With Twitter, Facebook, and other forms of Social Media Marketing being all the rage these days, it's easy to get caught up in the on-line hype and forget that traditional off-line tactics can still effectively recruit new patients. All you need is a clear understanding of your target market and a little creativity.

Case in point. Last week I was catching up with SironaHealth Account Manager, Michelle Hendrix, and we were discussing a client of ours who is looking to recruit more out-of-network patients into their hospital and urgent care centers. Located in a city where tourism is high, this hospital has access to a large number of patients that fall outside of their network, providing a higher revenue opportunity in the event these 'out-of-towners' need immediate care. But to get these patients to choose their hospital, our client needed to find a way to build brand awareness and trust very quickly.

Building Brand Awareness Through Hotel Partnerships

To build brand awareness quickly within this niche market, our hospital client is partnering with local hotels and offering their guests free access to registered nurses via a hospital sponsored telephone triage line. By offering free, hospital branded nurse advice line services to hotel guests, they:

1. Introduce their hospital's brand. Hotels are always looking for ways to differentiate themselves from their competition. Giving their guests free access to hospital sponsored nurses is a great way to help them attract more guests -- and introduce them to your hospital.
   
   
2. Build trust in their hospital's brand. If you've ever experienced a health related issue during a trip, you know how disconcerting it can be. Providing piece of mind about one's health is a very effective way to build trust and loyalty.
   
   
3. Increase referrals to their hospital. In the event a caller requires immediate/emergency care, your telephone triage service can guide them to the most appropriate level of care within your network -- whether it be a trip to your urgent care center,  ER, or a call to 9-1-1.

By partnering with various hotels, this hospital has found a way to immediately connect with these potential patients as soon as they check-in. By providing them with a free 'healthcare safety-net' during their visit, patients are much more likely to choose their hospital in the event they need immediate care.

Key Takeaway: Go where your prospective patients are! Build trust by offering free health services and support. In turn, they'll choose your facilities when they need more comprehensive care.