Hospital Marketing—building business on a smaller budget

Today, medical center Marketing Directors are being given smaller budgets while being expected to drive more business.

What’s the answer? Smarter design, more physician involvement and an emphasis on less expensive digital media.

Jupiter Medical Center’s quarterly newsletter was redesigned by Gibson/Roscoe as a far more upscale “Magazine Style” communication piece. The new look enhances the brand, yet printing costs are slashed with a smarter size and choice of paper stock. Also, the number of pages are kept to a minimum: stories begin in the magazine, then continue on the medical center’s web site. Marketing’s new goal is to increase use of the medical center’s web site, where patients can easily find the information they want, and the hospital marketing team can follow up with offers best suited to the visitor’s areas of interest.