In one year, market share for neonatal services at one hospital dropped by 13.8% because several OB physicians elected to change their hospital affiliations. This story is nothing new in the healthcare industry, but it demonstrates how marketing can play a significant role to regain market share caused by an operational issue.
In just two years, the hospital regained 8.1% in market share. And the trend line continues to point up.
How was this accomplished? A small investment was made in marketing to support outreach activities in the community along with a digital marketing and direct marketing campaign.
By executing unique, fun and direct ways to engage moms and mothers-to-be, we were able to deliver big smiles to their faces which translated into delivering more babies, and ultimately, delivering bigger smiles to the faces of the new OB doctors, nurses and hospital administrators.