What Nearly 4 Years Working in a Hospital Taught Me About Digital Marketing

If you want to know more about hospital marketing or if you want to start a career in this sector, this article is for you.

Assalammualaikum wbt and salam sejahtera to all readers.

Those who followed my career journey may realise that I joined the healthcare industry for quite some time already. I joined in this sector back in November 2022 as a digital marketer. As of January 2026, this industry is the longest I stayed in marketing field as of now (slightly over three years, approaching four.)

Now, as we step into the year 2026, working in a hospital have completely changed the way I see digital marketing, not just as a creative or technical job, but as a role that carries responsibility, trust, and accountability.

Digital marketing in a hospital is very different from other industries. It is not about chasing trends, getting the highest engagement or being the loudest brand on social media. In healthcare, every word, visual and message shared can directly affect public trust, emotions and the hospital’s reputation.

This article is a personal reflection on what I have learned throughout my journey in hospital digital marketing.

Hospital Content and Reputation Wise

One important lesson I learned early on is this:

• hospital content still needs to be relevant and trendy, but it must never risk the hospital’s reputation.

Hospitals cannot afford to be outdated. We still need content that connects with the public. However, not every trend is suitable for healthcare. Some trends may:

• Look engaging and fun
• Work very well in other industries
• But can be misunderstood when linked to health and medical topics

As hospital marketers, we need to constantly ask:

• Is this message clear and not misleading?
• Does it respect patients and their families?
• Does it match the professional image of the hospital?

Sometimes, the best decision is not to follow the trend, even if it is popular.

Not All Content Can Be Published Freely

Hospital marketing operates under strict compliance.

Certain types of content require approval from the Ministry of Health Malaysia (MOH) especially Kementerian Kesihatan Lembaga Iklan Ubat (KKLIU) before they can be shared publicly, especially content related to:

• Medical information
• Healthcare service promotion
• Specific clinical explanations or claims

The approval process may take time, but it is necessary to ensure:

• Accuracy of information
• Regulatory compliance
• Protection for patients and the hospital

This taught me that compliance is not a blocker, but part of the marketing strategy in healthcare.

Consent is Critical When it Comes About Using Patients and Children as Talent

One of the most sensitive parts of hospital content is visual usage.

If content involves:

• Patients
• Children
• Patients’ family members

Consent is mandatory.

This can be in the form of signed consent or verbal consent, depending on hospital policy and the situation.

This is not only about legal requirements. It is about:

• Patient privacy
• Dignity
• Professional ethics

A small mistake in this area can lead to serious reputational issues.

Digital Marketers Must Familiarise with Clinical Environment

Working in a hospital means working closely with doctors and clinical teams.

One thing I learned quickly is that digital marketers cannot work in isolation.

We need to:

• Understand basic medical terms
• Ask the right questions
• Translate clinical language into public-friendly content
• Respect the expertise of healthcare professionals

At the same time, we also work closely with management and C-level teams, where decisions are often made based on risk, reputation and long-term impact.

The Reality of Working With Doctors and Consultants

One of the real challenges in hospital marketing is working with doctors, especially for content creation.
Getting a doctor’s time to record a video is not easy. Their priority is patient care which are clinics, ward rounds, surgeries and emergencies. Content creation will never be their main focus, and that is completely understandable.

Some common challenges include:

• Finding suitable timing to record
• Convincing doctors to be comfortable in front of the camera
• Explaining why the content matters and how it helps patients

Rejection is part of the process.

Not every doctor agrees to record a video, and not every idea gets approval. Learning how to handle rejection professionally is an important skill in hospital marketing.

There is also a lot of waiting involved.

Sometimes we wait for a scheduled shoot, only for it to be postponed because the doctor:

• Is not available
• Has urgent cases to attend to
• Gets called away at the last minute

This waiting game can be frustrating, but it teaches patience, flexibility and the need to always have a backup plan.

Finding Alternatives When Video Is Not an Option

However, even if a doctor does not want to do video, their services still need to be promoted.

As marketers, we cannot depend on one format only. We need to think of alternative approaches that suit the doctor’s comfort level.

Some doctors may not like being on camera, but they may be open to:

• Physical health talks with a real audience
• Virtual talks or webinars
• Radio interviews
• Panel discussions or forums
• Written articles or Q&A content

Our role is to:

• Understand what the doctor is comfortable with
• Choose the right platform
• Repurpose the content into different formats

For example, a physical talk can later become:

• Social media content
• Website articles
• Educational visuals like infographics, static posts, carousel post

This taught me that hospital marketing is about flexibility, not forcing one content format.

Product Knowledge Is a Must and Marketing Is Also a Frontliner

A common misconception is that hospital marketers only work behind screens, focusing on social media, ads and digital platforms.

