As a marketer, you already know how important your hospital’s brand identity is. But do your physicians understand how much they can help build your brand?
Here are a few ways to engage your physicians to help build your brand identity:
Treat them like brand ambassadors: If you’re not already, now is the time to make a conscious effort to engage your physicians in the brand identity (and overall marketing) efforts. Remind them how important they are in the marketing process. Physicians can help your hospital differentiate itself with a compelling, consistent and comprehensive brand identity that helps it stand out from the other healthcare organizations in your area fighting to capture consumer attention. Getting buy-in for your hospital’s latest marketing campaign from your physicians and other staff may seem fairly basic, but it’s something that’s too often overlooked. Because they’re on the front lines every day with direct patient contact, physicians are well-positioned to become your top brand ambassadors.
Show them the numbers: Because physicians are fundamentally scientists, they react well to seeing statistics and other numbers, in plain black and white. Show them how your hospital’s recent social media efforts have driven traffic to your website’s “Contact Us” page, for example.
Be specific: Physicians are extremely busy people with limited attention spans for action items outside their normal day-to-day schedules. Be sure to assign them clear tasks with established deadlines. Most physicians are happy to provide points of differentiation for their service line, but need clear direction on such tasks with a set due date.
Communicate industry insights: Not only should you continually educate your physicians on the latest happenings on your internal marketing campaigns, you should also keep them in-the-know on what’s going on in the wider healthcare marketing industry. Trends like social media marketing or physician blogging may seem like old news to you, but not to your physicians.
Find a common goal: Physicians close the sales loop for your hospital — determining whether or not that patient will continue doing business with your hospital, or even refer others there. Remind your physicians that promoting a positive, consistent brand identity is, in the end, about boosting your bottom line.
Don’t forget — in addition to building your brand identity, it’s also important to promote your physicians.