In todays economy, intense competition among hospitals has become more prevalent. And, as the cardiovascular service line remains a key revenue generator for hospitals, and as more programs expand their cardiac, vascular, and stroke offerings, hospital leaders are challenged to find successful, cost-effective ways to market their programs in order to bypass the competition and become a market leader.
Corazon believes that hospitals and healthcare systems need to direct focus to their marketing strategies in order to achieve or maintain market dominance. A cardiovascular-specific marketing plan, as a component of an organization-wide strategic plan, is the best strategy to assure your organization is reaping the benefits of marketing efforts. But what should this plan include? Research suggests that direct marketing to consumers is not very effective. Corazons experience suggests that this holds true, and supports physician to physician referrals and using education as a marketing tool.
Corazon recommendations for effective marketing strategies follow. Implementing just one, or even all of these initiatives, can work to increase market awareness and even “jump start a new or established program.
Develop strong relationships with referring physicians. Patients are more likely to rely on physician advice about where to go for specialty treatment over any other influence when making healthcare decisions; therefore, cultivating physician loyalty is key. Hospitals should foster positive physician relationships, develop a service of excellence towards physicianstreating them as valued customers, and consider employing or supplementing physician marketing to enhance their CV programs reputation among members of the medical community.
Educate the community on warning signs and risk factors of cardiovascular disease and stroke. Educational programs and collaterals (brochures, pamphlets, newsletters, etc.) are some of the most effective strategies a hospital can employ for patient outreach. Forums such as Q&A with physicians, open houses for the cardiovascular service line, free health screenings, and educational presentations on specific topics such as peripheral arterial disease can increase awareness of treatment options and help to identify new patients. Likewise, it is important to assure that physicians in the community are fully aware of the program capabilities. Corazon is often surprised when working with a client that physicians on staff did not even know that the hospital offered a particular service.
Use high-quality clinical outcomes in marketing. Though this strategy must be carefully considered and planned, increasing numbers of hospitals are publicizing their superior clinical outcomes down to the departmental and service line level, inviting direct quality comparisons with their competitors (who are then challenged to publicize their own outcomes data). For hospitals that can boast true clinical quality, nothing is more impactful than sharing this information. In this era of transparency, quality must be achieved at your organization. But, achieving it is not enough
it must then be communicated effectively to target markets. Only then can a quality-focused marketing message truly be successful.
Internally brand your service line. Ways to brand your cardiovascular and/or stroke program as a “hospital within a hospital” include signage, staff attire, and service specific education material. This branding strategy provides a unified image for a team approach to delivery. Branded educational material for instance allows the patient and physician customers to view the program as organized and consistent in their approach to care.
Use your website and the internet to your advantage. In this era of technologically-savvy consumers, the web is a powerful information tool that can be used as a marketing vehicle as well. Corazon recommends a user-friendly design that communicates a wealth of information, but in easy-to-understand language appropriate for patients of all ages and socioeconomic levels. Including personal elements, such as testimonials and patient success stories does much to positively impact hospital image. We also advise keeping the website current – post events, news, newsletters, and other health information pertinent to your service line.
Become active in research trials and other experimental studies. This strategy does require investments of time, expertise, resources, and in some cases money; however, participation in clinical trials and/or similar efforts reveals a hospital to be “cutting-edge” and can lead consumers to believe in the expertise of the organization and the clinicians that work there. Promoting such involvement even in the community hospital setting blurs the lines between what has traditionally been in the purview of the tertiary provider and tells the consumer that the community hospital is now on par with larger programs.
Ongoing marketing efforts, so crucial to cementing and enhancing the success of a CV program or an entire hospital, must be constantly analyzed and rethought, and, through use of the best research and planning possible, pitched at the right level and with the right message, to the right audience.
