Planning your Hospital Marketing Strategy:
Summery and Objective:
In the age of digital media were people are curious about every bit of information on World Wide Web does not hesitate to search for prescribed medicines, diseases, cures, etc. and also they share with their fellow people to create awareness. Patients have more options available today, as every bit of information is available online. They feel that it is not required for them to visit a hospital. To retain and attract new patients you have to focus on providing a personalized service to each patient. This makes them feel they are cared about.
- Build a strong online presence
- Ask for Reviews
Nowadays most of users read reviews of hospitals on various sites to get a profound understanding of your service. use an automated review system. Where patients receive a mail or message to rate NMH scale of service from 1-10. If we receive high rating, then we can also send a follow-up mail asking them to leave a positive feedback.
- Build Referrals
An annual promotional/offers plan & new doctors and services plan for privet hospital. the goal of the promotional/offers annual plan is to increase footfall for the external clinics and promote and raise awareness the different services that these clinics provide.
Annual calendar offers plan with dates focusing on the international health days e.g. (breast cancer awareness month offers) and the special occasion like mother’s day, Valentine’s day, women empowerment day ext.
the offers strategy has to relate and speak to specific groups and segments in accordance to the international days and get the best offers/initiatives/schemes/tactics to highlight the service, increase patient registration and overall hospital brand image.
on the other hand, marketing plan for new doctors and their specialties, techniques, skills to build patient trust and as result build trust of the hospital reputation to provide the best quality healthcare service in the market.
now the target audience is mid-high to high-end customers that have no problem with paying as long as they receive the best quality service for their money. the marketing message here has to be value not money. the channels that we should focus on social media and digital online optimizing the website (needs redesign and update) offline tactics like creating health blog with each doctor talk about the latest updates in his/her specialty and best practices and latest tech for better service and ensuring the higher quality of services. I am looking to build the best real, genuine social engagement that will be translated to new patients and retain the value of the current database.