Digital Marketing in Health Care Essay

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Digital Marketing

I have selected the Jackson Jackson Health System, based in Miami, one of the largest health care facilities in the country. I have selected the Digestive Health program. The website for Jackson Health System is http://www.jacksonhealth.org/services-otolaryngology.asp

Despite its size, the Jackson Health System does not appear to have any particular marketing campaign, and the Digestive Health department definitely does not have a marketing campaign. The system's slogan is Miracles Made Daily, a weak and generic slogan and says nothing, and honestly does nothing to inspire. First, I don't want a miracle, I want a professional doctor to save me – if I'm relying on God to save me, why would I pony up for health care services? I know what they are trying to say with this slogan, but it misses the market big time for me.

I agree with the Jackson policy that individual departments do not necessarily need slogans. If you look at the four Ps of marketing, health care is one of those areas where Product matters – we're putting our money into the best doctors and best equipment, and differentiating based on our ability to provide better health outcomes. If we are going to put an unofficial slogan on the website, it would reflect that: "America's best care."

A campaign, however, is different.

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The objective of this campaign to create awareness that Jackson has a particular specialization in gastroenterology. There are other providers in South Florida against which we compete. Jackson has a great brand in the region, and that can attract people. More important, we want to start on the prevention side – creating awareness of GE issues in order to raise awareness and position ourselves as thought leaders on the subject.

The campaign will focus around the slogan: "Healthy Gut for Health Living."

There are a number of ways to measure engagement with a digital campaign – if you're using a tool like Hubspot or Hootsuite you'll get quite a bit of data on social media engagement, blog engagement and that sort of thing. Even better is to create a contest or game that people can interact with. Doing that will provide us with metrics as to how many people are engaging with the promo as opposed to passively consuming it. Moreover, the message will be stickier if we get people to interact. I would definitely….....

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Latest APA Format (6th edition)

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"Digital Marketing In Health Care" (2017, November 23) Retrieved June 6, 2026, from
https://www.aceyourpaper.com/essays/digital-marketing-health-care-2166566

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"Digital Marketing In Health Care", 23 November 2017, Accessed.6 June. 2026,
https://www.aceyourpaper.com/essays/digital-marketing-health-care-2166566
   

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