You may have noticed an increasing number of billboards for hospitals on your drive to and from work, or more ads for them in the paper you read every morning. This is no coincidence. Health Care Reform, along with the perceived let-up in the recession we’ve been facing for the past few years have lead hospitals and medical centers to increase their marketing spend.

Aging baby boomers and a Health Care Reform bill that will result in millions more insured patients are driving hospitals to position themselves for growth. Health care services are expected to become more competitive in the next few years. As a result, hospitals are willing to apply new marketing strategies to their previous initiatives.

By combining co-branded partnerships, reputation advertising, and a social media presence, hospitals are aiming to establish themselves as the go-to place for specific treatments. More people are starting to comparison shop and may be willing to drive farther for what they believe to be better treatment.

Many of the national and world-class medical centers have added to their brand value by developing their own specialties. However, in order to do so they need to expand their patient base to attract top talent and obtain required funding.

At the end of the day, hospitals are realizing that one of the best ways to lure new patients who may not be aware of their uniqueness or talented physicians and surgeons is to advertise. Not only are they advertising in their own back yards, but they are also invading their competitor’s space as well. Just drive down 159th Street from Orland Park to Lockport and you’ll see billboards for Palos Community Hospital touting their new ‘Palos Is’ campaign and two blocks later you’ll see boards announcing the future opening of Silver Cross Hospital, which is moving out of Joliet. If you’re watching TV in the evenings you may notice the same thing happening on your local Comcast networks.

Local hospitals and medical centers have sought awards or rankings and turned them into reputation ads that also highlight their specialties. They rely heavily on word-of mouth advertising, but social media has presented an excellent platform to communicate with patients and members of the community. Emphasizing a human touch can help promote the hospital’s brand experience and social media can give patients and loved ones an opportunity to reach out to others, ask questions, and get answers.