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>>> Affiliate program and its fundamental >>>
Now that PPACA is the law of the land, private and public ACOs will be springing up like weeds in a field. It may really be the last best chance to bend the cost and quality curve of the American healthcare system which is unsustainable. After all, its now about the right care; at the right time; for the right cost; in the right care setting.
In the end though, the basic premise remains the same, to engage the patient, aka the healthcare consumer, in the care and treatment decision making process. The marketing challenge before you is to attract members to your ACO, engage and retain them with outcome and price transparency delivered with an exemplary customer/patient experience.
In entering the brave new world of ACOs, here are some things that you need to consider for marketing:
1.) Transparency and Quality dashboards. This is about improving care, using best practices, learning and improving as a system to the individual level, by engaging the patient. If you do not plan to report back on at least a quarterly basis to your audiences, you will not be successful. You must be prepared to provide individual level utilization and quality patient reports, to engage the person in a meaningful way, to create change health behaviors, foster appropriate utilization of services and reduce costs.
2.) Voice of the Customer (VoC) program. You gave to be in constant contact and monitoring member attitudes, beliefs and reactions to you. VoC. It's all part of the patient experience program and process. These are open networks, if you are not fully and completely customer focused, trouble will ensue and it won't be pretty,
3.) Ongoing customer experience management program and process. This isn't just about delivering a exceptional customer service at the point of care. You must identify all customer touch-points, from beginning contact to end point, and mange that experience across all of those touch-points.
4.) Highly integrated marketing plans. You will need to integrate your messaging like never before across the traditional, online, mobile and social media platforms. You can't afford not too. You also need a presence in all platforms. One that is sustainable over time through dedicated marketing resource allocation. One shot ads won't work ; develop sustainable integrated campaigns.
5.) Comprehensive member communications. Ongoing communications beyond health and wellness tips. Communications that are individualized, engage the patient and are meaningful. They must also be delivered the way that the member wants them, be it on an Ipad, member web portal, email, hard copy etc. One size does not fit all.
6.) White pares and case studies. This is about transparency and quality that is data driven. It's about accountability to your members, payers, employers and physicians. Medical device, pharma and specialty pharmacies have been engaged in white papers and case studies driven by data for years. And it works. But, it will make you uncomfortable if you have never engaged in this type of activity and communication vehicle .
7.) Marketing leadership. Marketing especially in most, not all hospitals and health systems, needs to move from the basement and take its seat at the senior management table, reporting directly to the CEO. . Marketing now needs to be seen in hospitals and health systems as a defined, accountable strategy , that is fully integrated into the business plan. That doesn't happen if marketing is not present and engaged in the discussions at the highest possible level.
8.)Return on Marketing Investment (ROMI). In an ACO, there is just no doing things because someone wants them. Every action must be measureable against a defined goal and objective. Every action must have a call to action. Every action must evaluated against a predetermined ROMI. If you are not held accountable and your activities are not measured, then how will you know you were effective and produced results. What gets measured get done.
9.) Marketing automation systems. Need I say more. Marketing needs these systems to understand markets, track activities and campaigns, as well as produce various marketing reports and dashboards. This really in concept is no different than financial reporting, clinical reporting, quality reporting systems etc. Capital budgets will have to be allocated to marketing in order to automate marketing functions and planning.
10.) Marketing staff evaluation. This is probably the hardest activity, but few have the level of staff with the expertise and capability, to operate in an ACO environment. You don't know, what you don't know. Clayton Christensen understands and says, " ACOs are a disruptive business model and they must compete for consumers. Providers that are not accountable and transparent will lose, and those that meet patient needs and improve care will win." Your marketing staffing, organizational structures and resources will be to be changed and adjusted in order to meet new market conditions.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
>>> How can you successfully market your ACO? >>>
With the reformation of healthcare in the U.S. moving forward full speed ahead, most healthcare providers will need to undertake a full detailed examination of their position in the market vies a vie their competitors.
A simple question that is not easily answered. That is, if you're being honest.
Positioning is not a tactic. It is a strategy.
If someone in your organization tells you it's a tactic then they are once again showing that they don't marketing, and don't know what they are talking about. And just because you think you are superior, and say so in your marketing, doesn't mean the market sees you as superior. Too much organizational group think at play perhaps?
