Hospital marketing – to blog or not to blog?

Hospital marketing – to blog or not to blog?

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This is not the question.

It’s been a couple years since I gave a conference presentation about why healthcare system and hospital marketers should “enter the blogosphere” as the nucleus of their healthcare social media strategy. But the numbers still reveal only a small percentage of healthcare systems and hospitals blogging.

There are two changes in healthcare suggesting that providers should “rather quickly” begin to engage consumers in their own health:

First, consumers being able to take control of their healthcare decisions by voting with their wallets for the care that will give them the best value.

Second, patient-centered population health redefining the care delivery model (and the traditional competitive playing field) to include everyday aspects of health like nutrition, lifestyle and wellness.

A blog is a simple and effective way to engage with, and make a meaningful difference in the daily lives of, your communities and patients who are integrating health into their daily routines.  Also, while print ads or tv spots are fleeting, a blog has a long shelf life. It is also a great mechanism for:

  • building attraction
  • creating more value
  • fostering trust
  • enhancing relationships
  • energizing from the inside-out
  • promoting transparency
  • creating separation


A blog doesn’t take a lot of investment.  And it’s ROI (in terms of building affinity, reputation, social influence and business) can be substantial. Unlike Facebook or Twitter, or even your healthcare system or hospital website – your blog is where real conversations can take place and where someone can spend some quality time with your organization. It’s a place where you’re pursuing relationships and fostering communities of consumers.

I’ll follow-up in another post about the six strategic questions you need to consider to build your blog. In the meantime, if you have any questions, let’s talk.





Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.