ADvice
Marketing & Advertising
For Health Care Organizations
Coastlines ADvice article
by Aileen Koon,
ECAF President |
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Once upon a time, marketing and advertising a health
care organization was deemed unnecessary. However, in
today’s market, with advancing technology, educated
consumers and an increased demand for quality services,
marketing has become essential.
Not only has competition become incredibly fierce but
also consumers have become discriminating and make an effort
to educate themselves about the services they receive.
When determining how to market a health care organization,
consider marketing’s classic three-step paradigm:
- Find out what your consumers want and systematically
gather data on what these consumers expect from your
services.
- Structure services and operations to meet their identified
expectations.
- Let key constituencies know what services you provide,
using tasteful and effective marketing messages.
One myth that exists is that people need medicine and
it doesn’t have to be sold. In today’s market
the consumer is aided by the Internet and media focus on
health issues. Consequently, the astute health care consumer
can see through standard medical practice. These enlightened
consumers want to make up their minds about whether they
really need health care and if so, how much and where.
Customer satisfaction will make or break your business.
In today’s economy, consumers’ expectations
are incredibly high and consumers will move quickly when
they see an opportunity for better service and more value.
Don’t forget to add community service to your marketing
efforts. Participate in community events and support non-profit
organizations with both time and money. This will build
not only community good will but name recognition as well.
The exposure can attract new customers, strengthen the
loyalty of current customers and fortify your long range
planning.
Most importantly, build on partnership opportunities.
Instead of looking at other health care organizations as
competition, partner up in events and share resources.
Every organization has something beneficial to bring to
the table.
Aileen Koon is the Community Relations Coordinator
for White-Wilson Medical Center. She is currently the
President of Emerald Coast Advertising Federation.
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