A recent message on a WhatsApp group (which the blog-author is a part of) read, "A patient cured is a customer lost". Most of the doctors on the group got offended and started revolting with different comments. But the one which caught my eyes is, a doctor said, "We never look at it like that. If one patient gets cured, we get another patient through his reference, and sorry we never call them customers."
'Word-of-mouth' has taken a new dimension in this era of social media. Every time there is a satisfied consumer of the healthcare services, he refers his acquaintance to the same hospital and the doctor. Healthcare loyalty and patient satisfaction are contingent on personal and emotional relations. The paramount elements of loyalty are less concrete and established through a relationship over time, through trust, social proof, engagement and continuous improvement.
Healthcare marketing is more than enticing the patients and families with the hospital aesthetics and infrastructure. It is a necessary component to instil faith in the target market that their health issues find the right experts combined with advanced equipment to address their concern holistically. One of the many ways to garner public attention and appreciation is to showcase the highlights of the hospital by taking the viewers through a virtual tour of the hospital. Visual Marketing Solution (VMS) is a new-age solution to the ever-evolving healthcare segment' needs and demands. VMS enables a virtual tour of the hospitals by creating an online platform for users to sit at the comfort of their homes and examine the facilities of the healthcare centre.
A VMS-enabled tour can facilitate -
- Brand Promise to both local & international patients
- Hospitality and hospital DNA
- Doctor's profile
- Special clinics
- Awards and recognition
- NABH Accreditation
- Management team vision
International medical care has been on the rise lately. Prospective patients, who get convinced about the facilities available for their health issue in another country, travel to those counties. A physical examination of the hospital, its offerings, infrastructure, various departments, doctor profiles, achievements etc., is tough in such cases or to a great extent poses a challenge even for local patients. Through VMS, patients and families can get a comprehensive solution to all these concerns. "Everything shown online needs to be reflected offline", when the patients realise that the stuff put up online is genuine and the actual representation of the hospital, the primary phase of trust-building is achieved.
90% of all information processed by the human brain throughout a day is visual. People retain what they see better than what they read. Visually being able to see the branding, culture and work ethics indicates the value system and makes a more lasting impression. All these ultimately help convert prospective patients. The amenities, cleanliness, patient safety and security are all just as essential as the treatment itself for the patients to make informed decisions.
A short profile video of the doctors in each department helps prospective patients to understand their capabilities and decide if they are prepared to let the particular doctor treat them.
Special clinics are often set up by established hospitals to meet the needs of local communities and are generally not in the hospital premises. Although these are part of the same entity, due to lack of proper online & offline branding, most visitors are unaware of the brand association. VMS provides a window for the public to look at all the special clinics and branches of the parent hospital as part of the same institution. This further helps build brand loyalty and showcase the enormity of the brand.
For instance, Ramaiah Group, a well-known group in the field of healthcare and education has several off-campus clinics and hospitals. Every clinic/hospital has particular speciality and expertise. A proper online marketing kit can put all these features together to appeal to the patients and their families.
This element often gets overlooked but can elevate a hospital's reputation enormously if presented in the right manner, i.e., in a way which doesn't overwhelm the site visitors, but only gives them enough material to form an impression.
Long-term patients tend to prefer hospitals with expansive greenery and rooms with excellent views. When your hospital is concerned about the patient wellness inside-out, why not establish it through the VMS platform? VMS captures the beauty of the hospital premises and enables patients to admire the landscape and make the hospital their preferred choice for treatment.
National Accreditation Board for Hospitals & Healthcare Providers (NABH) which lays down guidelines for the superior functioning of healthcare organisations is a stamp of approval for the quality of healthcare provided by every accredited hospital. Highlighting all the features online, that have been responsible for patient satisfaction and processes indicating continuous improvement makes the hospital a reliable entity..
VMS supports video testimonials of the main people of the organisation. It is critical to establish the founder and management team's vision, values, and legacy of the healthcare institution to promote confidence and assurance. What better, when it comes to the end users hearing it from the horse' mouth!
VMS is a complete online marketing kit for all your hospital marketing needs. The benefits are galore and assure of a positive perception of the patient community towards the hospital. Integrate VMS into your online marketing kit today, and allow it to do all the talking for your hospital.