Arizona OB/GYN Affiliates brings the concept of hope to life in its direct-to-consumer multimedia marketing campaign.
Healthcare affects everyone on a very personal and emotional level.It’s an industry centered on life and death. Patients and their loved ones are affected physically, mentally, and emotionally—whether its parents bringing their first child into the world, or a father hoping he’s healed enough to walk his daughter down the aisle at her wedding, or a family concerned about making their grandmother’s final days peaceful and painfree.
It’s no secret that emotional connections can build trust and brand loyalty with consumers. The same is true in healthcare marketing. The challenge healthcare marketers face is determining how to forge that emotional connection with people in a manner that differentiates them from every other healthcare organization. Let’s face it—every hospital can claim that they are committed to excellence and provide compassionate care to patients. The key is finding a way to cut through the noise to truly connect with people and impact the decision-making process. Here are three tips to help you find the right emotional connection for your target audience.
Think about Nike’s “Just Do it” marketing campaign. It doesn’t just strive to inspire elite athletes. It aims to inspire everyone, because anyone can be an athlete. It also taps into the larger social issue of obesity and the challenges of living a healthier life. It uses inspiration and real-life stories of everyday heroes to not only emotionally connect with consumers but to get them to live a healthier life and be more active.
That is why it is essential that healthcare marketing agencies and in-house marketing staff focus on emotion-based marketing as part of their overall strategy.Healthcare marketers should find balance between showcasing the fact that an organization provides high-quality medical procedures and has cutting-edge facilities with the fact that it also supports patients and family members on a personal level.
One way to translate the patient experience into compelling marketing materials is by using actual patients and their stories in your marketing campaign. For example, Arizona OB/GYN Affiliates (AOA), focused on the emotion of hope as part of its direct-to-consumer multimedia marketing campaign through real life patient stories. The campaign included TV commercials, print ads, online banner ads, brochures, a Facebook business page, online contests, monthly e-mail newsletters, and a website redesign. Ads focused on the concept of hope and miracles through patient stories including taglines such as:
Arizona OB/GYN Affiliates’emotion-based marketing campaign connects the concept of hope with one its core values—family.
The ads also connected this concept of hope and miracles into one of AOA’s founding philosophies—family. AOA was established in 2007 when a small group of physicians joined forces to improve the patient experience for women. The four main tenets of AOA are the following:
AOA’s marketing campaigns more than doubled its website viewership and new patients increased by more than 35%. Today, AOA isone of the largest and most prominent OBGYN groups in the state—proving that emotion-based marketing campaigns can have a big impact in the healthcare industry when done right.