Hospital executives are inundated with messages from vendors and consultants daily. To truly connect with these decision-makers, your message needs to stand out by addressing their specific challenges and priorities in a way that resonates. Here are four proven strategies to help your outreach rise above the noise and capture their attention.
#1 Speak to Their Unique Pain Points
Hospital leaders face many critical issues—workforce shortages, reimbursement challenges, regulatory pressures and the pursuit of patient satisfaction. Generic messaging doesn’t cut it in this environment. Research your audience thoroughly to understand operational trends, leveraging insights from trusted sources like the AHA Annual Survey Database™. Craft your messaging to demonstrate an understanding of their unique challenges and position your solution to address those concerns directly.
For example:
Instead of saying, "Our platform improves efficiency," say, "Our platform helps reduce administrative burdens, freeing up staff time to focus on patient care."
#2 Leverage Peer Stories and Case Studies
Hospital executives trust their peers. Sharing stories of how your solution has impacted similar organizations can build credibility and trust. Highlight measurable outcomes such as cost savings, improved patient satisfaction or operational efficiencies. Include specific details about the hospital’s size, region or patient population to make the story relatable.
For example:
"When XYZ Health System adopted our solution, they achieved a 15% reduction in ER wait times within six months." Case studies not only provide proof but also demonstrate your commitment to solving real-world challenges in health care.
#3 Use Precision Targeting
Hospital executives don’t have time for irrelevant messages. Use data to refine your targeting strategy. If you’re emailing, segment your audience based on factors like hospital size, region or focus areas (e.g., rural health, behavioral health). Create campaigns on digital platforms that speak directly to hospital leaders’ professional roles and priorities. Tools that enable targeting by title, such as AHA’s audience segmentation data, can help you reach executives with pinpoint accuracy.
For example:
- Tailor messages for CFOs to emphasize financial impact and ROI.
- Craft messages for Chief Nursing Officers highlighting workforce retention or staff satisfaction solutions.
#4 Prioritize Value-Driven Messaging
Hospital leaders are short on time and resources and need to know, "What’s in it for me?" immediately. Every piece of communication should quickly convey the value you offer. Avoid jargon and get straight to the point. Use subject lines, headers or opening statements to highlight tangible benefits like cost savings, improved quality and safety, or operational efficiency.
Examples:
- Subject Line: "Reduce Staff Turnover by 20% with Proven Strategies"
- Email Opening: "In just 3 months, our solution saved XYZ Hospital $200,000 in operational costs. Here’s how it can work for you."
The Bottom Line
By speaking directly to hospital leaders’ unique challenges, sharing peer success stories, using precise targeting and emphasizing value, you can help your message rise above the noise. The key is relevance—when you understand their world, hospital executives will take the time to understand what you have to offer.
Bonus: Engage with the American Hospital Association
The AHA offers a variety of ways for business organizations that share our vision to engage with our member hospitals and health systems. Learn how we empower businesses to share their solutions with our members at this pivotal time. We can help you reach executives across every aspect of hospital operations and areas of focus and responsibility.
Connect with us
Want to partner? Let's talk.
Looking for ways to get involved, engage with our members, and share your stories and solutions? Please provide the following information and someone from our team will be in touch.