Community Engagement as a Marketing Strategy in Modern Healthcare

In today's digital age, healthcare marketing has evolved beyond traditional methods to establish trust and engage new audiences. Community engagement is an essential strategy to foster this.

Given that good health is a universal priority, community engagement is highly relevant to healthcare marketing plans.

For healthcare systems, building strong community ties not only builds patient trust but also drives better health outcomes.

Why Community Engagement Is Your Best Healthcare Marketing Strategy

Community engagement in healthcare marketing is crucial for several reasons:

• Trust Building: Patients are more likely to trust healthcare providers who actively engage with their community. Visibility creates awareness and connection through community events and enhances this relationship.
• Improved Health Outcomes: Engaged communities are better informed and more proactive about their health.
• Brand Loyalty: Strong community ties lead to higher patient retention and loyalty.

Trust isn’t just earned in the exam room, it starts with how your brand shows up in the community.

According to NRC Health data, patients across generations consistently rank “easy access,” “caring doctors and nurses,” and a “strong image/reputation” as top reasons they choose one hospital over another.

These aren’t just operational wins, they foster trust. And marketing that highlights these strengths can turn awareness into lasting loyalty.

Key Tactics for Community-Driven Healthcare Marketing

Building strong connections within your local community is one of the most powerful ways to earn trust and grow your healthcare practice. Below, we’ll explore top healthcare marketing tactics for community connection from patient engagement strategies to real-world examples you can start using today.

1. Community-Based Marketing

Community-based marketing focuses on engaging patients in ways that are relevant to their lives. This involves understanding local and cultural contexts, building relationships, and creating tailored services.

Finding innovative ways to promote community engagement by supporting local community organizations and projects drives patient engagement and fosters a stronger relationship with patients and potential patients. Connecting to and supporting community events or programs year-over-year strengthens this relationship.

Some examples of community-based marketing include seasonal events like festivals and health fairs or events that are service line specific such as Cincinnati’s “Paint the Square Pink” for breast cancer awareness or The Heart Mini-Marathon & Walk.  

2. Social Media Campaigns

Platforms like Facebook and Instagram enable healthcare providers to share success stories, health tips, and patient testimonials. Engaging content increases visibility and encourages community interaction.

Recently, Brandience and TriHealth’s award winning cancer campaign leveraged social media to encourage community conversation for patients and family members touched by cancer. The social ads featured common questions and fears associated with the cancer journey and included a call to action: “Ask Fearlessly.”  The engagement included personal stories from cancer survivors, expressions of gratitude for the exceptional care received, and praise for specific doctors, highlighting the profound impact of TriHealth's care.

Equally important to posting content is responding to comments and messages. Active community management like acknowledging questions, thanking users for their input, and addressing concerns, helps humanize the brand and builds trust. It shows that the healthcare provider is listening and values patient voices, which can significantly boost engagement and loyalty.  

For a deeper dive into how community management strengthens relationships and drives engagement, read this article on building stronger customer relationships through community management.

3. Educational Content

Creating blogs or videos that educate patients about conditions, treatments, or preventive care methods can significantly boost engagement.  

Beyond a provider’s website, platforms like YouTube can be leveraged to share videos and promote engagement.

For a deeper dive into how healthcare marketers can effectively use YouTube to educate, engage, and earn patient trust, check out this insightful article by Danyelle Horrillo, VP of Digital and Programmatic Media at Brandience: How YouTube is Transforming Healthcare Marketing.

4. Local Partnerships

Partnering with local organizations and businesses can enhance community engagement. Collaborations can include sponsoring local events, participating in community health initiatives, and offering joint health programs.

Aligning with organizations that have a shared mission, and values drive authenticity and enhance trust. Partnering with local schools and community centers to provide education programs or free screenings helps foster strong community presence.

Cincinnati Children's Hospital Medical Center for example, has partnered with the Avondale community, investing over five years to improve child health and well-being. This initiative includes community building efforts and health programs that address significant health needs beyond traditional healthcare services.

The Lasting Impact of Community Engagement in Healthcare

Building community engagement through healthcare marketing is not just about promoting services; it's about creating meaningful connections that lead to better health outcomes and stronger patient loyalty. By leveraging community-based marketing, social media campaigns, educational content, and local partnerships, healthcare providers can foster a sense of trust and belonging within their communities.

Looking to strengthen patient loyalty through community-based marketing that builds real trust? At Brandience, we specialize in healthcare marketing strategies that create meaningful connections that lead to better outcomes.