For many hospitals and medical centers, communication infrastructure has not kept pace with medical technology. While surgical suites and diagnostic labs are state-of-the-art, the systems used to reach the frontline workforce often remain fragmented, relying on a mix of legacy pagers, slow-moving intranets, and physical noticeboards that are outdated before the ink is dry.

To move toward a truly connected healthcare environment, leadership teams are increasingly looking at digital signage not as a marketing tool, but as operational-grade communication infrastructure. 

What are current hospital communications systems?

Many hospitals use a mixture of technology to communicate with both their staff and patients. On one hand, there is wide adoption of email and intranets to share broader internal comms with staff, but also more direct communications through tools such as pagers, which are still a popular tool in many healthcare settings.

Nurse stations still often rely on physical whiteboards or paper notice boards, which can quickly become cluttered, confusing and outdated. The physical whiteboard is also not the most secure in terms of data sharing and can easily be manipulated, either accidentally or through miscommunication.

And interdepartmental communication can still rely on something as outdated as a fax machine, although email and direct messaging is also regularly used. 

Digital signage has started to make an appearance, but less as a hospital communication system, and more as a promotional tool. TV screens in waiting rooms are more likely to be showing intermittently updated content or, worse still, streaming news channels which have been shown to negatively impact patient anxiety. 

The importance of operational-grade infrastructure

In a corporate or retail setting communication failures are an inconvenience. In healthcare, they are an operational risk. And this disconnect can have a knock-on impact across departments and roles. For example if a nurse is unaware of a policy change, a porter cannot see real-time bed capacity, or ambulance crews are not aware of a bottleneck situation, the result is friction. 

This friction adds up to more than just issues with patient care and service delivery, but also a staggering economic cost, driven by wasted time and decreased employee morale.

This underlines the importance of a truly operational-grade hospital communication system, one that doesn’t require accessing an intranet or messaging app. And as with anything in a healthcare environment, these communication systems needs to be built on three pillars: security, reliability, and scalability. 

For the IT team a digital signage system must be treated with the same rigor as any other endpoint on the network. This means ensuring that the system is SOC2 compliant and capable of being managed centrally without requiring manual intervention at the screen level.

Security first: HIPAA and network requirements for healthcare

One of the primary concerns for healthcare IT teams is network security. A hospital digital signage system should never be a black box on the network. Modern systems allow for complete network isolation through the use of VLANs, ensuring that the signage traffic is entirely separate from critical medical data or patient records.

Using enterprise-grade media players that support remote management and lockdown modes, IT teams can prevent unauthorized access. 

Furthermore, integrating the system with existing Single Sign-On (SSO) providers like Azure AD or Okta ensures that access is governed by the hospital's overarching security policy. This level of control removes the IT headaches traditionally associated with "Shadow IT" data solutions that might be bought by individual departments.

Nurse stations: Internal comms beyond the intranet

The most difficult group to reach in any healthcare setting is the deskless worker. Our research into frontline friction found that staff who feel disconnected from organizational goals are significantly more likely to churn. And in a sector already facing a global staffing crisis, digital signage provides a way to bridge this gap.

But it’s not just the deskless workers such as ambulance crews or porters. Busy frontline teams can also miss important messages if they don’t have time to check their inbox. Staff nurses and doctors are often working on busy schedules, leaving little time to logon to Teams or Staffbase.

This is where placing screens at nurse stations and in staff breakrooms can help busy hospitals to surface information. Rather than important memos being buried in an email inbox or on an intranet portal, screens surface those critical updates, real time bed availability, reminders and even messages of thanks. 

Digital signage software such as ScreenCloud natively connects to popular staff intranet portals and messaging apps, allowing comms teams to display key memos and company news in real time. But it goes beyond text updates. 

The dynamic nature of screens means you can also integrate live shift rosters, bed management dashboards, or emergency protocols directly in the staff’s line of sight.

Better patient comms and reducing anxiety

Patient communication is the other half of the operational puzzle. In pharmacies and waiting rooms, digital signage serves to reduce perceived wait times and lower patient anxiety. Providing clear, real-time information about queue positions or clinic delays gives medical centers the ability to manage expectations and reduce the burden on reception staff.