There are really only three positions you can have in a market, superior, equivalent or inferior. And just saying you have the newest hi-tech equipment, offer world-class care, revolve around the customer, build a new building, or produce a white paper does not, let me repeat, does not mean you hold a superior market position, or even a thought-leadership position for that matter.
If your market share has not changed much over the last few years your are not in a superior position. If revenue has not grown but stayed steady, you are not in a superior position. If your products, solutions and services are haven't changed much, then you are not in a superior market position.
If customers keep asking you about what you are doing in an area, then you are in an inferior market position. If your market segments can't tell the difference between you and someone else, you are in an equivalent position.
And when all things are equal, people buy on price.
And with all the potential families and individuals with health insurance becoming available, if you haven't established a superior market position, then an equivalent or inferior position gets you into a price war. In value-based and P4P payment programs, superior brings more revenue. Equivalent market positions brings less; while inferior positions will penalize you.
So before you start marketing, you need to take a closer look at your market position, how you are positioning your healthcare organization and the market position you need to dominate and control.
That is marketing strategy first. Tactics to get you to that position, second.
No more do-over's. You either position yourself correctly first and control the market, or it controls you.
Your choice, superior, equivalent or inferior, choose or it will be chosen for you.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
>>> What is your market position in healthcare? >>>
>>> Online forex affiliate marketing business >>>
The die is cast and the way forward never more clear. Value-based payment, physician integration, bundled payments, population health, demand management, ACOs, P4P structures evolving and leading the transformation of healthcare as we know it. All of which is followed by the slow and painful demise of fee-for-service payments. Enter now into the reality of healthcare where quality, accountability, reduced care fragmentation, value for the price paid and innovation are king.
And with great change comes great opportunity.
How do you market in a time of upheaval and charge? Especially as healthcare providers must compete on outcome transparency, quality and cost. A triple threat and uncharted territory. Outcomes data will be the driver and available to the consumer to make an informed choice. A monumental shift in the market place of who controls the information. What worked in the past won't work tomorrow.
Brand
Your message needs to be clear and concise, echoing your brand promise and the value that you bring though your care system to the consumer or the insurer. Focus on outcomes not high-tech or touchy- feely. Consumers are too sophisticated for such a simple message.
How you position yourself a vie others is critical and you get one shot. You need to do it right. Remember, you can only take one of three positions in the market, superior, equivalent or inferior. The initial positioning of your brand is one of the most critical tasks you face. With an informed consumer bearing more of the cost, you have one shot to get it right. No do over's anymore.
Make sure your brand name and logo is consistent throughout the organization. Commit to excellence in customer service and create a Voice of the Customer program to establish and maintain a continuous feedback loop with your key customers. This is not lip service; this is real change. Failure to do so will label you as inferior. Poor customer service is no longer acceptable.
Marketing Leadership
Marketing is strategy first, tactics second. The voice of marketing should reflect the voice of your customers and not be a second thought. Your future programs and services will be determined by the needs of the market, not your gut feeling. You cannot become a customer-driven or market-driven organization if the skills and experiences of marketing is not at the leadership table.
Patient Experience
Use patient testimonials in everything you do and physician testimonials for everything related to referring physicians. Make sure your docs are doing their part in outreach to other physicians and getting medical information and the patient returned to the primary care doc as quickly as possible.
Understand from the patients and family's viewpoint the entire customer experience from beginning to end and make sure that execution is flawless. Out-service the other hospitals and clinics. Shortened waiting time, faster results, technology you have etc. The object is to turn patients as much as possible into customer evangelists. Word-of-mouth referrals but you can only do that through service experience. I did series of posts on Customer Experience Management, read those they should help
Price Transparency
Out price where you can the other hospitals for the insurance payers. Lock down the network, make sure you accept all the plans that your patient and referring docs accept. Make sure in your materials that you list all of the insurance plans you accept. Work the payers to set yourself up as the preferred provider. And make a big deal of that. Get the payers and insurance companies to do some heavy lifting for you by getting them to let their members know you are a preferred provider.