In reality, hospital marketing teams often take on frontliner roles. We are regularly involved in external events, exhibitions and community programmes, where we represent the hospital and interact directly with the public.

Because of this, strong product knowledge is not optional. Hospital marketers are expected to understand:

• The services offered by the hospital
• Basic patient flow and processes
• How to answer public enquiries confidently, without giving medical advice

Good product knowledge helps build trust and credibility. When people approach us during events, they expect clear and accurate information, even if we are not clinical staff.

There are also responsibilities that may seem outside the usual scope of marketing, but are still very relevant in a healthcare setting. For example, if a member of the public collapses during an event and requires immediate medical attention such as CPR, marketing staff are expected to respond.

To the public, it does not matter whether you are from marketing, administration or clinical support. What they see is the hospital logo on your shirt. In that moment, you represent the healthcare institution.

Because of this expectation, hospital marketing teams are also required to complete yearly training with stipulated hours. Essential courses such as Basic Life Support (BLS) are commonly required for both clinical and non-clinical staff.

In addition, marketing staff may attend selected Continuous Medical Education (CME) sessions. While these sessions are optional for marketing, they are valuable in helping us understand certain medical topics, services, and facilities better. This allows us to communicate and promote hospital services more accurately and responsibly.

In healthcare, marketing is not just about promotion. It is about understanding the environment, the responsibility that comes with it and being prepared to step up when needed.

Marketing Often Handles Inbound Calls Too

Besides events, marketing teams are often among the first to receive:

• Inbound calls
• Initial patient enquiries
• Questions about doctors, services and facilities

We need to:

• Listen carefully and understand what they want
• Provide clear and accurate information
• Direct enquiries to the right departments

In many cases, a patient’s first impression of the hospital starts with the marketing team.

Hospital Marketers Must Be Team Players

Hospital marketing is a team effort. You cannot say, “I am a digital marketer, so I don’t need to be involved in other marketing activities.” You cannot work in silo. If you do, you will not last long in healthcare.

Teams often have limited manpower, so everyone relies on each other. Whether it’s events, campaigns or inbound enquiries, the team needs to support one another.

Marketing as Revenue-Generating Department?

Hospital management often views marketing as a revenue-generating department. While this expectation is technically closer to a sales function, the reality is that not all hospitals have a dedicated sales team. However, most hospitals do have a business development team.

Because of this structure, marketing is often expected to be accountable for results, even when the role is not purely sales-driven. As marketers, we do what we can within our scope and justify our efforts based on awareness, engagement, and lead generation.

If the hospital wants to drive more business directly, this is where business development should come into the picture. Marketing supports by executing campaigns, creating awareness, and generating interest, while business development handles the commercial discussions and closing.

At times, marketing teams may feel that it is unfair to be expected to perform sales-related tasks. In many cases, this concern is valid. That is why the boundary between marketing and sales needs to be handled carefully.

This balance often depends on how the head of department or manager defines and justifies the role of marketing. Fundamentally, marketing focuses on awareness, branding and communication. Business development or sales teams are responsible for conversion and closing.

When each role is clearly defined and aligned, the organisation functions better, and marketing can focus on what it does best, while still contributing to the hospital’s growth.

Weekend Work Is Part of the Job

As a healthcare marketer, you also need to accept that weekends are often not your own.

Most hospital marketing teams work on Saturdays, either every Saturday or on alternate weeks.

If there is an event, forget about your weekend. Replacement leave may be given, but your schedule will not be the same as friends or family who work normal office hours. This is just part of the reality of the job.

How My Mindset Changed Over Almost 4 Years

When I compare myself in November 2022 and today, the change is very clear.
Before this, I am:

• Focused heavily on engagement and reach
• Excited about numbers and analytics
• Chased attention-grabbing ideas

Now, I am:

• More focused on reputation
• More careful with messaging
• Value educational and informative content more

I learned that not all success can be measured by numbers.

The Biggest Lessons I Have Learned in Hospital Marketing

Some key lessons from my journey so far:

• Content can be trendy, but reputation comes first
• Compliance and ethics are part of marketing
• Consent is not optional when it comes to using patients and kids as talents
• Strong product knowledge builds trust
• Teamwork is critical. You definitely cannot work in silo
• Accept that weekends and schedules are different from normal office jobs

Closing

Working as a digital marketer in a hospital taught me that every piece of content, every event and every interaction carries responsibility.

It is not only about branding or visibility, but about delivering health information in a clear, ethical and responsible way.

As I move forward in 2026, I see this journey as an ongoing learning process which is to become a digital marketer who is relevant, creative, accountable and responsible in the healthcare industry.

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