Modern medicine preserves lives and reduces suffering. In a fantasy world, hospitals and practices would not have to deal with selling and promoting their services, but in reality all patients are customers, and medicine is big business. Better healthcare marketing not only gives people more information and product details, but also helps them make good personal choices.
New laws and regulations affecting this industry have not yet made it simple for targeted customers to make the best decisions. Not only are many confused about the available programs, but they are also constantly exposed to a barrage of media advertisements further clouding the issue. Rather than expressing a point of view, effective promotion needs to emphasize specific advantages.
Sharpening those tools requires unsparing analysis. It is no longer possible for a medical group to consider itself so unique or irreplaceable that no customer strategy is required. In the past, an attitude of being above the financial fray has translated to shrinking practices, decreased revenue, and fewer patients for some specialties. Skilled care is important, but patients also consider other practical details.
Surgical robots and gene-specific medications are no longer the predictions of science fiction authors, but even in an age of medical advances it is still the patient who determines the ultimate fate of a particular medical group. The true key to success is providing the best possible customer service, and one way to achieve that is by raising consumer awareness through targeted marketing.
The current configuration of medical treatment deals first with insurance companies, and second with the actual patients involved. Even though greater numbers of people have coverage now than at any previous time, most choices were based on Internet information, word of mouth, overall reputation, and final cost. No matter how good the doctors may be, long waits, lost records and poor communications will ultimately cause a practice to suffer.
To solve these common issues, health care consulting companies work with all segments of the industry. They use similar techniques already being used by other business segments, such as product branding, as well as helping to create websites that are information-specific and customer-friendly. They understand current web-based marketing principles, including search optimization, and can help create a more accessible image.
As a result of applying new marketing tactics, patient revenue often increases. While it is possible to accomplish this using current staff, the best results are the product of working with professional with proven track records in the medical arena. When patients learn what truly makes one group better for their own needs, a referral can become a satisfied, permanent client.
New laws and regulations affecting this industry have not yet made it simple for targeted customers to make the best decisions. Not only are many confused about the available programs, but they are also constantly exposed to a barrage of media advertisements further clouding the issue. Rather than expressing a point of view, effective promotion needs to emphasize specific advantages.
Sharpening those tools requires unsparing analysis. It is no longer possible for a medical group to consider itself so unique or irreplaceable that no customer strategy is required. In the past, an attitude of being above the financial fray has translated to shrinking practices, decreased revenue, and fewer patients for some specialties. Skilled care is important, but patients also consider other practical details.
Surgical robots and gene-specific medications are no longer the predictions of science fiction authors, but even in an age of medical advances it is still the patient who determines the ultimate fate of a particular medical group. The true key to success is providing the best possible customer service, and one way to achieve that is by raising consumer awareness through targeted marketing.
The current configuration of medical treatment deals first with insurance companies, and second with the actual patients involved. Even though greater numbers of people have coverage now than at any previous time, most choices were based on Internet information, word of mouth, overall reputation, and final cost. No matter how good the doctors may be, long waits, lost records and poor communications will ultimately cause a practice to suffer.
To solve these common issues, health care consulting companies work with all segments of the industry. They use similar techniques already being used by other business segments, such as product branding, as well as helping to create websites that are information-specific and customer-friendly. They understand current web-based marketing principles, including search optimization, and can help create a more accessible image.
As a result of applying new marketing tactics, patient revenue often increases. While it is possible to accomplish this using current staff, the best results are the product of working with professional with proven track records in the medical arena. When patients learn what truly makes one group better for their own needs, a referral can become a satisfied, permanent client.
About the Author:
Edward J. Stark is a marketing expert that specializes in healthcare focused marketing. If you are interested in learning more about hospital marketing case studies he suggests that you check out Beaconfey.
