Marketing Portal in the healthcare sector

The Marienhaus Group digitalises its marketing

A clinic opens a new treatment unit, a nursing school starts its application phase, a hospice invites people to an information event and all facilities need brand-compliant advertising material. Different locations, diverse target groups and requirements: until now, the Marienhaus Group’s broad range of services has been associated with time-consuming marketing processes. Now, the Group is taking a decisive step towards digital and future-proof marketing management – with the new “Tante Marie” Marketing Portal.

One of the largest Christian providers in the healthcare sector

With over 60 facilities and more than 14,500 employees, the Marienhaus Group is one of the largest Christian healthcare and social services providers in Germany. In Rhineland-Palatinate, Saarland and southern North Rhine-Westphalia, the organisation supports people in all phases of life – including with:

• Acute and Rehabilitation Clinics
• Senior Citizens’ Facilities
• Hospices
• Child and Youth Welfare Services
• Outpatient Services
• Training Programmes for Health and Nursing Professions

This complex range of tasks places high demands on internal and external communication. The central question is: How can marketing processes in the healthcare sector be organised efficiently without losing the individuality of the locations?

Initial situation: Decentralised Clinic marketing

Until now, individual facilities have implemented their advertising materials in direct consultation with the central marketing department. In some cases, this meant numerous corrections, coordination by telephone or email, cumbersome approval processes, and time-consuming implementation of advertising measures. The “Tante Marie” Marketing Management System now ensures greater efficiency.

The new Marketing Portal “Tante Marie”

With “Tante Marie”, the Marienhaus Group is introducing a central Marketing Portal for the first time – a modern communication and information center for employees and partners. The aim is to go digital with marketing processes in the healthcare sector, simplify approval processes and maintain the brand’s corporate design. The portal bundles content and enables centralised management of all advertising materials.

Advertising Material Management for Clinics and Care Facilities

In future, employees at the various facilities will be able to customise and order or book materials independently – for example, patient information brochures, flyers for rehabilitation services, banners for regional health days or job advertisements for nursing staff.

“Tante Marie” integrates several powerful modules:

• Watch lists for frequently used materials
• DAM/MAM solution for centralised media management
• Printed Material Management with customisable templates
• Advertisement Management incl. booking and media data

There will also be Social Media Integration in future for brand-compliant posts on Facebook, Instagram, LinkedIn or Google.

With these modules, local measures can be implemented much more quickly in line with brand guidelines. And the company headquarters receives a transparent overview of all marketing measures taken by its facilities. This makes the Marketing Portal a strategic platform for uniform yet flexible brand communication.

Digitalisation as a success factor for large healthcare organisations

For the Marienhaus Group, “Tante Marie” marks the start of a new chapter in the marketing organisation. The project team on the customer side is committed, the exchange is constructive, and the common goal is clear: this is about a new way of working.

The implementation of the project has only recently begun, but the direction is obvious. And it shows what is possible when organisations in the social sector are prepared to thoroughly rethink their marketing processes.

If you are facing similar challenges and would like to know what a Marketing Portal for your healthcare organisation could look like – please contact us!