So, Your Advertising Budget Has Been Cut, Now What? - Page 3

What are you doing to ensure your site is making maximum use of search engine optimization? Have you taken your facility into social media? If not, you’re missing out on what can be an inexpensive, but explosive opportunity. Consider a blog or at least Twitter. Create a page on Facebook and launch a campaign to enlist fans.

How about YouTube? Do you have your television spots on YouTube for added exposure? How about using the site for video interviews with physicians, your CEO, community leaders, patient testimonials and other inexpensive ideas? And these are just some of the online possibilities for you.

Put more effort into public relations
Assuming you’re handling PR internally, this can be done with little added cost. Aggressively seek storylines throughout the hospital, particularly in service lines with good margins and that can provide a halo effect to the hospital as a whole. How active is your speakers bureau? Are you marketing it?

Take advantage of lower media costs
We’re seeing the lowest media costs we’ve seen in years. So, take advantage of it, especially radio, TV and outdoor. Be a tough negotiator and you can get some really good deals that even a CFO will like.

Take advantage of on-campus promotional opportunities
Every day, you have streams of consumers walking your hallways and sitting in waiting rooms. Are you using those opportunities for promotion? Point-of-purchase displays including banners, posters, counter cards, brochures and other opportunities are abundant and relatively inexpensive. Your entrance, cafeteria, ED waiting area, hallways and elevators are obvious locations, but don’t overlook the outpatient area. Far more people are exposed to your facility in OP than any other area of the hospital.

Physician referrals
While this may be the last initiative noted here, it obviously isn’t the least important. Most hospitals have a physician liaison, but rarely can they make the rounds frequently enough. Physicians want to be kept in the loop. And, our research shows they often don’t know all the services their hospital has to offer. I’ve never understood this, but we find it everywhere. What are you doing to constantly educate them about your services?

Options are available, just think strategically
As disheartening as a slashed budget can be, there are obviously ways to deal with it. A little strategic thinking and a lot of creativity can get you through the tough times. The key is to look for opportunities to connect with potential customers where it matters most and where they are most receptive. An added benefit is that many of the ideas here, especially online and direct marketing efforts, are easily measured.


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