Staying ahead of the marketing curve is essential in Chicago’s bustling healthcare scene. Some networks are merging forces, like NorthShore University HealthSystem and Swedish Covenant Hospital. Meanwhile, large city hospital systems are expanding to the suburbs. There are mini locations for primary care, labs, X-rays and urgent care centers.
Amid all this growth, a healthcare marketing strategy is more important than ever. It’s no small task to draw in new patients and let them know they can trust you for high-quality care.
We’re on your page. Zoe Marketing & Communications, in collaboration with our sister company, Chicago Parent, has been at the forefront of helping Chicagoland hospitals connect with patients since 1984. And we’ve found a blend of several tactics gets the best results.
It starts with understanding your future patients’ top worries. From there, use these four methods to reach them:
- Streaming video ads, aka OTT (over-the-top)
- Search engine marketing or SEM
- Targeted email marketing
- Traditional media (TV, radio, print, billboards)
You’ll soon see how these tactics — in tandem — can help your marketing strategy.
Understanding the healthcare concerns of Chicagoans
Do you know what your future patients want from their healthcare providers? It’s essential to start there. Your message, however it’s delivered, should show you’re in tune with people's needs.
Healthcare marketing strategies have shifted to meet post-pandemic needs, too. In particular, we’ve seen a surge in demand for:
- Quick ER response times
- Comprehensive pediatric care
- Specialized services such as neurology and cosmetic procedures
- Advanced diagnostic and lab facilities
Are you providing these services? Let northeastern Illinoisans know that you’re a reliable healthcare resource and leader.
Top 4 tactics for effective healthcare marketing in Chicagoland
Aim for a mix of streaming video ads, SEM, targeted emails, and traditional media to stand out among your healthcare competitors.
1. Streaming video connects with Chicago residents where they are
People readily consume video content on Netflix, Prime and social media. Some of them are your ideal audience — so investing in ads on these platforms is essential. This method is also known as “over-the-top” or OTT ads, in contrast to “over-the-air” or OTA traditional TV ads.
OTT’s superpower is that you can deliver it to certain ZIP codes and ages or based on specific viewing habits. It’s more targeted than network television.
Ads with storytelling, primarily through testimonials, are ideal for OTT. They’re compelling and memorable. And they can build trust. For instance, a short video might feature a local mom sharing her positive experience at an urgent care in Schaumburg.
Finally, these ads are easy for people to share, particularly on YouTube and TikTok. Be sure to use your testimonial videos in other social media ads and posts, too.
2. Search engine marketing reach Chicagoans searching online
People typically start their healthcare search online — and, most usually, by Googling. Search engine marketing or SEM can help you appear in relevant search results. For hospitals, that visibility plays a significant role in drawing new patients.
In essence, you’ll determine the phrases your ideal customers are “Googling." You’ll then compete to show up for those specific keywords.
You’ll also want to think about the URL your ad sends people to. These landing pages should be intuitive and informative. Also, make it obvious what the next step is. Book an appointment now? Reach out for a consult?
People often don’t take action right away. But a positive first experience on your website increases the odds they will later.
3. Targeted email campaigns pinpoint your Illinois audience
With targeted email marketing, you’ll connect with people who are a potential match for specific healthcare services. Medical privacy laws do limit some targeting. However, you can still focus on geographic areas, ages and browsing habits.
From there, follow-up emails, or retargeting, can further refine your audience. You'll send several more emails to people who opened your initial email.
Keep your emails concise, with compelling visuals and a direct call to action. Scheduling a call or registering for a webinar are examples. Personalization is also key. Using the email platform’s data, you’ll segment your audiences and tailor your messages for better responses.
4. Traditional media remains relevant in Chicagoland
While everything listed so far has been digital, traditional media still holds sway. This includes newspapers, radio ads, over-the-air (OAR) TV and even billboards.
Why? They’re highly visible (or audible), which lends credibility and trustworthiness to your name. They’re also still crucial in reaching older demographics if that’s a group you’re trying to get. From what we’ve seen, hospitals allot about 10% of their marketing to traditional media.
It’s ideal to use well-branded messages that are simple, direct, powerful and memorable. Consider seasonal campaigns aligning with health awareness months or local events, too.
Next steps for your Chicago healthcare marketing strategy
Competition in the Chicago healthcare market is steep. But a balanced marketing approach goes a long way. Especially with tactics like streaming ads, SEM, targeted email and traditional media.
These four tactics work best together, increasing your visibility across various channels.
Ready to revamp your healthcare marketing strategy? Talk to us. Chicago Parent and Zoe Marketing & Communications have the expertise to fine-tune your efforts.
Not quite there? Keep assessing your current marketing. Discover the importance of a multi-faceted approach. And find out which strategies work at different points in the process.