Outcomes Data
One area that is greatly lacking in healthcare marketing, is an intelligent dialogue on your outcomes with your audiences. Payors', pharma and medical device, have recognized this and are leading in the use of quality and outcomes data to drive decision-making. It is time for the rest of the healthcare industry to catch up.
Use outcome data where you have it.
Population Health Education
Patient education is a great medium to reinforce your brand, your brand promise and create customer evangelists. But that of course assumes, that you are doing original work in patient education. And not, just throwing together one-page disease information sheets, or using information from associations or pharma. Just because you throw some patient education materials in a box, doesn't mean that you are accomplishing anything. Other than your materials possibly reaching the recycle bin.
This is by no means a knock on any association or pharma materials, for they are great sources of information and advice. They just lack an organizational imprint of who you are, your brand and brand promise, to be able to showcase the breadth and depth of your knowledge and expertise. And that imprint doesn't mean putting your logo on the materials.
Besides the pervasive fear of competitors seeing what you are doing, patient education materials need to be on your web site and in easily accessible and downloadable formats. You can use QR codes in your mobile marketing that take individuals to the patient education section. Reference them in your communications programs. Build a marketing strategy around them to differentiate you from other providers.
Hold wellness classes and seminars on topics that people want to learn about, even use the Internet to do doctor led webcast.
Traditional Marketing
Direct mail, it still works.
In advertisements, make sure that there is a photo of the physicians for the service and patient testimonials about that doctors care and treatment. Use outcomes data.
Advertise that you are more than just a hospital, but a comprehensive healthcare center that does many things.
Set your docs up as expert subject matter content experts for local print and electronic news outlets. It never hurts, crank out press releases when you can.
Make sure your employees deliver an very high level of customer/patient service. Look at your patient satisfaction scores and see where you can improve.
Work with your admitting physicians to make it as easy as possible for them to admit patients to your hospital or seek treatment for outpatient services such as lab, ex-ray etc.
Use Social Media
Don't forget social media and how powerful a medium it is to create customer evangelists.
Keep in constant communication with your patients/consumers/members. Use all the tools available. You are only limited by your imagination. Facebook, twitter, YouTube, LinkedIn etc. People are wired today and expecting the same of you. Integrate social media in all that you do.
Make sure your web site is user friendly and easy to scheduled appointments or pay bills and contain wellness information.
Build Loyalty
Create a loyalty program. This is not a taboo and except for government program beneficiaries in Medicare and Medicaid or other government funded programs. You can create a loyalty program. Fact is not all patients are the same so you might as well take advantage of it before others do. It can be a powerful differentiator. Step out and be creative.
Understanding and Execute Demand Management
The hospital is no longer the center of the healthcare universe. Marketing needs to understand what the demand for healthcare services will be, when they will be needed and manage that demand making sure that the hospital or health system has the right resources, in the right place, at the right time to meet demand. The days are rapidly slipping away where marketing will be driving demand to fill hospital beds. You will drive demand to the appropriate place and location of service, at a price the market is willing to pay.
Live long and prosper.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
>>> Is the SCOTUS reform ruling a healthcare marketing change opportunity? >>>
Thursday, July 19, 2012
Affiliate program and its fundamental
For an affiliate marketing partner, it is crucial to make regular updates with the ads and banners along with making required changes timely. People generally visit a website if they find good content, visuals and the appearance of the website is soothing to them. If you make constant changes in the look and the appearance of the banners then they would get more clicks from the visitors.
Some visitors if find the products suitable and get convinced to buy them, they are turn into the customers as well. Thus, you will get a lead in the conversion in this way, especially when the promotions are limited, there is a holiday season or the competition in trading is increasing.
The forex affiliate program is the one of the profitable business for us and it has been proved by the people all over the world. The majority of people have discovered about the affiliate programs and then they found that forex affiliate programs have many of the advantages which are the main reason behind the attraction towards forex. Making money online is a real business and as such requires massive planning, hard work, time and effort to see results.
The fundamental classes that a particular forex affiliates program falls under are foreign exchange brokers, trading software programs, forex education and forex signaling systems.Affiliate marketing is a system of marketing that allows a company to track and measure the exact source of a sale and pay out a commission to the originator of that sale.
