Heard about “Patch?” Something New and Local for Healthcare Advertising and Public Relations

By Stewart Gandolf
Chief Executive Officer

patch logoHere’s something to add to your list of local news media. It’s called Patch.com, it’s new and it probably belongs on your hospital or medical practice advertising and public relations media list. Patch—which creates a dedicated local news presence in upscale communities—calls itself “your source for local knowledge you can’t live without.”

Patch isn’t everywhere (yet), check their map. They continue to expand their list of communities served. If they are local to you, it’s a good addition to your local media relations. Here are some of the reasons to keep an eye on this one:

First, it has a local news media face. Currently with a presence in approximately 875 local communities along the West Coast, in the upper Midwest, and along the East Coast, Patch can be a useful tool for your hospital, medical practice, and group practice marketing/advertising to reach an upscale clientele where it already has traction.

“Patch has hired local editors and local writers to cover the local scene,” according to company spokesman Rob Waldorf, “with mini-websites for each of our local communities across the country. Each community’s website churns out content 24 hours a day to reach higher income individuals with discretionary income to spend. We write about Local Voices, News, Events, Places, a Marketplace, Q&A, Volunteer, and Opportunities.”

Also, having America Online (AOL) as its parent company, there are a lot of resources behind Patch. They launched in 2009 and, unlike other startups, have been able to grow roots in specific local areas. Moreover, the strategy is to target more affluent communities.

How it works.

Here’s a snapshot about how Patch works. Rob Waldorf tells us, “Patch essentially targets upscale communities with a local name, like Mill Valley, California; Highland Park, Illinois; or White Plains, New York, for news and information to reach their hyper-local customers by figuring out the best way to stay in touch with these customers.

If Patch isn’t in your local area, click through to see some of these healthcare-related examples on Patch. Coverage includes medical practice marketing and other healthcare providers as well as hospitals.

Sales Manager Waldorf says Patch influences healthcare gatekeepers, often the wife/mother in the household. “When you combine the hyper-localness of Patch with who you’re trying to reach—families, communities, and residences—it creates a great match. Patch has done well with about a dozen hospitals to date who are advertising on our site and promoting themselves through local articles, and we’re adding more all the time.”

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.

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