The digital revolution has paved the way for hospitals to reach out to their patients through online media. As hospitals and doctors continue to leverage the power of digital marketing to reach, educate, and serve patients, this evolving landscape brings along a set of ethical challenges that demand careful consideration.

The age of digital convenience and accessibility

The significant increase in internet penetration, widespread availability of smart devices and the changing patient behaviour have made it imperative for healthcare providers to establish an online presence. From telemedicine to health apps and online health portals, digitalization has permeated every facet of healthcare. Patients today are more informed and proactive. They use digital platforms to seek healthcare information, research treatment options, and even read reviews of hospitals and doctors. Hence, hospitals must embrace digital marketing to gain a competitive edge and connect with these informed patients effectively. It allows them to reach a broader audience, engage with potential patients, and showcase their services and expertise.

Ethical Marketing Plan for Hospitals is a multi-faceted approach

An ethical marketing plan for hospitals is not a ‘one size fits all’ strategy; this approach encompasses several key aspects of digital marketing from crafting a meticulous content strategy to content creation and optimization to consent-based communication channels like email communication. Optimise your website for search engines (SEO) to help patients find you easily. Yet, it goes beyond conventional marketing; it’s about cultivating and nurturing the trust that patients place in healthcare institutions.

~Let’s elaborate on some strategies for ethical digital marketing in the healthcare industry:~

• Cause-Based Marketing: Align your hospital with a meaningful cause that resonates with your speciality and connects with patients on a deeper level
• Personal Brand: Patients often seek healthcare providers they can relate to and trust. By sharing your journey, knowledge, and insights, you can establish a personal brand that resonates with your target audience. Stick to your expertise, your speciality.
• Patient Experience: Focus on providing exceptional care and experiences for your patients. A positive patient experience becomes a powerful narrative for your brand.
• Case Studies: Share anonymized, real-life patient stories that demonstrate your hospital’s expertise and commitment to patient well-being. These case studies not only provide hope to others but also serve as educational tools for your peers and potential patients.
• Patient Journey Mapping: Tailor your messaging and services to meet patients’ needs at each stage of their healthcare journey. This approach ensures that your digital marketing efforts remain patient-focused and empathetic.
• From Local to Global: In an increasingly globalised world, ensure that you meet the ethical standards and regulatory requirements for treating patients from different communities, including language support and cultural sensitivity.
• Rebranding: Make a strategic shift that reflects your commitment to evolving healthcare standards, technology, and patient expectations with the evolving landscape. Ethical rebranding communicates your adaptability and dedication to providing cutting-edge care.
• Collaboration: Collaboration over competition benefits both healthcare providers and patients. Partner with other healthcare professionals, organisations, or community initiatives to extend your reach, improve patient outcomes, and create a positive image of your hospital within the healthcare ecosystem.
• A hospital’s reputation is a precious asset: Ethical marketing doesn’t just manage perceptions; it actively builds and enhances the hospital’s reputation. Reputation management is integral, requiring active listening to patient feedback, and responding to feedback professionally and empathetically. Constructive criticism is acknowledged and addressed with a clear commitment to improvement. It’s a continuous journey of enhancing patient experiences, demonstrating that the hospital genuinely values its patients’ well-being.

The Grey area between promotion and misinformation

The power of social media is not unknown to any, but one misstep makes it a breeding ground for misleading information. Hospitals must navigate the fine line between promotion and misinformation with caution, ensuring that their digital presence reflects their commitment to patient well-being and ethical values. The ethical approach here is to provide information that is not only valuable but also evidence-based. Ethical content aims to empower patients by answering their healthcare questions, debunking myths, and addressing health concerns in plain and understandable language. Hospitals should also handle patient queries and concerns with sensitivity and accuracy, steering clear of sensationalism.

Ethical digital marketing is not an option; it’s a moral imperative

Healthcare is fundamentally different from other industries. It deals with people’s lives, health, and well-being. When patients seek healthcare services, they are often vulnerable and in need of guidance. In such a context, trust becomes the cornerstone of any healthcare relationship. Ethics uphold the responsibility of the hospitals to provide accurate, truthful, and transparent information about their services. The very essence of ethical digital marketing in healthcare is to cultivate and maintain this trust. Patients rely on the information they find online to make crucial decisions about their health. When hospitals maintain ethical standards in their digital marketing efforts, they are essentially safeguarding not only the health but also the trust of their patients. Patients should have confidence that the healthcare provider’s digital presence mirrors the quality and integrity of the care they will receive.

Ethics in Marketing is an investment with high returns

Ethical digital marketing goes beyond moral obligations; it is also a strategic business decision. Hospitals that engage in ethical marketing practices often experience positive traction in the digital space. They stand out as trustworthy and reliable sources of healthcare information and services. When hospitals prioritise honesty, transparency, and patient-centred communication in their digital marketing efforts, patients are more likely to choose them over competitors. This patient-centric approach resonates deeply with healthcare consumers and hospitals that consistently adhere to ethical efforts tend to see a significant return on this investment through:

Conclusion

In summation, prioritising employer branding gives companies an edge, aiding in talent retention and acquisition. Through consistent efforts and genuine engagement, companies can weave a compelling brand narrative that resonates internally and externally.

• Increased Patient Engagement: Patients are more likely to engage with hospitals they perceive as ethical. They are more willing to seek information, ask questions, and ultimately, choose these hospitals for their healthcare needs.
• Larger Patient Base: Ethical marketing practices can attract a larger patient base. As patients become advocates for trustworthy healthcare providers, they bring in friends, family, and referrals.
• Enhanced Reputation: Ethical marketing contributes to a hospital’s reputation, both online and offline. A positive reputation is invaluable in healthcare and can lead to sustained growth and success.

Ethical digital marketing in healthcare is not just a choice; it’s a responsibility that goes hand-in-hand with providing high-quality care. Hospitals that embrace ethical marketing practices are not only ethically sound but also strategically positioned for success in an increasingly digital and competitive healthcare landscape.

Author:

Mohammed Ilias
Ethical Marketer & Founder, BCC Healthcare