Monday, July 16, 2012
Sunday, July 15, 2012
How can you successfully market your ACO?
Now that PPACA is the law of the land, private and public ACOs will be springing up like weeds in a field. It may really be the last best chance to bend the cost and quality curve of the American healthcare system which is unsustainable. After all, its now about the right care; at the right time; for the right cost; in the right care setting.
In the end though, the basic premise remains the same, to engage the patient, aka the healthcare consumer, in the care and treatment decision making process. The marketing challenge before you is to attract members to your ACO, engage and retain them with outcome and price transparency delivered with an exemplary customer/patient experience.
In entering the brave new world of ACOs, here are some things that you need to consider for marketing:
1.) Transparency and Quality dashboards. This is about improving care, using best practices, learning and improving as a system to the individual level, by engaging the patient. If you do not plan to report back on at least a quarterly basis to your audiences, you will not be successful. You must be prepared to provide individual level utilization and quality patient reports, to engage the person in a meaningful way, to create change health behaviors, foster appropriate utilization of services and reduce costs.
2.) Voice of the Customer (VoC) program. You gave to be in constant contact and monitoring member attitudes, beliefs and reactions to you. VoC. It's all part of the patient experience program and process. These are open networks, if you are not fully and completely customer focused, trouble will ensue and it won't be pretty,
3.) Ongoing customer experience management program and process. This isn't just about delivering a exceptional customer service at the point of care. You must identify all customer touch-points, from beginning contact to end point, and mange that experience across all of those touch-points.
4.) Highly integrated marketing plans. You will need to integrate your messaging like never before across the traditional, online, mobile and social media platforms. You can't afford not too. You also need a presence in all platforms. One that is sustainable over time through dedicated marketing resource allocation. One shot ads won't work ; develop sustainable integrated campaigns.
5.) Comprehensive member communications. Ongoing communications beyond health and wellness tips. Communications that are individualized, engage the patient and are meaningful. They must also be delivered the way that the member wants them, be it on an Ipad, member web portal, email, hard copy etc. One size does not fit all.
6.) White pares and case studies. This is about transparency and quality that is data driven. It's about accountability to your members, payers, employers and physicians. Medical device, pharma and specialty pharmacies have been engaged in white papers and case studies driven by data for years. And it works. But, it will make you uncomfortable if you have never engaged in this type of activity and communication vehicle .
7.) Marketing leadership. Marketing especially in most, not all hospitals and health systems, needs to move from the basement and take its seat at the senior management table, reporting directly to the CEO. . Marketing now needs to be seen in hospitals and health systems as a defined, accountable strategy , that is fully integrated into the business plan. That doesn't happen if marketing is not present and engaged in the discussions at the highest possible level.
8.)Return on Marketing Investment (ROMI). In an ACO, there is just no doing things because someone wants them. Every action must be measureable against a defined goal and objective. Every action must have a call to action. Every action must evaluated against a predetermined ROMI. If you are not held accountable and your activities are not measured, then how will you know you were effective and produced results. What gets measured get done.
9.) Marketing automation systems. Need I say more. Marketing needs these systems to understand markets, track activities and campaigns, as well as produce various marketing reports and dashboards. This really in concept is no different than financial reporting, clinical reporting, quality reporting systems etc. Capital budgets will have to be allocated to marketing in order to automate marketing functions and planning.
10.) Marketing staff evaluation. This is probably the hardest activity, but few have the level of staff with the expertise and capability, to operate in an ACO environment. You don't know, what you don't know. Clayton Christensen understands and says, " ACOs are a disruptive business model and they must compete for consumers. Providers that are not accountable and transparent will lose, and those that meet patient needs and improve care will win." Your marketing staffing, organizational structures and resources will be to be changed and adjusted in order to meet new market conditions.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
Sunday, July 8, 2012
What is your market position in healthcare?
With the reformation of healthcare in the U.S. moving forward full speed ahead, most healthcare providers will need to undertake a full detailed examination of their position in the market vies a vie their competitors.
A simple question that is not easily answered. That is, if you're being honest.
Positioning is not a tactic. It is a strategy.
