Hospital Marketing in 2014
By reading this article`s heading you all must be thinking about to explore new trend in Hospital Marketing, that`s true partially as you go reading this, you will say “Ohh that I know very well..” but believe me like you many of us have so many ideas which can be transform in to new trend in respective industry but “Knowing is Knowing & Doing is Doing”. So keep reading and keep implementing.
Shape up your Marketing Team: Traditionally all hospital management has their Marketing or Business Development team and their major focus is not marketing but the SALES. So let`s shape up your team in manner that you can cover all aspects of hospital marketing, according to me Marketing Department should be divided in to 6 part:
1. Internal Marketing Team
2. Branding Team
3. Corporate Sales Team
4. Referral Sales Team
5. Event Team
6. PR Team
Effective coordination and combination of above team can lead successful Hospital Marketing & Business Growth.
Market Research: Traditionally, all hospital marketers follow existing technique prevailing in the market, e.g. One hospital is doing advertisement campaign on “Knee Replacement Surgery using Computer Navigation” or some latest equipment for error free surgery with clean atmosphere & excellent services, with the photo of some old age couple back to their normal life with hassle free walking. Another hospital will similar kind of advertisement with lowest package rate. Some other hospital will do the same kind of advertisement campaign with showing old age person playing football after Knee Replacement Surgery. According to me hospital should have develop Market Research Team who constantly measures patient`s trend, need, demand, willingness, behavior, expectation etc. and the same time explore and update new trend in medical world, by evaluating said data marketer can always invent new ideas to promote their particular services in very effective way.
Know your Existing Customer first: all marketer wants more and more footfalls in their hospital and for that they do all kind of efforts and spend huge money, but marketers just forget their existing customers who are already there at your place for availing some or other kind of service of your.
According to me in today`s challenging economy marketer has to utilized their existing customer to market their services and facilities by using various methods like cross selling, privilege card, loyalty card, gift car, referral scheme, hospital merchandisers etc. Marketer should also know how to use existing data base [contact number, email ids, home & office address etc.] of their existing customers.
Get Connected, Get Social & Be active on Social Media: Most healthcare companies utilize Facebook, Twitter, Youtube, Blog, Instagram, Google+ and LinkedIn for their brand visibility but marketers needs to cultivate and invent their own strategy to utilize this platform in maximum benefit to community and organization.
According to me Hospital marketer has to assign social media engagement work to internal marketing team for better and effective strategy. Before designing any social media strategy marketer need to gather various research data from marketing research department to understand their target segment`s like, dislike, trend, need, expectation, behaviors etc.
There are so many other things to write…
Will update in next blog, meanwhile Happy Learning and keep commenting and suggesting on my blog..
Your comment and suggestions can transform, reform Healthcare Marketing this year!!