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Although not always easy to put into practice, effective marketing is fairly straightforward if you possess a strong understanding of the core principles and can effectively work with your business partners. Marketing healthcare adds layers of complexities and complications that take time to fully understand.
The fundamentals outlined here are good for just about anyone connected to healthcare no matter what their level of experience.
Everything you need to
know about healthcare
marketing (in four slides)
Five trends affecting healthcare
1. Mergers and acquisitions will continue
2. Retail is figuring out healthcare faster than healthcare is figuring
Amazon, Apple, Walgreens, others are disrupting our industry
3. Patients would like to be better consumers, but we make it difficult
4. We’ve moved from being almost independent of digital to highly
dependent on digital
5. What the heck is happening in DC? Medicare for all?
One big challenge facing our profession
1. Product, price, promotion and place is a good, but not
perfect, framework for healthcare marketing
Many of our “products” aren’t right for marketing as they are
highly specialized and depend on referrals
People often don’t want our products until the moment they
need them: “I just broke my leg, what do I do now?”
Pricing doesn’t make sense and is highly variable
We have little ability to control the patient experience
Six questions you MUST always ask
1. Is there access for new patients?
2. Is the patient experience good?
3. Can people self-refer?
4. How are we going to measure results?
5. Is it profitable?
6. What would really happen if we didn’t do this?
Four things you can do in 2019
1. Know your audience and target effectively
Conduct research and ask patients/consumers what they want
2. Resist the temptation to “increase awareness” and strive for
improved preference (good) or action (better)
3. Use a mix of digital marketing, social media, PR and “traditional”
4. Build a marketing plan, work your plan and report out
Measure: Aim for at least 50% of your tactics being measurable