And it’s not just about queue management. Digital signage screens offer an opportunity for patient education. Instead of static posters that to often go ignored, dynamic content can explain preventive care, promote seasonal health services like flu clinics, or provide wayfinding assistance. 

This access to dynamic content and a captive audience also gives healthcare facilities another opportunity: advertising revenue.

Waiting room screens can be a great place to share promotional content. Whether that’s upselling your own supporting services, or promoting local businesses and brands.

Read more: Improve waiting room TV with digital signage.

The reliable broadcast: Always-on connections

When it comes to managing mission-critical infrastructure, it’s all well and good until the signal drops out. Live data does, of course, rely on live connections to the source.

Modern digital signage such as ScreenCloud addresses the challenges of intermittent connectivity by caching data on the media player. This means the media player downloads the content locally and plays it from internal storage rather than streaming it. If the network goes down, the screens continue to function. 

For the IT team, this means fewer support tickets and the assurance that critical wayfinding or safety information will remain visible even during a connectivity outage.

Using a ScreenCloud media player such as our PIXI or Station P1 Pro also means access to Remote Device Management (RDM). This gives you the ability to troubleshoot devices without needing to be present - whether that screen is in a different department or even a completely different time zone.

Centralized vs. decentralized: Managing multi-campus systems

Managing communication across a vast healthcare estate, encompassing hospitals, dental surgeries, and assisted living centers, requires a balance of centralized oversight and local autonomy. 

A unified platform allows the central comms team to push global updates across the entire network, while giving individual department heads the ability to post local updates, such as staff recognition or specific ward news.

This hierarchy of access ensures that the system remains relevant to the people on the floor while maintaining a consistent brand and security standard across the organization. It moves the hospital away from a fragmented approach toward a cohesive communication strategy that supports both the frontline worker and the patient.

The ultimate goal of investing in healthcare communication infrastructure is to reduce the friction that slows down care and exhausts staff. When information flows seamlessly from the digital headquarters to the physical ward, the economic and human costs of being disconnected begin to vanish.

By treating digital signage as a secure, scalable, and operational-grade system, healthcare organizations can ensure that their most valuable asset, their staff, has the information they need to provide the best possible care.

Find out how ScreenCloud’s full stack healthcare digital signage solution can reduce the friction in your healthcare facility.

A hospital communication system is the unified network of tools and protocols used to share information across a medical facility. It encompasses everything from emergency alerts and clinical data to internal news and patient flow updates. Unlike standard corporate systems, healthcare communication must be operational-grade, meaning it is reliable, secure, and accessible to frontline staff who do not work at desks.

Digital signage is used to bridge the gap between digital data and physical spaces. It provides wayfinding, wait-time updates, and health education in waiting rooms. For staff, screens at nurse stations and in breakrooms display real-time bed capacity, shift rosters, and safety alerts. 

How is digital signage used in hospitals?

Intranets can help reduce churn by fostering a sense of connection and belonging. However, their effectiveness in healthcare is often limited because frontline staff rarely have time to log in. Our study, Disconnected and Disengaged, highlights that when staff feel out of the loop, morale drops and turnover increases. An intranet only reduces churn if the information within it is actually seen. Combining an intranet with a visibility layer like digital signage ensures that even the busiest clinicians stay informed.

Can intranets reduce staff churn in healthcare?

Yes. Modern platforms like ScreenCloud integrate directly with major intranet providers such as SharePoint, Staffbase, and Unily. This allows hospitals to surface important intranet content—like news, safety protocols, or employee recognition—onto screens throughout the building. This multichannel approach ensures that critical information lives where the staff is, rather than being trapped behind a login screen on a terminal they may not have time to use during a shift.

Can you display intranet information on digital signage?

Modern hospital communication systems rely on multiple channels to reach staff and patients. Is digital signage the missing layer for improving healthcare comms?

Managing Communication in Healthcare with Digital Signage

In healthcare, frontline workers are the backbone of patient care. Nurses, doctors, technicians, and support staff all keep the wheels turning in hospitals, doctors offices and dentists. 