If someone in your organization tells you it's a tactic then they are once again showing that they don't marketing, and don't know what they are talking about. And just because you think you are superior, and say so in your marketing, doesn't mean the market sees you as superior. Too much organizational group think at play perhaps?
There are really only three positions you can have in a market, superior, equivalent or inferior. And just saying you have the newest hi-tech equipment, offer world-class care, revolve around the customer, build a new building, or produce a white paper does not, let me repeat, does not mean you hold a superior market position, or even a thought-leadership position for that matter.
If your market share has not changed much over the last few years your are not in a superior position. If revenue has not grown but stayed steady, you are not in a superior position. If your products, solutions and services are haven't changed much, then you are not in a superior market position.
If customers keep asking you about what you are doing in an area, then you are in an inferior market position. If your market segments can't tell the difference between you and someone else, you are in an equivalent position.
And when all things are equal, people buy on price.
And with all the potential families and individuals with health insurance becoming available, if you haven't established a superior market position, then an equivalent or inferior position gets you into a price war. In value-based and P4P payment programs, superior brings more revenue. Equivalent market positions brings less; while inferior positions will penalize you.
So before you start marketing, you need to take a closer look at your market position, how you are positioning your healthcare organization and the market position you need to dominate and control.
That is marketing strategy first. Tactics to get you to that position, second.
No more do-over's. You either position yourself correctly first and control the market, or it controls you.
Your choice, superior, equivalent or inferior, choose or it will be chosen for you.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
Wednesday, July 4, 2012
Online forex affiliate marketing business
Online forex affiliate marketing business is an online marketing in which the affiliate has to promote the forex product through the websites by using various tools and sources. But the main thing is, to start affiliate marketing; first of all you should have good knowledge of what is the website and what are the features of the website. To promote your website, you should have to be familiar with all the terms and conditions of the website. Then only you will be able to promote the affiliate program, to increase the traffic of the website and to earn profit at very high margin in a short period.
Figuring out the layout of the website that you are using is also important. After determining about your affiliate niche i.e. the forex affiliate niche for example, you should put your site together accordingly. You should breakdown the sub-categories into different subject groups. In this way, your readers will not have the issues to find the information and it will also help the search engines for the easy indexing of your website and working on their rankings. You should label every page in an appropriate manner and with the use of the high performing keywords.
You should join a suitable affiliate program with implementing a profitable and convenient market strategy is important towards running your venture smoothly. Never forget that you should become a credible source of information during the production of the marketing content. All the above given tips are provided for those who wants to start their carrier as an affiliate and trying to promote any program through a website.
Sunday, July 1, 2012
Is the SCOTUS reform ruling a healthcare marketing change opportunity?
The die is cast and the way forward never more clear. Value-based payment, physician integration, bundled payments, population health, demand management, ACOs, P4P structures evolving and leading the transformation of healthcare as we know it. All of which is followed by the slow and painful demise of fee-for-service payments. Enter now into the reality of healthcare where quality, accountability, reduced care fragmentation, value for the price paid and innovation are king.
And with great change comes great opportunity.
How do you market in a time of upheaval and charge? Especially as healthcare providers must compete on outcome transparency, quality and cost. A triple threat and uncharted territory. Outcomes data will be the driver and available to the consumer to make an informed choice. A monumental shift in the market place of who controls the information. What worked in the past won't work tomorrow.
Brand
Your message needs to be clear and concise, echoing your brand promise and the value that you bring though your care system to the consumer or the insurer. Focus on outcomes not high-tech or touchy- feely. Consumers are too sophisticated for such a simple message.
How you position yourself a vie others is critical and you get one shot. You need to do it right. Remember, you can only take one of three positions in the market, superior, equivalent or inferior. The initial positioning of your brand is one of the most critical tasks you face. With an informed consumer bearing more of the cost, you have one shot to get it right. No do over's anymore.
Make sure your brand name and logo is consistent throughout the organization. Commit to excellence in customer service and create a Voice of the Customer program to establish and maintain a continuous feedback loop with your key customers. This is not lip service; this is real change. Failure to do so will label you as inferior. Poor customer service is no longer acceptable.
