As a healthcare construction contractor, your core competencies are building healthcare facilities that meet the needs of your clients, that offer a top flight patient experience, and that stand the test of time. When you set out to build a healthcare construction business, you may not have put much thought into the marketing aspects that would be necessary. But the truth is that without an adequate marketing strategy, you may begin to lose the best projects to teams that are more marketing savvy. In the healthcare industry, your efforts must go beyond old school tactics like print ads and word of mouth. The space is crowded and you want to stand out.
Keep reading for five creative and effective ways to market your healthcare construction business.
1. Go Digital
If you don’t already have a website, now is the time to get one. A website is simply the easiest way for potential clients to learn about your company, see examples of your work, and ultimately contact you when they want to talk about future projects. While it may seem like a major investment to develop a website from scratch, you do not necessarily have to go with the highest end design. Something clean and simple can still look professional and drive traffic to your company.
A website is not the only way that you can use the internet to your marketing advantage, either. Email marketing, using an automated email system, can be an extremely effective way to keep potential clients engaged with your company.
2. Social Media Isn’t Just for Fun
Also in the digital marketing realm is social media. Despite its prevalence, there are still many companies that are resistant to using social media as a marketing tactic, and that resistance certainly spreads into the construction world. But the fact is that there is an audience for your work on social media platforms like Twitter, Facebook, and LinkedIn. For instance, 50% of LinkedIn users say they are more likely to buy from a company that they have engaged with on LinkedIn. With more than 414 million users worldwide, that is a huge potential return on just that single social network. When you promote your business on LinkedIn and engage with prospective clients, you are doing important work of both marketing and building personal relationships that will be valuable for years to come.
3. Event Marketing
The healthcare space can feel crowded, but there is at least one way that works to your advantage: there are always local healthcare construction, facility management, and related events going on. As a healthcare contractor, you need to be sure that you stay engaged with these events. While you don’t have to necessarily shell out for a booth at every trade show or travel around the country making new contacts at events, be sure that when you do attend you are getting the most out of each instance. Get a speaking slot, host a cocktail hour, and do whatever you can promote your brand at each event you attend.
4. Sell Your Expertise
Healthcare facilities want to work with experts in the field, so it is essential that you market to the fact that you are indeed an expert. And this does not mean simply putting forth the company’s founder or head contractor as an expert in the field, but also by indicating where the different members of your crew have their expertise. You can do this through blog posts, or crew member bios on your website, and by encouraging your best team members to join professional organizations, earn necessary certifications, and participate in community events.
A strategy that includes your entire team has the added benefit of making sure your team members know they are valued and improving morale while reducing turnover.
5. Submit for Awards
Nothing sounds quite as good to a client as hiring an “award-winning contractor.” Consider submitting your most successful projects for consideration for any relevant awards. You may be surprised how quickly you find yourself the recipient of an award, and from there how much your phone starts ringing.
We have only begun to scratch the surface of what it takes to successfully market for a healthcare construction contractor. You should be prepared to make a dedicated effort and invest both time and resources in developing the right marketing strategy, but with some patience you are sure to start making your company stand out.