When it comes to marketing your community hospital, emotion can make a huge difference.

According to a Cincinnati marketing firm in the KemperConnect’s March “The Use of Emotions in Advertising” study, 88% of healthcare executives say it’s critically important to incorporate emotions into hospital marketing and advertising messaging, yet only 61% of marketers say they play off emotion regularly.

I would vote with your healthcare executives and deliver a message that allows you to show emotion.

Every one of us has a memory of a health experience that has forever changed us. It could have been when you were sick and received outstanding care by a nurse, or maybe an ailing parent who had a medical staff member that overextended their level of care for them. These memories and experiences forever changed your views on that hospital. For me it was the birth of my twins. I will always remember the doctors and nurses who cared for me and my children while they were in the NICU.

Emotional marketing has the power to resonate and be remembered. Individuals are more likely to identify with these emotions. That’s just human nature.

Patients want to know you understand and will be empathetic to their situation and strive to make them as comfortable as possible. Part of that comfort comes from an emotional bond. Most people don’t watch a hospital commercial and decide right that moment that it is the place they want to go for care. But when they do need care, they’re more likely to remember positive emotional sentiments than your new DaVinci machine.

Of course, once you’ve hooked consumers with your emotion-stimulating ad, you can detail the hospital’s offerings more depth with all its advanced technology.

Advertisements that highlight cutting-edge technology or top-notch physicians play an important role in the marketing world, too. Once a hospital has positioned itself as thoughtful and empathetic, you then could highlight some of its unique technology. But remember technological ads cannot stand alone.  They need the emotional support to make your hospital message memorable.

What are your emotional advertising success stories?

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