From the first moment you see your baby at the hospital, you marvel at his delicate skin, tiny fingers and toes. How can a human being be so innocent and pure? This moment has no price tag. Though, can it be marketed? Can hospitals advertise and be involved with social media?

As higher demands for medical equipment and research increases, hospitals are engaging in “case marketing” for a socially responsible business. However, does the altruistic nature of hospital services being marketed the same way companies in other sectors seem a tad odd?

Marketing has been portrayed as selling products in order to fulfill the customer’s wants. Conversely, it CAN also be used to save a patient’s life, and enhance the health care of the community.

The RCH (Royal Columbian Hospital) Foundation has reached out to residents through social media, TV news and newspapers to raise money for new equipment and research. The target market ranges from people with loved ones at the hospital, large companies and people who just want to help.

I hold the RCH Foundation very close to my heart, and I was able to share my story in order to market a $40,000 revolutionary stretcher that needed funding.

My personal story was promoted through CBC News, Vancouver Sun, Burnaby Now, and Sing-Tao Newspaper. RCH uses patient’s miracle stories in order to target people’s emotions.

On the other hand, hospitals also use marketing tactics that involve creating anxiety and concern of people’s own health. For example, using the SARS scare to enforce people to donate money for needed equipment, which is a highly inappropriate means of advertising.

As long as the hospital is being truthful and honest, I see no unethical issues about using marketing for a hospital.

Adhering to ethical marketing CANNOT be undervalued!

This blog was inspired by a video I created in 2013 about my health care story at RCH:

Article in the Vancouver Sun: Donor Steps Forward