Marketing in Healthcare: communication that creates trust and attention

Within the healthcare sector, clear and careful communication is essential. Patients, healthcare professionals and partners need to understand information quickly and feel confident in the message. Creative marketing tools can help. By presenting information in an original and tangible way, you increase the chances of a message really getting in. Whether sharing information, supporting a campaign or strengthening a relationship: the right form of communication makes all the difference.

Popcorn Bin - Red Cross Flanders

For a digital edition of the Prelude 2021 event, Red Cross Flanders chose an invitation that immediately set the right mood. Instead of a traditional card, invitees received an eye-catching popcorn packaging containing the invitation to the event. A playful and original way to get participants in the right mood in advance.

St Francis - Turning Card

This Turning Card was developed to present Francis' strategic communication framework in a clear and visual way. The map brings together different parts of the strategy into one compact whole, making it clear at a glance how the organisation looks to the future.

By turning the map, the different elements of the communication frame appear step by step, such as the internal situation, external developments and the organisation's ambition. In this way, a logically constructed story emerges in which the different components reinforce each other.

Rivierenland Hospital - Turning Card

For Hospital Rivierenland, LocoMail developed an eye-catching Turning Card To communicate the organisation's values compass in a clear and accessible way. In a hospital environment where many employees work together daily around care and patient experience, it is important that core values are not only named, but also made visible and understandable. This map helps in this respect by presenting information clearly and interactively.

Frequently asked questions about marketing in healthcare

Marketing in healthcare requires a careful and clear approach. Below, we answer some frequently asked questions on how healthcare organisations can use marketing effectively.

How can you use marketing in healthcare effectively?

Marketing in healthcare requires a different approach than in many other sectors. This is because healthcare institutions communicate not only with clients, but also with patients, family members, volunteers and referrers. Trust, clarity and commitment play a major role. Good marketing in healthcare is therefore mainly about communicating information clearly, strengthening trust and making the value an organisation offers visible. Think, for example, of communication about new care locations, improved treatment methods or initiatives to better support patients. By presenting these messages in an accessible way, healthcare organisations can show what they stand for and what they mean to people.

Why is clear communication so important in healthcare marketing?

Healthcare is all about trust. People often seek information at times when they are uncertain or need support. Therefore, it is important that communication is clear, understandable and personal. Good marketing helps healthcare organisations present information clearly and get their message across in an accessible way. This could be about new treatment options, changes within a healthcare institution or initiatives around prevention and health, for example. Through clear communication, patients and stakeholders feel better informed and more involved with the organisation.

How can healthcare organisations stand out with their communications?

As much information in healthcare is shared digitally, it can actually be powerful to use physical communication as well. Tangible communication catches the eye faster and often sticks around longer. Think, for example, of a creative mailing, informative cards or eye-catching invitations to meetings and open days. Presenting a message in a visual and surprising way increases the chance that the information will actually be read and remembered. This can help in campaigns around education, staff recruitment or informing patients about new developments.

At what times can marketing be used in healthcare?

Marketing in healthcare can be valuable at different times. For example, at the opening of a new department, the introduction of a treatment programme or a campaign around health and prevention. Marketing can also play an important role at events such as open days, information meetings or staff recruitment campaigns. By being visible at the right time with a clear and appealing message, healthcare organisations can better reach their target group and increase their involvement.