Yet, they often struggle to access critical information due to the limitations of traditional intranets. 

According to our research with Unily, 72% of frontline employees across industries don’t have a strong grasp of company strategy, and 71% admit to using unauthorized tools to access information when official channels fail them.

In healthcare, this access to timely information is critical, not just to the smooth management of the workplace but often in cases of literal life and death. 

Digital signage offers a solution by surfacing intranet content in high-traffic areas, ensuring frontline staff stay informed without disrupting workflows.

The problem: Lack of accessibility for frontline staff

Traditional intranets assume employees have desk access, time to log in, and the ability to search for updates. But as anyone who works in healthcare will already know, this rarely holds true:

Time constraints: Nurses and doctors move between patients, procedures, and emergencies. Spending thirty minutes per shift searching for information isn’t feasible, so intranets don’t always serve the user. 

Device limitations: Many healthcare workers lack dedicated workstations or mobile access to intranets.

Information overload: Critical updates, policy changes, safety alerts, or training often get buried in cluttered emails or intranet portals.

As a result of this siloed approach to information, workers experience missed updates, which can result in compliance risks, and disengaged staff. In fact, in our study with Unily, it was found that frontline workers can wait almost a week, 4.5 days, to receive information about company updates.

And, in addition to this, 44% of frontline workers say information is spread across too many systems, making it hard to find what they need when they need it.

As if this wasn’t bad enough, the problems of unsecure data access mean that ‘Shadow IT’ is a major headache for large organizations. Shadow IT is where staff use unsecured and unofficial channels to share and access sensitive information, creating potential security risks and data leaks. In fact, in our research, it was found that 71% of frontline workers use unauthorized tools when official channels fail. 

The solution: Surfacing key communication on screens

When it comes to accessing information, sometimes a glance is all that is needed. Hiding critical updates behind logins isn’t always necessary, especially in high pressure and fast paced environments like hospitals and healthcare facilities. 

Digital signage bridges the gap by pushing intranet content to screens in break rooms, hallways, and lobbies—places where staff naturally gather. Unlike intranets and internal communication tools, which require active engagement, digital signage delivers passive, real-time updates.

The main benefits for healthcare organizations:

Instant visibility: Display shift changes, emergency protocols, or HR announcements without requiring logins.

Compliance reinforcement: Surface mandatory training reminders or policy updates where staff can’t miss them.

Crisis communication: Broadcast urgent alerts (e.g., weather closures, IT outages) immediately.

Integration with existing tools: ScreenCloud connects with leading intranet platforms (SharePoint, Unily, Firstup, etc.) to pull content automatically.

Integrating intranets with digital signage

The intranet is often a focus point for organizations. This is where information lives and where people hear the breaking news from the boss or big policy changes. 

ScreenCloud doesn’t replace your intranet, but amplifies it. Digital signage takes the content from your hospital intranet and puts it on screens in:

Break rooms: Meeting workers in their downtime with employee recognition, company events and wellness tips.

Nurse stations: Sharing real-time patient-care protocols, staff or shift changes and emergency updates.

Lobby screens: Communicate with patients and visitors by sharing instructions, wayfinding, policies and live waiting times (among many other things).

Hallways: Safety updates, meet the team announcements, emergency alerts and waiting times make hospital hallways a place for both staff and patient facing content.

But one of the biggest IT headaches when deploying new communication tools is the fear of double-entry or the need to manage ANOTHER technical system. No one wants to update SharePoint and update fifty screens manually across five sites.

But luckily, ScreenCloud bridges this gap by acting as a secure broadcast layer for the world’s leading intranet and communication platforms. We don't replace your Single Source of Truth; we amplify it.

Popular intranet and collaboration tools for digital signage

Being able to easily connect and manage your intranet with your digital signage is an important part of choosing a digital signage CMS. ScreenCloud offers native app integrations with the most popular healthcare intranets, including:

Often used as a mobile-first employee app for hospitals, allowing nurses and doctors to access payslips, shift schedules, and news on their own devices.

ScreenCloud pulls Hero stories and urgent announcements from Staffbase and broadcasts them to screens such as in breakrooms. This ensures that staff who haven't checked the app during their shift still see critical updates.

