Johns Hopkins Hospital in Baltimore is marketing to patents across the USA and overseas.
Johns Hopkins Hospital in Baltimore is marketing to patients across the USA and overseas using social media, print and airport advertising, and targeting doctors.
Many patients come from within the state, but an increasing number come from nearby states, all over the USA and overseas. The marketing seeks to tell potential patients that they can be treated at a hospital far from home.
The ‘How Far Would You Go’ campaign targets American and overseas patients by highlighting the organization’s brand position and promoting its medical tourism services. It is used as part of the overall brand positioning ‘Promise of Medicine’.
The aim is to tell people who might be facing complex medical conditions to understand that they can benefit from the research, discovery, and innovation that take place at Johns Hopkins.
Being highlighted is the complimentary concierge service for patients and their families travelling to Baltimore that helps with appointments and travel guidance
Over time the marketing has become more sophisticated and niche to concentrate on social media and search engine marketing.
Increasing awareness of the six medical centres within Johns Hopkins as an accessible medical destination is a key goal.
It has been successful in generating enquiries and business with measured increases in business at the medical concierge services substantially increased traffic to the website.