on about their day-to-day lives not thinking about healthcare at all, until all of a sudden, a medical issue pops up. And then it’s all they can think about. Your primary goal should be to become the first place that people with medical questions think about when they need medical answers. That’s where marketing actually begins.

While there’s no denying the importance of KPIs in a digital world, the first step in the marketing chain still revolves around creating a memorable branding campaign that resonates with consumers. Just as it always has. Because no matter how robust your website is, no matter how extensive your outreach, consumers won’t reach back unless you make them feel something. In other words, you can’t treat your patients like a number.

Think of it as the difference between a doctor who walks in, looks at your chart and instantly diagnoses you, versus one who looks you in the eye and asks how you’re feeling.

When people are at their most vulnerable, they’re likely to remember the confident voice that tells them they’re going to be okay.

And once you’ve established that voice, it’s essential to reinforce it at every touchpoint on your patients’ health care journey. From their initial web search, to the way you answer your phones and respond to inquiries on your web portal, every interaction should be a seamless reflection of the brand. 

At Tinsley Advertising, we weave stories across every platform. Whether it’s creating a compelling emotional story about the healing power of faith for Holy Cross Hospital, or providing the comforting reassurance that nobody understands children better than Miami Children’s Hospital, whether on a 75” tv screen, a 48’ billboard, or a 468 x 60 pixel banner ad on your cellphone, the tone remains the same. And so do the results. Holy Cross Hospital’s web traffic increased by 42%, and Miami Children’s by 50%. And both institutions successfully reversed declining market shares.

 With careful planning, critical attention to detail, consistent follow-through and a little bit of magic, all of your numbers will fall into place, too.

Tinsley Wins 5 Awards in Healthcare Marketing for its Holy Cross Hospital Campaign

By Rick Balter

Tinsley Advertising is happy to report that our work for Holy Cross Hospital in Fort Lauderdale has earned five (5) awards at the recent 34th Annual Healthcare Advertising Awards. These awards are sponsored by Healthcare Marketing and recognized as the largest & most widely respected healthcare advertising awards.

Tinsley was awarded two (2) Gold and three (3) Silver awards for its work from a national panel of judges who recognize entries that exemplify exceptional quality, creativity and message effectiveness.

According to Christine Walker, Holy Cross Hospital’s Director of Marketing, Public Relations and Business Development, “We were confident that Tinsley understood who Holy Cross was and would faithfully tell the story of what sets Holy Cross apart from other health care providers in our market. We congratulate them for the Healthcare Marketing’s acknowledgement of their efforts on our behalf.”

Garnering Gold awards was our thirty-second “What we believe” TV commercial (a manifestation of Holy Cross’ core values to honor the sacredness and dignity of every person and the belief that the power to heal is a gift) and the Holy Cross Jim Moran Heart and Vascular Center newspaper campaign, “It takes heart to heal one.”

Three (3) Silver awards were also awarded for our Holy Cross Hospital Branding Campaign composed of total advertising including both :30 TV commercials, the “We’re with you for life” online campaign supporting Holy Cross’s Womens’ Services, and, the single magazine ad, “For joint replacements, we have plenty of legs to stand on”, to promote Holy Cross’ Orthopedic Institute.