A high-end, centralized intranet often used by large hospital trusts to consolidate resources, policy documents, and social feeds into one digital workplace.

By using the Unily integration, Comms teams can automatically push Trending or Department-Specific news to screens, ensuring the most popular intranet content reaches the ward.

Focused on employee experience and sentiment, Simpplr is used by healthcare HR teams to drive engagement, share Employee of the Month spotlights, and gather feedback.

ScreenCloud turns Simpplr's visually rich news feed into a digital broadcast, effectively turning an internal social network into a live TV channel for the hospital.

A communication orchestrator that helps healthcare systems target messages to specific groups (e.g., only surgeons, or only staff in a specific wing).

ScreenCloud acts as a final endpoint for Firstup. When a message is sent through Firstup, it can be routed directly to the specific screens located in the departments that need to see it most.

The document and data backbone for most healthcare IT stacks. It stores everything from clinical SOPs to cafeteria menus and PowerBI performance dashboards.

ScreenCloud can securely surface SharePoint lists, document galleries, and live dashboards. It translates complex data into simple, glanceable visuals for staff stations.

Used for real-time coordination, department chats, and virtual handovers.

ScreenCloud can pull from a dedicated channel in Teams, for example for Handovers or Staff Updates. If a Ward Manager types an update in the specific Teams channel, it appears on the screens across the ward instantly.

Less common in clinical wards but widely used by Hospital IT and Operations teams to monitor system uptimes or coordinate facility management.

Similar to Teams, ScreenCloud monitors specific Slack channels. This is often used for Flash Alerts - emergency messages or IT system statuses that need to be seen by the entire tech team at once.

For IT and comms teams, implementing digital signage with ScreenCloud is straightforward. Here’s how to plan out your digital signage network before launching:

Audit content: Identify what’s most critical (e.g., compliance, schedules).

Choose locations: Place screens where staff congregate (break rooms, nurse stations, waiting areas).

Install and connect: Once your screens are in place, connect ScreenCloud to your intranet (e.g., SharePoint) to auto-pull updates.

Measure impact: Track engagement via ScreenCloud’s analytics.

Because digital signage is usually a 24/7 operational feature, we recommend looking at our proprietary hardware players. While ScreenCloud is hardware agnostic and will work with most popular media players, using PIXI or Station P1 Pro players gives additional layers of functionality such as Remote Device Management, first class security and 99% glitch-free operation. 

Find out more about healthcare digital signage.

Intranets are a powerful communication tool - but they alone can’t reach healthcare’s frontline. Digital signage fills the gap in hospital internal comms by making critical information visible, actionable, and impossible to ignore. With ready to go integrations for SharePoint, Unily, and others, ScreenCloud ensures your intranet’s value isn’t lost on the workers who need it most.

Try ScreenCloud for free today, or book a demo to find out more. 

Discover how intranet portals and digital signage make a powerful solution for healthcare staff, surfacing important updates, data and more...

Frontline healthcare workers often miss critical updates due to limited intranet access. Discover how digital signage, like ScreenCloud, surfaces essential information and integrates with leading intranet platforms to keep staff informed.

Alternatives to Intranet for Healthcare: Bridging the Gap with Digital Signage

There aren’t many forms of communication that are accessible by all. But digital displays have become a useful tool within senior living communities, not just for their excellent visibility, but for communication with staff members too.

Whether you want to share event schedules or local news with residents; or manage staff workload with internal comms messaging, digital signage software is a powerful tool that more healthcare facilities are waking up to. 

In this guide we'll be looking at how to use senior living digital signage and how to get set up using ScreenCloud.

The benefits of using digital signage in senior living homes

Digital signs are already becoming a popular fixture in healthcare, from hospitals to doctors offices and pharmacies. Interestingly, a 2023 study found that digital technology can be a great way to engage with patients with dementia by facilitating meaningful connection in the real world. The study also suggested that technology which focuses on nurturing social connections and activity can have benefits with the elderly.  

Looking at digital signage, the most visible aspect tends to be on the patient or visitor facing side, sharing useful information, way finding and directional info, and promotional content. 

