3 ‘relatable’ approaches to health care bring marketing success
From a local hospital in Mississippi to a Fortune 500 company, communicators who infuse the human factor into campaigns see exciting levels of patient engagement.
Think about Pink Floyd’s 1973 song, “Us and Them.” Marketing, branding and PR professionals who flip their content from corporate jargon to people-friendly stories with a “softer, human touch” are winning big. The common denominator is to focus on “them”—the patients.
One such success story comes from Tampa General Hospital, where communicators are polishing the hospital’s public image as it expands in the region and completes construction of several facilities. A case study from True Custom North, a marketing consultancy, says the centerpiece of a multi-platform campaign is the hospital’s new consumer publication, Shine:
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