Hospitals: Showcase Your Technology

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It’s not enough for hospitals to acquire new technology — it’s also essential to promote those advances to patients and future healthcare professionals.

Putting new technology at the forefront of any marketing campaign lets you highlight what may not be visible from your facility’s exterior. “You may have an operating room that has the latest technology, but if you walk around the hospital and it looks old, nobody can tell,” said Jorge Mendia, M.D., at a Miami hospital.

Direct mail, website content and blog posts can showcase hospital electronic systems, equipment, digital technologies and other advances, and inform patients and staff that your hospital is on the leading edge.

For patients, the element of newness is a key consideration when choosing hospitals. In a recent Wax survey (http://waxcom.com/healthcare-survey-results.html), patients were asked how important a hospital’s “newness” was when determining their thoughts and feeling about a “hospital’s overall quality.” Only 15 percent said it was of little importance or unimportant.

Bottom line: New technology attracts patients to your facility. While a hospital can’t choose to be new, it can choose to show off its new tools and expertise

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