Printed information is useful, but it's harder to update content, relying on print runs to share important announcements when you might need to share it in real time. 

Screens allow for centralized content management, quick updates and multiple usages.

Not only that, screens offer easy to read content which helps to boost engagement with specific announcements. 

Within senior living communities, being able to share highly visible and engaging displays in common spaces is perhaps the most obvious benefits. Replacing printed signs means you can quickly share details of upcoming events, protocol updates for resident safety, daily menus and even display real time emergency alerts clearly.

But the other big benefit is communication with staff members. Facility administrators can install digital screens in break rooms to display shift information, staff recognition and even important updates such as inspection dates 

With just a few TV screens you can quickly and effectively create a dynamic and effective network of digital signage for senior living communities. And if you manage multiple facilities, you can also manage screens remotely from your dashboard, making it easy to share useful content and enhance communication across locations.

Here are some of the best uses for senior living digital signage.

One of the easiest ways to start your content planning is to share relevant or local information.

This could be as simple as the weather, or a calendar of upcoming events that’s synced with your Google calendar. Or it might be streaming local news, sports results or curated content via an RSS feed.

ScreenCloud also offers a variety of content creation tools including our own Quick Post, which uses AI to create professional displays in minutes. A great way to keep residents informed and updated.

One of the most fun ways to use your digital signage in senior living communities is by keeping residents informed. This can include:

This is a great way to improve the resident experience and even help staff by making commonly requested information available in a visible manner. 

Healthcare facilities are increasingly using digital signage solutions to share important staff information such as rota and shift changes, announcements and updates from senior management and even staff recognition.

Digital signage tools such as ScreenCloud connect to popular internal comms tools such as intranet tools, messaging apps and real-time data sources. This means that if you want a channel which shares daily announcements from management in the staff break room, or a visible way to see who is managing which community events then digital signage is a great tool.

Because many staff don't necessarily spend time near a work computer or device, this also means that important announcements don't get missed.

Senior living facilities often revolve around community, so being able to connect residents with engaging and visible information is a great use of screens. Some of the best ways of doing this include displaying birthdays, family celebrations (eg. new arrivals in the family) or even displaying photos of previous events. 

You might want to stream photos from the community Christmas party, or highlight an achievement - perhaps one of your residents has raised money for charity with their baking challenge... 

The senior living industry often sees a lot of different staff in a variety of roles. And with many nursing homes seeing a high turnover of both residents and staff, sharing staff profiles on your digital signs can be a good way to help residents understand who is who.

A simple way to do this is share occasional profile highlights for everyone from nurses and orderlies, to management or specialist service providers.

Running a headshot with a few short facts about a person can be a great way to keep residents informed and engaged and help them understand who is who.

How to set up digital signage displays for your care home

Now you know why to use digital signage in your care home and have some inspiration for the digital content you can offer, we’ll walk you through how to set up digital signage for your care home using ScreenCloud.

ScreenCloud has been designed to be used with hardware and media players that are affordable for most budgets - or the ones you already own.

You can easily connect to a smart TV, by downloading the ScreenCloud app in the app store. Or, for better control and security, use a dedicated digital signage media player such as our PIXI player. This allows for quick setup and scaling, 99% glitch free streaming, and powerful control such as remote device management.

Check out the full list of recommended digital signage players and hardware here.

The real beauty of ScreenCloud is that you can manage your content from anywhere, as long as you have your laptop with you. To do this, head to ScreenCloud and set up an account. We offer a 14-day trial so you can get your screens up and running without any commitment, and you don’t need to to enter your credit card details.

Once set up, this is where you can add your screens and pair them so that in the future you can add, edit or delete content remotely.

ScreenCloud makes it as easy to upload content to your screens as it would be to upload an image to Facebook. This means uploading files from wherever they’re saved - your computer, Dropbox, Google Drive or OneDrive and supporting the majority of file types such as jpeg, gif, png, and svg, PDFs, powerpoints and Office/iWorks formats.

As well as your own content, you get access to 90+ of our apps, in the ScreenCloud App Store, included in the price of your monthly subscription.

