Healthcare marketing has changed lot in past 10 years. Now it is not only depending on referral doctors or on cut based referral system. In a study, it has been proves that commission based referral increase the cost of hospital, it is not giving any benefit to the hospital. Now, only quality patient care is the main concern to all needy patient and common people. In this fast changing economic medical marketing is also changed a lot. There is lots of competition in Hospital or healthcare to increase footfall in the Hospital. Hospitals are also taking new way to increase foot fall or to do marketing. Hospitals are not afraid of testing new way to reach to its customer and make them aware about their services. After some research I am able to figure out some basic marketing initiative in hospitals around the globe.
Followings are some marketing strategies, hospitals can apply.
- SMS
- Social Media Marketing (Facebook, twitter, Blogs, Google+, Search engine optimization)
- Patient Ambassadors
- Treat patient as a people not a disease.
- Local large society, groups, NGO etc
SMS - (Short messaging services)
Today mobile penetration in more, almost all having mobile phone with them. SMS services plays a vital role in marketing of new services, new offering, or any kind of updates. Sending updates about your service would be good source of marketing. Whenever patient come, make a database of new or existing patient send then updates about your services.
Social Media Marketing
Social media become tools of marketing now a day. Everyone spend at least half an hrs on these social media, lots of friends are reading each other’s updates, shares it they feel its good news or updates. Hospitals should also open an account and updates it regularly. One bases way to use this social media is that urge your satisfied patient to write on their experience on their so other`s can read it, also share it with their friend circle. A satisfied patient is always a good conveyer of your messages. One can also post their experience on hospitals accounts.
Not only patient, your employee can also be the good source of marketing. Tell your employee shares their hospital information if any new things in happening in your hospitals. You Doctors can also do the same things. Today people rely on others information and experience.
Also you can use these tools as marketing survey. Like what people think about your organization and you can solve their query on the same time if any.
Patient Ambassadors’
This is also a very powerful tools of marketing. Patient Ambassadors is nothing but your satisfied patient’s short interview kind of videos which you can post on your website or on social media websites. These satisfied patient acts as an ambassador for your services. For example: a patient survive from massive accident you can ask them to say few words about their feeling during stay in the hospital then make this video represent able with your hospital logs.
Treat patient as a people not disease
Just think that how do you feels when someone giving you attention, greeting you, welcomes you, ask for if you required any help. These are just simple antiquates but very powerful. Give training to your all who comes direct touch with patient start from registration department how to greet people, how to solve problem of the patient, tell them to treat them like a guest not a patient.
Local Society
Find out large society, group in you locals. Make a health club kind of thing for them where they will get discount healthcare service from your hospital. Give healthcare education on regular basis. Give discount card to that society member.
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