The end of the year presents a unique opportunity for healthcare organizations to do something they don’t typically get to do. Let their communities know that they care about them without actually providing them with care. Sending a simple holiday greeting boosts brand loyalty and recognition with former patients and is the perfect opportunity to set your hospital apart and build a stronger relationship with people in the community.
Steps for getting started
Start planning early. Consider sending out your message about a week before the end of the year, and allow yourself 2-3 weeks to write and edit your message.
Decide what your message is going to be. Choose an element that is strong for your organization and highlight it. If you’re known for your friendly and helpful staff, consider a video greeting showing the staff wishing everyone a happy holiday. If your hospital is very active in the community, create a slideshow featuring event photos. No matter what the message is, keep it as upbeat and cheery as possible.
Next, you need to decide how you will communicate your message. Take a look a previous marketing campaigns to see where your strongest returns came from. You might know that your audience enjoys videos, or that they respond positively to mail pieces. Maybe you have an email newsletter, or a Facebook page with a strong following. Whatever it is, use your marketing strengths to get out your message.