So whether you want to create a Twitter wall, a display of the time from around the world, or a quick noticeboard, you have exactly the tools you need.

With your excellent content and our excellent digital signage platform, all you need now is a way to organize your content and show it in all the right places, at all the right times. This is where the playlist and scheduling features come in.

Simply pick the order in which you want to show your content and the duration for each piece to appear on your display, then schedule it in by day of week.

Digital signage is more than just some pretty images on screen, it's a powerful communication tool. And in senior living facilities, managing both the resident experience and the staff schedule can be a challange - one that is made more efficient with digital signs.

ScreenCloud is built to surface communication in large organizations, but also to make sharing resident and visitor facing information easier.

Find out for yourself how effective digital signage can be. 

Sign up for a free trial, or book a demo today.

How to create digital signage in a care home or assisted living community with guides on how to set it up and examples of content you may wish to share.

The how, what, why and where of building digital signage for your care home community!

How to Use Senior Living Digital Signage in Your Care Home

Healthcare marketing today is a balancing act between trust, transparency and performance. The healthcare industry is in a sensitive position when it comes to marketing as it faces unique challenges - specifically with regards to what can and can't be said, legal regulations and, in some locations, the perception of state messaging or government spending. 

To meet this challenge, healthcare marketing strategies must be integrated, patient-centric and adapted to the realities of modern media consumption. Shifts in consumer behavior, such as increased online research and demand for convenience, are significantly influencing how healthcare organizations approach their marketing strategies. All of this while managing a tight budget and a lean marketing team…

We’re going to dig into the world of healthcare marketing and uncover some of the most effective methods from evolving digital marketing techniques to more traditional approaches. 

1. Why content marketing is critical for healthcare

The healthcare journey often begins with a question. “What are the symptoms of…?” or “How do I manage…?” Being there to answer these questions is often the first step. To do this means providing accessible, medically sound content which helps patients feel informed and supported. Creating educational content is essential for building trust and authority with healthcare consumers and your target audience.

In an era when the AI overview is starting to dominate search results, this isn’t always easy. But there are still ways…

Create helpful guides in the form of specific blog pages or downloadable papers

Make videos for YouTube and/or social media

Design infographics or easy to understand visual content

This content should live on your own platform, usually a website blog - but don't be afraid to spread the reach. 

Distributing your content across online spaces, such as social media platforms and healthcare forums, is an important part of reaching your potential audience.

Remember also to use clear language, avoid medical jargon where possible and include visual aids like videos or original images whenever possible. Topics might include condition guides, preventative care checklists or behind-the-scenes interviews with clinicians.

When it comes to content, appearing in search engines such as Google (also known as SEO - or Search Engine Optimization) should guide but not dictate your strategy. Prioritise content that is helpful over content that simply ranks. It's a good idea to mix and match formats such as:

You can usually repurpose longer or more complex content into bitesized engagement friendly guides/videos. Don't be afraid to use AI to advise you and help with this repurposing strategy.

A mix of content allows people to engage with the information as they prefer, and also works well for the search platforms such as Google, Bing, YouTube etc.

2. How to use paid search for healthcare marketing

Search engines are often the first port of call for people researching symptoms or looking for local providers. Paid search campaigns can place your services at the top of those results at the exact moment of need. 

Digital ads are especially effective for capturing high-intent queries from users actively seeking healthcare solutions.

In all honesty, the world of paid search marketing is a complex one, with many things to bear in mind. But to summarise it here:

Use tightly themed keyword groups focused on intent. For instance, terms like “pediatric urgent care near me” or “same-day dental appointment” show high intent. Use ad extensions to add location info, phone numbers or quick links to online booking.

Use conversion focused landing pages. You landing pages for your paid campaigns should be designed to elicit an action - whether that's booking an appointment or getting a free online assessment. Ensure your ads and landing pages comply with advertising policies, especially around claims and language. 

Regularly review campaign performance. Paid search is not a one and done marketing strategy, so monitor, analyze and adjust for click-through rate, cost per acquisition and actual patient conversions. Consider integrating search engine optimization as a complementary strategy to maximize visibility and attract more patients organically.

