I just finished watching the full series of FOX’s hit show House on Netflix last weekend, and even though Princeton Plainsboro Teaching Hospital’s marketing team is never featured (I suppose a doctor’s work can be a bit more interesting for TV…), it got me thinking about an important part of healthcare marketing: trust.
Whether or not you’ve ever watched an episode of the show, you’ve probably heard about Hugh Laurie’s role as the snarky, arrogant, and rude Dr. House - who also happens to be a genius when it comes to solving medical mysteries. While his bosses occasionally threaten to fire him for his bad attitude and refusal to follow rules, he keeps patients - and viewers - coming back time after time. No matter how much Dr. House insults and belittles his patients, we all trust that he will be able to solve the case and save the patient.
In the real world, when it comes to healthcare, knowing who to trust and what to expect when we step through a clinic or hospital’s doors is something every patient wants. For an experience that may be filled with anxiety, fear and pain, a sense of trust can make a world of a difference.
Without having your patients (hopefully) coming to your healthcare facility on a regular basis, like viewers can visit Dr. House on Netflix or USA Network marathons, how can your patients and prospects feel they know what to expect when they do need to visit? That’s the job of the healthcare marketer.
Use your marketing pieces to connect with patients on a regular basis. Show them what your facility and staff are like before patients ever have to step through your doors. Become useful and reliable to them by sending regular health or lifestyle news and tips through the mail or social media.
No matter what it is you’re trying to promote, keep your message consistent and strive to become a trustworthy presence in your community. Make patients feel that they know your hospital and your doctors - whether or not they’ve yet to visit. When health issues arise, they’ll feel most comfortable turning to you and recommending others to do the same.