Making the coveted U.S. News & World Report Best Hospitals list is a goal for many healthcare professionals. After all the waiting, the list finally comes out and your team’s hard work to earn a top spot has paid off. Success!
But how do you effectively communicate those rankings in a way that celebrates your organization’s success and engages patients? Even if your organization didn’t make the list this year, it’s always important to find ways to highlight awards and recognition within your marketing strategy.
Here are a few ideas for your team to use when marketing hospital rankings:
Dedicate a page on your website
Making it as one of the nation’s top-ranked hospitals is no small feat. It’s the type of news that should have a dedicated page on your website. You can direct marketing campaigns to this page and track engagement from different channels. Having all the information on one page can also help you keep ranking information current and organized from year to year.
Use this landing page to explain what you did to earn the top spot and why it matters. This is a good opportunity to link to specific studies, programs and physicians who may have contributed to your ranking. The U.S. News & World Report also has badges and other logos you can add to the page.
Highlight patient stories
Patient stories are a great way to connect with people who need your services. Consider adding a few to that dedicated website page we mentioned. You may even want to tie the stories to any specialty areas that received recognition.
After COVID-19’s effect on clinical care and routine visits, it may be more challenging to convince people that it’s safe and necessary to return to your clinics. A patient’s account of their experience with your care team can show people that your organization is the best choice for them.
Try highlighting patient stories on your:
- Social media
- Email newsletters and campaigns
- News interviews and briefings
Patients may not fully understand the magnitude of being a nationally ranked hospital. But when they see just how exceptional the care is from a patient you treated, they can better understand the significance.
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Create a social media campaign
Social media is the perfect tool for marketing hospital rankings. Creating a social media campaign is a simple and cost-effective way to get the information out to many people. Your patients are also more likely to see the news on social media than from a typical press release.
In the social campaign, emphasize information about each of your recognized service lines. Make sure to focus on items that are relevant to patient care and how you stand out in that field.
Market rankings to healthcare professionals
As much as patients may be impressed by your hospital’s ranking, other healthcare professionals will take notice, too. Promoting your organization’s success to internal and external colleagues can have a big impact. People working within the healthcare field will understand the expertise needed to earn a top spot.
Try using physician newsletters and social media like LinkedIn to spread the word to a wider professional audience. The news of your ranking could entice professionals to join your team or boost patient referrals.
Produce video testimonials
Video is one of the best ways to get information to your audience. Producing video testimonials from patients and physicians makes your organization accessible, personal and relatable. You can post these on social media channels and use them on your website.
While it’s tempting to brag about your rankings (they are hard-earned, after all!), your audience will be more receptive if you can show them why you earned those rankings. As responsible advocates for healthcare, explain how U.S. News & World Report ranks hospitals and services, then talk about how you met or exceeded those parameters.
Acknowledge your integrated care team
Being named one of the top-ranked hospitals comes with lots of recognition and traffic. Use the recognition as an opportunity to acknowledge your integrated care team and all the work they’ve done to bring excellence to each service line. And your internal team will love the recognition! You didn’t reach the top spot all on your own so use this opportunity to promote your care teams as a whole.
Promote the rankings internally
Send out a “thank you” to your employees for embracing your mission/vision and providing quality care. Your employees can be your biggest advocates. Being part of an organization that is so highly rated can instill in them a sense of pride and increase their drive to succeed. It can also encourage them to look beyond their service line and department and see what your hospital as a whole can accomplish.
Try these methods when marketing hospital rankings internally:
Employee newsletter or email
Do you have a regular employee newsletter? Include the information about your ranking and get the message out to your employees. Be sure to highlight everyone’s efforts, especially any service lines or individuals who may have directly contributed to the success. If you don’t have a newsletter, a company-wide email works as well.
Your organization’s intranet is a place where your employees can connect and share the win with coworkers. Create a post, notification or banner to spread the news and thank team members.
Physical ‘thank you’ cards
Sometimes an email doesn’t stand out when you get hundreds a day. A physical “thank you” card breaks us out of our virtual mode and creates a direct, personal touch. You might not be able to deliver a card to everyone, but getting them to as many employees as possible can help share joy in the success.
In-person meetings aren’t as common in the age of COVID-19, but when you (safely) can, the connection is much more meaningful. If you can give coworkers and employees a big congratulations in person, they will surely feel the sincerity. You can also encourage management to congratulate those they see on site.
Marketing hospital rankings
You’ve spent time and effort achieving this recognition, so make sure you’re effectively marketing your hospital rankings. Don’t be afraid to use as many resources as you can — the ranking is a big deal after all.
But remember, while your hospital may have received this honor, it’s the people who made it all possible (your employees and clinicians). Recognize them and their work — it’s more likely to resonate with your internal and external audience. And don’t forget the power of storytelling to highlight your expertise and explain why you’ve made it as one of the top hospitals.
With all these efforts combined, you’ll showcase more than just a spot on a list. Instead, you’ll highlight the most powerful marketing resources you have: your expertise, compassion and quality patient care.
Need help getting started on your hospital ranking content? WriterGirl specializes in creating custom content that’s tailored to your audience. Contact us to learn how we can help you reach your marketing goals.