Paid search is highly effective for reaching prospective patients and new patients who are actively searching for healthcare services. When executed well, it can be a cornerstone of your overall marketing campaign.

3. Working with brand partners to improve your visibility

Partnering with like-minded organisations (or those with an overlap) allows you to tap into new audiences while reinforcing your brand’s values. Look for health charities, fitness clubs, mental health platforms, sports clubs or local councils whose goals align with yours. One of the key objectives of such partnerships is to spread awareness about your unique offerings and build trust within the healthcare sector.

The best approach here is to co-create campaigns that benefit both parties, such as joint wellness workshops, co-branded content or shared advertising space. 

Collaborations work best when both brands bring something valuable to the table, including the specific service provided by each partner. It's also crucial to maintain consistent branding across all partnership materials to strengthen brand identity and trust.

Make sure that your messaging remains compliant and roles are clearly defined, especially when handling patient data or sensitive topics.

4. Using the power of digital signage and DOOH campaigns

Hospitals, clinics and pharmacies present natural opportunities for digital signage. These eyecatching displays can promote healthcare services, share service updates, wait time estimates, health education content, or reminders about upcoming vaccination clinics. They can also highlight different healthcare options available to patients.

Outside your premises, digital out-of-home (DOOH) advertising can place your brand in transport hubs, retail centers or community spaces. These ads work well for seasonal campaigns or public health messages.

Often, marketing strategies for healthcare organizations only focus  on online channels. When that happens, so many opportunities are missed.  Digital signage, for example, has proven time and time again its  effectiveness when used within a healthcare setting.

In-house digital signage is basically like serving content to a captive audience, whether that is in a waiting room, foyer or even treatment areas. This means it has a great visual impact and a high recall rate.

Some of the ways you could use digital signage in your healthcare marketing strategy include:

To amplify social media using social media dashboards, tweet walls and Instagram galleries in patient waiting rooms

Great Ormond Street Hospital’s Instagram feed is one example of content that could be repurposed for digital signage.

To provide live news, travel information, world clocks and other forms of content useful to your audience

The ability to set up digital noticeboards quickly with key information, wait times and emergency notices using a tool like Noticeboard app

YouTube video playlists with relevant health and medical information, led by your organization or others

Branded content and advertising displays from carefully selected partners, which help to increase healthcare revenue (read more: How to setup a digital signage ad network)

Image galleries and information about your staff, helping patients  to familiarize themselves with doctors and nurses to feel more connected  to your hospital

Digital signage is highly adaptable which makes it one marketing  strategy that can work within any healthcare space. You get to moderate  (and change) the content, so you can be sure what your patients are  seeing is timely and relevant. The possibilities are endless.

5. Use influencer marketing to reach new audiences

Influencer marketing is a huge trend in business-to-consumer brands  who are looking to increase validation for their products or services.  Influencers are traditionally those who have built up a community or  audience based on their personal brand.

One good example of how this can work in a NFP scenario is Boxed Water’s partnership  with the National Forest Foundation. Using the hashtag “#ReTree” Boxed  Water promised to plant two new trees for every image containing its  water posted on Instagram. They worked with hundreds of influencers  across the world to get the hashtag trending, encouraging more than six  million photos to be published.

This article  has a great list of medical influencers and hashtags which can be  joined to spread awareness and reach. The trick is to get inventive and  come up with a campaign that influencers will buy into, and that will  truly surprise, delight or educate potential patients. 

There are also  many influencers out there who have built entire followings based on their experience of a specific condition. These influencers have a niche audience, all of whom, are experiencing  or are close to someone experiencing a specific disease or diagnosis.  

Pairing up with influencers could be an accessible and effective way of  getting content and new treatment ideas in front of a huge target  audience.

It’s pretty difficult these days to get audiences to sign-up voluntarily to receive information. Inboxes become filled at an alarming  rate, and there’s so much spam that people are wary of anything which may add to the noise.

Current marketing trends and ideas for healthcare organizations who want to gain more customers and expand brand awareness and reach to their audiences.

Discover the world of healthcare marketing and uncover some of the most effective methods from evolving digital marketing techniques to more traditional approaches.

Healthcare - Page 2

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