Health care consumers are in the drivers seat when it comes to choosing providers and services. Now more than ever, it takes more than being listed in an insurers provider directory to attract patients to your hospital or practice.
What do we know about todays health care consumers? They are knowledgeable. They read newspapers, watch television news programs, and turn to the Internet for information. They seek second and third opinions before making non-emergency decisions. They ask friends, family members, co-workers and neighbors for advice on which hospital is best and what doctor to call. And, they switch providers when they are not pleased with service or outcome.
Those organizations that prioritize and mobilize sound marketing promotion programs have the potential to move and stay ahead of the competition. With focus and planning, there are plenty of low-cost promotion opportunities to help keep your health care organization top-of-mind:
1. Speaking Engagements
Seeing you and listening to you speak allows potential patients to recognize and understand your expertise. Offer to speak at support group meetings, fundraisers, communities, or association meetings and events that align with your areas of interest. If your hospital or practice targets the senior population, offer to be a guest speaker to senior communities or clubs. Be sure to bring business cards, a one-page fact sheet, and/or a brochure to leave behind in case audience members would like to follow up with you.
2. Media Relations
Print and broadcast journalists look for newsworthy topics to cover each day. If you do not have a brand new or exclusive product or service at your facility, find an amazing patient testimonial or help localize a national news story. For example, if a national story breaks on a promising new treatment for the chronic disease you specialize in, call your local media to offer yourself as a local source.
Every once in a while, contact the media to offer yourself as an expert source to them. Even when you are not directly involved in a breaking news story, call to offer tips or sources.
To be successful, think of media relations in terms of a sustained campaign. Being involved in news stories throughout the year increases your chances of being thought of and recommended when a potential patient needs you.
Once you participate in a media interview, post the news clips to your Web site and in your waiting room for people to read, see and learn from.
3. Word of Mouth
Word-of-mouth marketing is the oldest marketing tactic of all, but many organizations are just now choosing to recognize and take advantage of its power. Heres the caveat: your health care product or service must be worth mentioning. This is the kind of marketing that you cannot fake, but you can control it. If your service is mediocre and unremarkable, you are not going to get the kind of word of mouth that attracts patients. Here are a few are to explore:
- Are your internal processes, such as billing and scheduling, efficient and patient friendly?
- Are your phones being answered quickly and in a friendly and efficient manner?
- How quickly, consistently and effectively do you follow up with your patients, if only to see how they are doing?
- What is the demeanor of your physicians and staff when dealing with patients?
Dedicate the next several weeks to plan your 2009 marketing promotion opportunities. Before you hit the ground running, decide on which metrics patient satisfaction, appointments, revenue – you will measure to determine whether or not your efforts are successful.
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