The healthcare industry is developing at a breakneck pace and there is no shortage of excellent hospitals for the patients to choose from for their needs. In this competitive environment, it has become imperative that you make your brand name stand out among the crowd not only as a trusted and capable healthcare service provider, but also as the one that provides the most humane, compassionate, and dedicated care. This is the reason why patient stories have now become an invaluable marketing tool.

Why patient stories?

Healthcare is a very personal thing and that is exactly why patients spend a lot of time looking up things online and offline to decide who can provide the best care for them. As such, no matter how many paid advertisements and promotional campaigns they see, the decision sways heavily depending on what other patients have to say about the brand. Patient feedbacks, reviews, referrals, and testimonials are essential in gaining the required trust from the target audience because once they see that people in the same situation as them, or people they trust, have had a good experience with the brand, it will automatically encourage them to seek out the same brand for their own treatment. This is especially true for patient stories since they humanize your brand to your audience, making it possible for them to connect to your brand through empathic human response to the stories told by others.

How does it work?

Incorporating patient stories into the branding and marketing strategies of your hospital enables your hospital to provide the reassurance the patients need from your brand. This is highly beneficial to increasing your brand value. Let’s take a look at how it is made possible.

1. Building patient trust

Patient trust is the cornerstone of success for any healthcare brand. The impeccable care your hospital provides to the patients will definitely have an impact on their attitude towards your brand. By sharing these stories from the patients, you are introducing your brand to potential patients as a name they can trust as well. The trust elicited through these touching patient stories, simply narrated by the patient themselves in layman’s terms will influence the target audience to choose your brand over the others.

2. Inspiring action

You should never underestimate the power of human empathy and compassion. Seeing someone who has struggled through a serious health condition narrate their experience and the positive outcomes they have had because of the care given by your hospital will inspire your target audience to take action for themselves as well. In this way, the potential patients get the nudge they need to choose your brand for the healthcare support they need because they have now seen for themselves that someone in a similar situation has had a good result under your care.

3. Social proof

Social proof is the psychological phenomenon where people tend to copy the actions of others in their decision making. This stands particularly true for healthcare where online reviews, feedbacks, and testimonials heavily influence the choice made by the target audience. By exposing them to the positive patient experience stories from your hospital, you will make them seriously consider your potential as a reliable healthcare brand and encourage them to decide in your favor.

4. Showcasing your ability

Patient stories are the best way to showcase the scope and excellence of the medical care provided by your hospital. By allowing the patients to tell their stories from diagnosis to treatment to recovery and rehabilitation, you can cover a vast range of services provided by your hospital and your expertise in delivering them to the patient. All of these together can make potential patients more inclined to trust your brand as a capable healthcare service provider that can do right by them.

Things to keep in mind

Patient stories need to be chosen carefully to achieve your campaign goals. With a clear goal in mind and proper understanding of your target audience, you can deliver touching patient testimonials that will position your brand as a reliable healthcare provider who will do their utmost for their patients. It should also be noted that before you proceed with patient testimonies, you must ensure that you are following protocol and are in compliance with the relevant laws and regulations so as to protect the rights of the patient and to safekeep the reputation of your brand.

Patient stories are the bridge that connects your brand directly to the patient, inviting them over to come over and see what your hospital can do for them. These relatable stories of experience with the hospital can deeply resonate with the patients and can strengthen your brand reputation which in turn will increase the brand value. With the help of engaging patient stories, you are building long lasting bonds of trust and loyalty with your audience that will enable them to see your brand in a positive light.

As a top digital branding and marketing agency in hospital and healthcare marketing, Moksha Media, Hyderabad provides customized strategies that can bring you the results you want. With our experience and expertise, we have been providing the best branding and marketing services for hospitals across India and abroad. Our capable experts accurately identify and deliver patient stories that will best meet your campaign goals, resulting in increased visibility, reputation, and revenues for your hospital. Contact us today to know more about our services. Trust your brand with the best.

01 April 2024 | Branding, Digital Marketing for Hospitals

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