Marketing Leadership
Marketing is strategy first, tactics second. The voice of marketing should reflect the voice of your customers and not be a second thought. Your future programs and services will be determined by the needs of the market, not your gut feeling. You cannot become a customer-driven or market-driven organization if the skills and experiences of marketing is not at the leadership table.
Patient Experience
Use patient testimonials in everything you do and physician testimonials for everything related to referring physicians. Make sure your docs are doing their part in outreach to other physicians and getting medical information and the patient returned to the primary care doc as quickly as possible.
Understand from the patients and family's viewpoint the entire customer experience from beginning to end and make sure that execution is flawless. Out-service the other hospitals and clinics. Shortened waiting time, faster results, technology you have etc. The object is to turn patients as much as possible into customer evangelists. Word-of-mouth referrals but you can only do that through service experience. I did series of posts on Customer Experience Management, read those they should help
Price Transparency
Out price where you can the other hospitals for the insurance payers. Lock down the network, make sure you accept all the plans that your patient and referring docs accept. Make sure in your materials that you list all of the insurance plans you accept. Work the payers to set yourself up as the preferred provider. And make a big deal of that. Get the payers and insurance companies to do some heavy lifting for you by getting them to let their members know you are a preferred provider.
Outcomes Data
One area that is greatly lacking in healthcare marketing, is an intelligent dialogue on your outcomes with your audiences. Payors', pharma and medical device, have recognized this and are leading in the use of quality and outcomes data to drive decision-making. It is time for the rest of the healthcare industry to catch up.
Use outcome data where you have it.
Population Health Education
Patient education is a great medium to reinforce your brand, your brand promise and create customer evangelists. But that of course assumes, that you are doing original work in patient education. And not, just throwing together one-page disease information sheets, or using information from associations or pharma. Just because you throw some patient education materials in a box, doesn't mean that you are accomplishing anything. Other than your materials possibly reaching the recycle bin.
This is by no means a knock on any association or pharma materials, for they are great sources of information and advice. They just lack an organizational imprint of who you are, your brand and brand promise, to be able to showcase the breadth and depth of your knowledge and expertise. And that imprint doesn't mean putting your logo on the materials.
Besides the pervasive fear of competitors seeing what you are doing, patient education materials need to be on your web site and in easily accessible and downloadable formats. You can use QR codes in your mobile marketing that take individuals to the patient education section. Reference them in your communications programs. Build a marketing strategy around them to differentiate you from other providers.
Hold wellness classes and seminars on topics that people want to learn about, even use the Internet to do doctor led webcast.
Traditional Marketing
Direct mail, it still works.
In advertisements, make sure that there is a photo of the physicians for the service and patient testimonials about that doctors care and treatment. Use outcomes data.
Advertise that you are more than just a hospital, but a comprehensive healthcare center that does many things.
Set your docs up as expert subject matter content experts for local print and electronic news outlets. It never hurts, crank out press releases when you can.
Make sure your employees deliver an very high level of customer/patient service. Look at your patient satisfaction scores and see where you can improve.
Work with your admitting physicians to make it as easy as possible for them to admit patients to your hospital or seek treatment for outpatient services such as lab, ex-ray etc.
Use Social Media
Don't forget social media and how powerful a medium it is to create customer evangelists.
Keep in constant communication with your patients/consumers/members. Use all the tools available. You are only limited by your imagination. Facebook, twitter, YouTube, LinkedIn etc. People are wired today and expecting the same of you. Integrate social media in all that you do.
Make sure your web site is user friendly and easy to scheduled appointments or pay bills and contain wellness information.
Build Loyalty
Create a loyalty program. This is not a taboo and except for government program beneficiaries in Medicare and Medicaid or other government funded programs. You can create a loyalty program. Fact is not all patients are the same so you might as well take advantage of it before others do. It can be a powerful differentiator. Step out and be creative.
Understanding and Execute Demand Management
The hospital is no longer the center of the healthcare universe. Marketing needs to understand what the demand for healthcare services will be, when they will be needed and manage that demand making sure that the hospital or health system has the right resources, in the right place, at the right time to meet demand. The days are rapidly slipping away where marketing will be driving demand to fill hospital beds. You will drive demand to the appropriate place and location of service, at a price the market is willing to pay.
Live long and prosper.
Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.
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