Medical treatment saves lives and eliminates suffering. Ideally, doctors and medical groups should be able to concentrate on that goal without the distraction of financial considerations, but that is not possible today. Medical care is big business, and patients are the customer base. Targeted healthcare marketing practices help patients fully understand their options.
Although new laws make it possible for more people to afford coverage, making those choices can still be a perplexing process. Many people are confused about available services, and a barrage of less-than-transparent media advertising does not help. Rather than expressing an opinion or selling a particular designer drug, good medical promotion emphasizes unique advantages and strong points.
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.
This is an era of robotic surgery and other marvels, but it is still the patients who ultimately determine success. As is true in other business models, applying customer-first policies to all aspects of the patient experience actually works. In addition to excellent personal treatment, patients also pay particular attention to the success stories that drive good reputations.
Because of the current third-party payer structure, medical administrators deal mostly with insurance companies. Although insurance coverage is now more widely available than ever before, customers still choose providers based on cost, word-of-mouth experiences, and reputation. Companies commonly characterized by uncaring employees, outdated records-keeping, poor communications and long wait times suffer the consequences.
The best providers work with health-care consulting groups. These experts make use of promotional and advertising techniques perfected by other successful businesses, such as marketplace product branding, in addition to helping create professional and useful websites. They understand and use current Internet advertising methods such as search engine optimization in order to reach greater numbers of people.
The result of these efforts is reflected by increased patient referrals and revenue. Creating greater customer visibility and product definition is most effectively accomplished with the help of experienced industry consultants. By identifying and promoting the medical options and practices customers truly want and need, patients make the transition from uncertain referral to long-term customer.
Although new laws make it possible for more people to afford coverage, making those choices can still be a perplexing process. Many people are confused about available services, and a barrage of less-than-transparent media advertising does not help. Rather than expressing an opinion or selling a particular designer drug, good medical promotion emphasizes unique advantages and strong points.
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.
This is an era of robotic surgery and other marvels, but it is still the patients who ultimately determine success. As is true in other business models, applying customer-first policies to all aspects of the patient experience actually works. In addition to excellent personal treatment, patients also pay particular attention to the success stories that drive good reputations.
Because of the current third-party payer structure, medical administrators deal mostly with insurance companies. Although insurance coverage is now more widely available than ever before, customers still choose providers based on cost, word-of-mouth experiences, and reputation. Companies commonly characterized by uncaring employees, outdated records-keeping, poor communications and long wait times suffer the consequences.
The best providers work with health-care consulting groups. These experts make use of promotional and advertising techniques perfected by other successful businesses, such as marketplace product branding, in addition to helping create professional and useful websites. They understand and use current Internet advertising methods such as search engine optimization in order to reach greater numbers of people.
The result of these efforts is reflected by increased patient referrals and revenue. Creating greater customer visibility and product definition is most effectively accomplished with the help of experienced industry consultants. By identifying and promoting the medical options and practices customers truly want and need, patients make the transition from uncertain referral to long-term customer.
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.
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