Using QR Codes in Healthcare Marketing
Posted: April 11th, 2011 | Author: Melissa Speir | Filed under: All Junto Health Posts, Healthcare Advertising, The Whole Enchilada | Tags: Mobile, QR Codes, Tacos | 3 Comments »
Thanks to mainstream use by big retailers such as Target, Best Buy, Macy’s, Post Cereals and even JetBlue, quick response (QR) codes are gaining momentum among healthcare providers as well.
Marketers debate the pros and cons – mainly whether or not the square pixilated codes will really catch on with consumers in any industry. But there’s no denying the smart-phone savvy set is exploring the possibilities. Since January 2010, QR code usage has grown 700 percent.
Access and education are key hurdles to mass adoption. Many consumers don’t know what they are or how to use them, much less the benefit of doing so. You need a smart phone and a special app to scan QR codes. Data embedded in the code can provide more information or connect to mobile websites, e-coupons, videos and more. (Macy’s is leading a major QR-education effort.)
Other challenges include bad internet connections, slow load times and poor execution. If there’s no strong payoff, consumers who took the extra steps to connect with your brand may never do so again.
When everything comes together, campaigns including QR codes can work extremely well. They can be used almost anywhere – printed materials, business cards, billboards, TV, t-shirts and even tacos at SxSW last month – to encourage interactivity with your hospital.
Children’s Hospital Boston tried QR codes for the first time in its Winter 2011 newsletter, Dream, and reported more than 125 scans within the first few days of its drop.
Patient stories are the hero of our cardiac campaign for Memorial Health Care System in Tennessee. Every part of the multi-media effort (including QR codes) leads to a custom microsite where the community can further engage in each story, conduct an online risk assessment and find out how to choose a cardiologist.
Use your favorite QR app on this code to go to the mobile site.
Other QR uses/payoffs include:
- Digital signage within the hospital.
- Flu shot coupons or free giveaway like a hospital-branded water bottle.
- Directions to hospital facilities or physician offices (if the smart-phone allows GPS interaction with the QR code.)
- Communication with physicians – 81% own smart-phones (EPG Media, 2010).
It’s all about experimenting, learning and trying again. And mobile interaction is just one element in a digital marketing effort and overall brand strategy. If not QR codes, perhaps Near Field Communication(NFC) as that technology develops.
What would’ve happened if we gave up on the internet when we all had 14.4 modems? And why shouldn’t marketing innovation begin in healthcare?
What’s your QR hesitation, success or challenge? We’d love to post your examples as a resource for other hospital marketers.
Thanks for the post. Using QR codes in healthcare marketing appears to be getting early use by the innovative marketing minds. There's virtually no cost and all benefit to incorporate with marketing materials. Two points: it's primarily a mobile strategy, so public/visible options–such as posters/signs–should not be overlooked. And–the golden rule–"you've got to track." This is especially important with strategies and tactics that don't have a long history. There's more on the post here: http://bit.ly/g9mX3X -slj-
Good input, Sam. Yes, the beauty of QR codes (and mobile and NFC) is in measurement. Otherwise, "experiment, learn, try again" becomes a shotgun approach, not a rifle.
I wrote recently in my email newsletter that print is not dead, but should be integrated as part of a multi-channel marketing plan. QR codes are one of the exciting innovations being developed to enhance print communication. This is a great example of how savvy companies are extending their marketing across different media, and not just focusing on one way to reach their customers.