Every hospital is trying to attract new patients to their facility. Hospitals use direct mail, print ads, billboards and television spots. In this
competitive area, you need to find ways to get in front of new eyeballs.
The first place more people go to when looking at a hospital is online. You can promote your services with pay-per-click (PPC) social media and online
banner ads, but your competitors are doing the same things. Here’s one unique way to stand out from the crowd: develop an e-book.
An e-book, or electronic book, is simply a book-length or shortened version of a publication or document in a digital form, consisting of text, images,
or both, and readable on computers and other elective devices like tablets and e-readers.
We’re sure one or more of your physicians have written a book or document on a specific topic. Perhaps it’s on an area of medicine they practice or a
procedure they perform. They can turn that book into a marketing piece to market your hospital. If you or they turn their study or book into an e-book,
it may have legs for both of you.
For example, Dr. Arvind Venkat, who practices emergency medicine at Allegheny General Hospital in Pittsburgh, Penn., recently wrote the book,
“Challenging and Emerging Conditions in Emergency Medicine.” That book is available in print and as an Amazon Kindle e-book. Same with Dr. Katrina S. Firlik, a
neurosurgeon at Yale University School of Medicine who wrote the book, “Another Day in the Frontal Lobe: A Brain Surgeon Exposes Life on the Inside.”
Her book is available in print and online for Kindle and the
Barnes & Noble NOOK e-reader. Both the Kindle and NOOK have versions of e-readers with Wi-Fi web browsing.
For the doctor, the obvious benefit is more exposure of their skills that they can now promote in online bookstores and e-book sites such as http://www.ebookauthoracademy.com and http://www.lulu.com/.
For the hospital, e-books can contain hyperlinks that direct people to the hospital’s website, which can lead to more online traffic and exposure of
your facility. You can also put a link of the e-book on the hospital’s website as another way to get web traffic.
A version of this story originally appeared on Wax Custom Communications. You can read more about it