Benefits in Being Different—7 Options For Setting Your Health System Apart From Competitors

For hospitals and health systems everywhere, branding is incredibly important. You want current and potential patients to see your logo and know exactly what sets you apart from the masses. Without a clear focus or mission, patients may be left confused as to which services you offer and, most importantly, what it is about those offerings that make them better than what they could get down the road or across town. If you fail to position your services as different—and better—consumers are likely to seek care elsewhere. 

When it comes to marketing, it’s tempting to say that your hospital does anything and everything—and perhaps it does. But, effective branding requires staking a niche position that helps you stand out. What is it that sets your hospital apart from the competition? Maybe you just built a state-of-the-art birthing center that’s perfect for bringing new families into your health system. Maybe you have many smaller locations in rural areas, making your health system the top choice in these often underserved markets.

Whatever it is, you need to define your hospital’s unique identity to capture market share. Molly Gamble talks about how to do this in her Becker’s Hospital Review article, “7 strategies for health systems to distinguish themselves.”  She offers different ways you can differentiate yourself from other hospitals. Which of these positions could you claim?

1. The R&D Leader. If your hospital offers innovative and experimental treatments, make sure your community knows! When patients are really sick and looking for answers that are elusive, many are willing to try experimental treatments; let them know you’re there to help them.
2. The Clinical Specialists. Do you specialize in cardiology or cancer treatments? What about pediatric care or women’s health services? If you have an exceptional department with great providers, particularly in a specialty area that the competition can’t beat, promote these services to the public.
3. The Convenient Health System. If your health system is a convenient (and quality) option for your community, spread the word! Make sure to stress that, because of the quality and variety of services you offer, there’s no need for patients to travel great distances to receive care. Healthcare, after all, is still very much a local service.
4. The Integrated Service Provider. Do you offer a wide range of services that allow patients to get all of their healthcare needs taken care of in one place? They can be diagnosed, receive treatments or procedures, and follow-up care all in one convenient location.
5. The Premium Health Provider. Gamble writes that premium health providers tend to offer luxury, personalized, or holistic services. These services may appeal to certain patient segments, so make sure you’re targeting these messages to the right niche market segments.
6. The Value Maximizer. Gamble describes these systems as places where patients can go for the best value for their money. This could mean they can get many services taken care of in one place, or they may simply feel that the treatment they receive is well worth the price.
7. The Price-Cutter. “Price cutter systems may reduce costs by delivering care in a lower-cost geography or lower-intensity setting, or they may allow physician assistants and nurse practitioners to handle more aspects of the care,” writes Gamble. If you offer great services at affordable prices, this could be a major selling point for your community and surrounding areas.

 These are just a few examples of the various positions that your health system might lay claim to in an effort to stand out from the masses. Remember, it’s all about positioning. What do you have to offer that’s different—and better—than what the competition can offer? Finding, and focusing clearly, on your niche brand position, can help you build market share in areas that represent the most value to you—and to consumers in your market. 

What have you done to differentiate your hospital from the competition? Share your advice in the comments!

About Us:

You can trust the healthcare marketer who has been in your shoes! Jean Hitchcock has spent more than 25 years at some of the nation’s most respected health systems. As a healthcare marketing and communication leader, she understands your competing priorities. Your strained resources. The pressure to differentiate your services and distinguish your brand. All amid seismic changes in our healthcare system. You’re busy. We can help.