Marketing a healthcare provider with facilities in multiple locations faces some unique challenges when developing and executing marketing strategies. No matter which location you are marketing for, it is essential for you to keep your brand identity and message consistent regardless of the differences in culture, patient demographics, and other operational nuances. Today, let’s take a look at some challenges of multilocation hospital marketing and how you can tackle them successfully.

1. Keeping brand consistency across locations

Consistency is the key to creating an impactful brand. If you cannot maintain consistency in your branding and marketing while tailoring your strategies to cater to each location, it will automatically weaken your brand’s visibility and awareness.

To combat this, you need to provide clear brand guidelines for the branding and marketing teams to adhere to regardless of the location. Ensure that your employees in all locations follow these guidelines and give them regular training. Having a centralized marketing team overseeing the work is also very helpful in maintaining brand consistency.

2. Localizing your content

When your facilities are spread across multiple locations, it goes without saying that there might be huge disparities in language, culture, patient demographics, patient requirements, and behavioral patterns. This is why you need to localize your content accordingly.

Localization can be done by employing personnel with knowledge and insights into the location and its people to create local SEO content that will resonate with the audience. Make sure to provide them with detailed brand guidelines for consistency. You can also try giving them customizable brand templates they can use for each location as they see fit.

3. Differentiating your services

Your facilities at different locations may have different focus specialties and different areas of expertise. This means you need to tailor your communications to reflect this while maintaining brand consistency.

You should make sure that different services have distinct branding of their own that can be applied across multiple locations. This will help establish yourself as a top service provider while improving the hospital’s brand value as a whole. You can also go for localized promotions through local SEO strategies, community outreach programs, and targeted ads that adhere to the brand guidelines.

4. Managing digital advertisements

Digital advertisements for multilocation facilities need to be targeted and highly customized because of the unique requirements of each location and its patients. If not, your digital advertisements may not be able to bring the desired results.

Develop customized strategies and campaigns for each location and track the campaign performance. Streamline your efforts with digital marketing automation tools for maximum efficiency. Managing your campaigns this way saves both time and money for the brand. When allocating your resources, take each location’s marketing needs and the strength of competition into consideration.

5. Ensuring patient satisfaction across locations

The experience your patients have with your brand is fundamental to your success, especially in healthcare. When it comes to multilocation facilities, any less than satisfactory experience at any location might reflect on the whole brand.

To prevent this from happening, make sure to implement standardized patient experience protocols in all facilities. You can also leverage on technology to let patients have a seamless experience like patient portals and electronic health records so that they can receive the best care regardless of the location.

6. Coordinating your marketing efforts

Without proper coordination, multilocation marketing can eat up huge chunks of your resources. Disjointed marketing can cause problems in execution and end up sending ambiguous or mixed messages to the audience.

Implement centralized marketing strategies so that your marketing across locations can be coordinated from one location. You should also identify and exploit any co-marketing opportunities for your facilities at different locations. This not only helps with brand consistency but also boosts the campaign impact, all the while being budget-friendly.

7. Managing your reputation

The reputation of your facility at each location needs to be managed with utmost care at all times. Anything negative happening at one location can affect the reputation of all the facilities.

Develop a dedicated reputation management strategy to monitor and manage your online reviews and patient feedback from all locations. Implement reputation management tools to streamline your efforts and identify potential issues at the earliest. Ensure that your PR strategy highlights your strengths and keep a trained crisis management team on standby for each location so that they will know what to do in case something happens.

8. Measuring your performance

Different locations may have different goals and KPIs to measure the success of your campaigns. This makes it trickier to track and get a good grasp on your performance when analyzing and reporting efficiency and effectiveness.

You need to set standardized metrics to assess the brand performance. You can use metrics such as awareness levels, online engagements, number of referrals, and patient satisfaction scores. This will make it easier to compare the reports and spot each location’s flaws. You can also use data analytics to make informed decisions regarding your marketing strategy for each location.

The unique challenges faced by multilocation marketing for hospitals make it necessary for the brands to have a branding and marketing partner who is well-versed in handling all these complexities with high efficiency. Moksha Media, Hyderabad, is a top digital branding and marketing agency for hospitals in India providing comprehensive services that provide results beyond delight. With our dedicated team of highly experienced professionals, we make multilocation marketing easy and effective for the brands under our care. This ability has enabled us to provide great results to some of the leading hospital brands in India with their facilities across multiple cities and states.

Connect with us today to learn more about Moksha Media and the services we provide. Let's keep your brand at the top in all your locations, at all times.

26 August 2024 | Healthcare Branding, Digital Branding for Hospitals, Digital Marketing for Hospitals