The Accreditation Association for Ambulatory Health Care is developing a new ad campaign with help from medical professional focus groups.
"Collaboration is the primary element that differentiates us from our larger competitors in the medical accreditation market," said AAAHC director of marketing Geoffrey Charlton-Perrin. "AAAHC is known for being open and willing counselors throughout the accreditation process and for revising our standards based on client feedback. Since we embrace collaboration in our surveys, it made sense to collaborate with those same stakeholders in creating our new ad campaign."
AAAHC learned a few key notes about advertising in healthcare:
1. Stock photos of handshakes conjure thoughts of salespeople and make customers uncomfortable.
2. Business efficiency is a winning message.
3. Ads should feature diverse subjects of different ages, gender and ethnicity.
The new ads include physicians in consultation with surveyors to underscore the collaboration and ask administrators to "take an opportunity to view your organization from the outside."
The ads are running in targeted online and print medical trade publications.