3 minute read
Benefits of live and virtual community events in building the KNH brand
PHOTO | COURTESY Dr. John Ngigi Kidney Specialist and Head of renal Unit adresses audiences online through a programme called Skiza Doc
By Sheila Murithi
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Live/ physical events are popular with hospitals and healthcare systems that want to promote various service lines, build brand awareness, and improve brand perception from a community wellness standpoint. In other words, their community thinks of their hospital first in a time of specialized need as they have engaged their community.
KNH has aggressively pursued community outreaches in the recent past. This had slowly decreased with the onset of the COVID-19 pandemic but we are gradually resuming the norm with the introduction of preventive measures such as the availabilty of vaccines.
The Nairobi Trade Fair, hospital department tours, classes and seminars, screenings, cancer survivor events, charity walks are some examples of events that KNH has participated in to reach out to the community.
Many outreach programs serve priority populations that are less likely to use preventive health services and have a higher disease burden compared to the general population. Health outreach programs play a critical role in improving and extending the reach of health care through activities such as health education, case management, and basic health screening, and facilitating access to services.
We are in a period of disruption. Hospitals and health systems had to pivot rapidly, going out to meet people was not an option and this brought about the adoption of virtual events. One of the most popular benefits of hosting a virtual events is that they can be accessed from ANY device, on ANY browser, and from ANY part of the world.
In-short everyone is welcome to join in, but, you may then ask, does the grassroot population have these devices or internet connection? So how then would we reach them? Capacity building is the answer. Virtual events bring top trends, insights and medical research right to your doorstep or do we say tabletop? Making the most out of webinars, live chats, and other in-event information, can now grow the knowledge base in just a few clicks. If the healthcare workers in the “mashinani” is empowered then our community will get the care that they deserve. From the marketing position it still positions KNH as a thought-leader, a trend setter, the Level 6 specialized referral hospital; the healthcare provider in the County will be able to deal with all the minor cases and only refer cases in need of specialized care.
The brand building benefits we gain from these live and virtual events are:
Engagement
Marketing today is often referred to in the context of how you can engage your audience. Whether it is virtual or live, we are still reaching out to the Counties physically and from afar. Brand Loyalty
For any healthcare system, it is essential to have a presence in the community. To build a relationship with our patients, we need to be out there and seen as a pillar in the community. When we are engaged locally, we are building our brand as a healthcare champion and create loyalty. That is a compelling way to establish relationships.
Lower Long-Term Healthcare Costs
Avoidable diseases like hypertension or diabetes can shorten or lessen the quality of life. Instead of paying for treatment or consultations, new healthcare models are emerging which encourage hospitals and other providers to keep their communities and populations healthy. Using events to teach the community how to take better care of themselves and mitigate preventable life style diseases not only reflects our brand’s mission and vision, it can also improve the bottom line. Healthy living events can ultimately lower healthcare costs by reaching and motivating healthcare consumers and move them towards a better, healthier lifestyle.
The bottom line, community events grow our interactions and therefore build our brand.
