CUSTOMERS WHO ENCOUNTER THE HOSPITAL ADVERTISEMENTS MAKE WISER DECISIONS.

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“CUSTOMERS WHO ENCOUNTER THE HOSPITAL ADVERTISEMENTS MAKE WISER DECISIONS.”

 

According to the Ministry of Health and Welfare, over 300 thousand patients have visited Korea from abroad.
As the Korean government officially started to support the invitation of patients from abroad since 2009, Korea’s medical industry has produced substantial results, enough to consider the medical industry as a high-revenue industry. Along with the increase of medical industry itself, the field of medical promotion has also become a prominent field of business. Unlike the advertisements for corporations, hospital promotions have been known to lack in persuasiveness and excessively regulated.
There are currently various ways for a hospital to promote itself, including viral marketing platforms such as Facebook, Instagram, Blogs, and other various channels, newspapers, and aired commercials. With the change of era, the wants, perspectives, and life styles of the customers have changed as well. To attract the attention of the customers, a unique hospital commercial with brilliant idea that can satisfy the customers’ need for excitement is required. The point of a hospital commercial is to provide information about a distinguished medical technology and credibility of the hospital. For most medical facilities in Korea, the quality of medical technology and facilities is quite equivalent. For a hospital to distinguish itself from the rest, it must invest in emphasizing what differentiates it from the rest.
Generally, customers rely on the testimonials for assessing the expertise and credibility of the hospital. Consequently, hospitals rely on viral marketing to reach out to their target customers. But customers are smart enough to distinguish the true testimonials from the promotional testimonials written by the marketers of the hospital.
Most customers even reported that overly dramatic testimonials cause a negative effect on the hospital’s brand image. Eventually, branding has emerged as a new solution for the hospital advertisements. Hospital branding is a marketing method that emphasizes the purpose and intentions of the hospital to increase the credibility of the brand itself.
Recently Medical Round, a production company specializing in hospital marketing has produced a new concept of advertisement, that can be aired in subway stations. Director Eun You Kim, who has won the “Most popular YouTube advertisement award”, with her LG U+ advertisement, starring the girl band, EXID, has taken over the project to produce a truly unique cosmetic service advertisement. Director Eun You Kim has already made a name for herself as one of the best K-Pop Music Video director, and was given the nickname of “Film Artist of 5 minutes.”
Medical Round has collaborated with Director Eun You Kim for this project from beginning to the end. The final product of the project will be first aired in Samseong station on the 21st. Medical Round has stated, “The branding film we have produced is more than a simple commercial, but rather movie that combines the images to create a new value for the brand.”

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