by Kris Laufer
When your hospital has only a 30-second television commercial to position itself, what angle should you go for? Do you use that half minute to discuss how caring and compassionate your nursing staff is, or do you go into great detail about the technological advances you’ve recently made? Should you discuss how your employees strive to deliver a personal touch, or do you highlight the state-of-the-art surgical equipment installed last month? You go with the message that allows you to show emotion. Emotional marketing resonates. It is remembered. Individuals are more likely to connect to emotions than advanced technology. That’s just human nature. Patients want a hospital that gets them – that will be empathetic to their situation and strive to make them as comfortable as possible – and part of that comfort comes from an emotional bond. Your audience will not remember sterile equipment or physicians in stark white lab coats. It is going to walk away remembering emotions. I am not suggesting that we do away with all tech-heavy campaigns. Advertisements that highlight cutting-edge technology or top-notch physicians play an important role in the marketing world, too. Once a hospital has positioned itself as thoughtful and empathetic, it would be prudent to highlight some of the technological features that make it unique. But the reality is, technological ads cannot stand on their own effectively. They need the emotional support to garner the desired impact. For additional insight on emotional advertising, click here to view the HealthLeaders Media article, “Emotional Advertising is Still Most Effective” http://www.healthleadersmedia.com/page-2/MAR-250897/Emotional-Advertising-is-Still-Most-Effective |
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