When Littleton Adventist Hospital installed one of the first 13-second Stat Scanners in the country, they asked us to incorporate this message into a series of ads that helped position their emergency center as high tech. By mixing a re-enactment with a brief description of how the equipment benefits their patients, the ad depicts how the hospital is leading the way in bringing innovative technologies to the community.
It's not always easy to convey a "high tech" message in health care. Here are some tips:
1. Don't include visuals that are unsettling for consumers. By and large, people don't want to see themselves in typical health care settings—having procedures done, blood drawn, surgery or tests. 2. If you are promoting technology, make sure to make the prevailing message one of how it benefits the consumers. Most people don't want to hear about the bells and whistles of a new piece of technology, but are interested in what it can do for their condition or disease.
3. Engage the power of story. Real stories or possible scenarios, told in language people can understand, are almost always effective.
Health care organizations sometimes err on the side of conveying too much technical information, or too much of the softer side. Either one has its risk. We recommend balancing these messages, and making sure that you look at them from an "outside" perspective.
Do you see examples of hospitals that are positioned as high or low tech? High or low "touch"?
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