Aspirational marketing: Not just for luxury brands

by Jenn Riggle When people think about aspirational marketing, they think of the glitzy conceptual ads for perfume, foreign cars and other luxury brands. You know the ones I mean--I grew up watching Chanel No. 5's "Share the Fantasy" ad with a woman daydreaming by the pool or Cadillac's "Red Blooded Luxury" that shows the next generation of Cadillac drivers. Both ads are selling more than perfume or cars--they're selling a dream and way of life. So how does this apply to hospitals? Hospitals play an important role in the communities they serve, but no one really wants to have to use their services. It's sort of like having an insurance policy you never want to use. Years ago, if you were sick, you went to the local community hospital. But today, people have more options about where they go to receive care. That's why it's important for hospitals to be top of mind and to build emotional connections with people. Here are some questions hospitals marketing teams should ask themselves when they're developing a marketing program: Are you on the corner of happy and healthy? Walgreen's got it right. Pharmacies aren't only where you go to pick up prescriptions--they're a convenient place where you can go to buy daily necessities. By the same token, hospitals are more than a place where you go when you're sick. They're where you go to get the care you need to lead a healthy life. Yet most hospitals focus their marketing efforts to promote their service lines, such as cardi...
Source: hospital impact - Category: Health Managers Authors: Source Type: blogs