Healthcare Marketing During: Rough Times

Health Care ReformCompetition

Change

HealthCare Marketing Planning

HealthCare Marketing Planning

• A solid plan for healthcare marketing is a fundamental business tool for coping and succeeding in the face of healthcare reform and other changes

• Competition has increased ...the roll-up trend created more group practices...and economic pressures push down on reimbursement and elective care

Marketing Is a Fundamental Business Tool

Marketing Is a Fundamental Business Tool

• All Healthcare providers need to think about growth– Most have made dramatic changes to reduce costs

and increase efficiencies eliminating any “Fat”• Having a solid marketing plan is not a:– After thought– Nice to Have– Rainy day option– Second priority

Marketing Is a Fundamental Business Tool

• Effective and ethical HealthCare marketing is a fundamental, priority business tool to deal with change and to:– Achieve profitable practice growth– Attract cases that practitioners enjoy– Protect and grow market share against

competition– Build the professional reputation with the

community and peers

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Answer aggressive competition which has

emerged in the area – Attract higher paying, elective and/or cash cases– Attract more cases that physicians enjoy or have

special expertise – Be able to hire the right people

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Become more profitable – Become recognized as a leader in specialty field or

community– Bring cash or ancillary cases into the organization – Build a practice that was recently merged or

purchased

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Build the organization's reputation (brand) for

positive recognition – Build volume for new technology, equipment,

procedures/services– Ethically attract cases that reimburse well – Grow your number of new patients

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Increase revenues – Increase the marketing effectiveness – Move my physician office and/or add another

office; assure all locations are successful– Multiply patient referrals

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Reach more people to provide service to the

community – Rebranding for better differentiation in face of

change– Reduce reliance on low paying insurances– Reduce over-reliance on a small number of

referral sources

Marketing Is a Fundamental Business Tool

• Common challenges in HealthCare that marketing can be used for:– Spend more of my time as a provider (not an

administrator)– Support new providers, new partners, new

locations– Increase Internet Marketing – Win more doctor (or other professional) referrals– Work smarter not harder