Promoting ER vs. Service Lines

A while back, a director of marketing at a hospital told me that they were spending most of their marketing dollars promoting their Emergency Room services. When they told me this, I was a little confused.

I was confused because I think the number one factor that patients consider when choosing an ER location is the proximity of the ER to the emergency event. Now, perhaps that particular hospital blends ER and Urgent Care services; or perhaps they are located across the street from a competitor. But I don't think it makes sense to devote a ton of marketing dollars here.

Now, I do see the benefit of educating the community about the appropriate usage of Urgent Care services vs. ER, because converting ER abusers to Urgent Care users often saves money.

But it seems to me, that a better use of marketing dollars is to promote service lines that aren't linked to emergencies. Consumers are more likely to shop around for the best facility when considering planned and/or elective procedures. Examples: Eye care, plastic surgery, back surgery, etc.

Personally if I am in a life or death situation where every second counts, I'm not going to select an ER based on a fancy commercial, magazine Ad or the Yellow Pages (LOL). I'm going to the closest one!

I welcome your comments, suggestions, counter points, etc.