Marketing Report Explores Underused Media Channel

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Protocol Reveals the Benefits of Owned Media in Hospital Marketing

Healthcare marketers are always looking for new ways to reach hospital audiences by experimenting with new mediums; however, the most obvious form of media is often overlooked. Every day hundreds or even thousands of people pass through a hospital’s doors; why not use those facilities to engage with its audience? A recent issue of the online marketing report Protocol explains why owned media shouldn’t be overlooked in a healthcare marketing plan.

The issue titled, “Marketing in Hospital Channels” defines owned media as those marketing and communications channels that organizations create or control, versus paid media like banner advertising, television spots and billboards; or earned media where an article appears in traditional or online media.

For hospitals and health facilities, owned media includes the building and other physical assets, the website and social channels. Properties and vehicles are particularly valuable because of the large amount of exposure they can generate both inside and outside the facility.

There are endless opportunities to create owned media in a hospital or clinic setting. Examples range from external signage, vehicle wraps, artwork, grounds, interior design and digital displays to floor and wall graphics, screen savers, information design and corporate communications. Owned media messages can appear in virtually any public space, from entries to exam rooms, cafeterias to elevators, stairwells to parking garages.

“Anything or anywhere an organization can use to send a message or make an impression can be considered owned media,” said Mark Shipley, President and Chief Strategic Officer of Smith & Jones. “It’s also an opportunity to communicate a message to those who are closet to the brand.”

Read more about owned media in “Marketing in Hospital Channels” and subscribe to Protocol at

About Protocol
Protocol is the marketing report for hospital CEOs and practice administrators, delivering timely, relevant and practical information that healthcare leaders can apply to their organization’s marketing communications and branding efforts. The newsletter is published by Smith & Jones, an advertising and brand strategy firm that specializes in marketing for hospital systems and large physician practices. Learn more at

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