Wednesday, 24 August 2016

How to create a winner marketing plan to your hospital by Dr. Hesham Dabah

Healthcare's facility directors and top executives who are in charge of the execution of hospitals and health services are confronting a test of how to get their facilities more profitable and make them more productive

The article was first published in Dr. Hesham Dabah's LinkedIn Pulse page (link below). The article is published here with the authors' permission.

Acquiring new patients to the practice is the lord of administrative practices,  pulling in more individuals requiring your service is what all health care business administrators should consider at into their daily operating systems.


In a perfect world talking, every single utilized specialist should run in beneficial status , be oriented with the expenses of their workplaces and practices. If not, we need to take an approach to make utilized doctors to move from the comfort zone to the dynamic one.  

Marketing is of course known to have positive benefits for enterprises of all kinds, including health care. It may even be an essential driver for some of the hospital’s prestige services and big revenue generators, such as open heart surgeries and liver transplantation, etc

It may, however, be less well understood that marketing can also be implemented in a way to have a direct influence on the patient choice and hospital branding as well.  

In fact, marketing can be highly effective in this way, contributing to the improved profitability of all services while also increasing market share in the health system and growing referrals to the hospital 

It's never been an easy process, the Marketing team responsible for that file in hospital, having a hard time competing in the market with other well established hospitals in the nearby neighbors. 

What's more, the marketing department additionally seeking association's with different offices, and the middle management managers and supervisors in charge of the productivity of these hospitals, are not completely mindful of the maximum capacity of viable, vital integration of the marketing efforts with other departments in the hospital  to specifically pull in new patients to these specialties . 

However, they know the potential, yet they don't have the enough knowledge about the how a strategic marketing plan component ! 

Making the challenge even greater is the common scenario of un-specialized hospital marketing departments, which have to support all hospital service lines. Taking an example of the pharmaceutical industry, they realized too early the necessity of developing different lines of marketing teams for different line of production, make it more efficient and easy to follow cost with the results.  

Unfortunately, the hospital managers and top executives overlooked that , using the same old way of thinking and hospital marketing is often at or near the bottom of their list of competing priorities and internal constituencies. A piece of the issue is that the chiefs of other administration lines in the  hospitals have a "louder voice" when seeking resources, but it is expected from the marketing department to come up with results !  

Another thought is that hospital marketing team is usually less capable and non-experienced in branding the doctors in practices and the health service lines. 

Eventually, numerous hospital executives and directors who are in charge today of the day by day hospital operations unwittingly wrong determined by general spending plans of marketing not indicating each service expense. How would you enhance execution without sufficient promoting assets, there is a difference bt. mastery and clear technique! 

  • What would you like to wind up with ? 
  • What's more, where would you like to go? 

Basically answer these 2 questions and you will discover it is not an advanced science to make sense of your marketing strategy to begin a winner one. 

The first step is to find a common definition of marketing in your hospital setting. For this, marketing should be defined as the process of  communicating the value of your services in-order to increase its profitability. At the same time, this kind of marketing requires identifying, anticipating and satisfying patient expectations.  

Your operation role in  this, marketing strategy ought to be characterized as the procedure of integration of all your administration's power together to get the results you want. 

To develop your strategic plan for the marketing, simply first apply the The 5 Ps of the marketing techniques to develop your marketing strategy that meets your requirements.

The 5 P's of Product Marketing

  • Product – In this case, it’s the hospital services being sold.
  • Place – In healthcare, refers to the Hospital facility.
  • Price – Competitive? Expensive? Affordable? We think of that as an end value the patient will receive when pays for it.
  • Promotion – The choices in messaging and communication channels to deliver a clear message to target clients.
  • People – All people in the organization, especially those in direct contact with patients and patient' families (and other “clients,” including hospitals, doctors, insurers, regulators etc.)
In this way, marketing is more than just exposure of the facility.it's comprehension of procedures and duties for me and my association.  

I should understand that successful marketing does not just drive business. It also drives reputation and branding to my facility. This is why it is called a marketing strategic plan.


Identify my position in the market

Every situation is unique and should be considered on a case-by-case basis. We need to determine and define our position within the marketplace. 

Clearly, well-identify our value proposition, develop a single statement that will serve as the guiding theme for my efforts. This positioning statement should be clear , memorable, unique and — most of all — TRUE. 

Once positioning is born, the hospital manager and executive should consider many steps to help my marketers to get the results from their work:
  1. Develop my brand.
  2. Be there; on consumers’ comfort zones
  3. Answer all inquiries in no time
  4. Build a happy referral network
  5. Include your physician in your marketing strategy
  6. Hire thousands of agents in your city for free

1 Develop my brand

Be Disctinctive ! 

An effective, consistent branding for healthcare organizations, particularly the private hospitals, is very critical. The organization should have a brand that represents who it is and what it stands for.   It is the sign on your building, the voice on the phone, the words said to patients, the quality of care and the level of service. 

It’s the organization’s personality, presence, reputation,type of chairs, uniform of my team, style and smell when you walk in. It is very useful to think of branding as reputation by style, it's a part of the overall organization’s brand, print outs and also different from the competitors, and vary from specialty to specialty and even clinic to clinic, but all have something in common which is the line of my organization's brand. 

Convey a clear and unique message, provide trustworthiness, connect with prospects psychologically, motivate the patient to come again and create loyalty

2 Be there: on consumers' comfort zones

Go to your target clients when they don't need you, don't wait them till they come to you hospital should have a role in people life , a useful one,  present in daily needs and activities, not just banners on buses and yellow boards in building or paid articles in newspapers.  

Be a part of their life, share with them their happy moments , add value to their life , let them come to ask about your promotions and then convert them to loyal customers! make to your hospital a permanent part of their life, not just a one time service utilized by a shopping client,, let them want you, follow you , fall in love with you  and always deliver the right message to them that you are there to meet their needs and always ready to take the extra mile to keep them happy, let them know that you are happy because they have a good health and happiness.  

Always check, do I get the right target people? Did I address the right points? Did I succeed in developing my right branding? Am I Different from competitors? Ask them what could be my next service they need and can't find anywhere else?

3 Answer all requests in the blink of an eye

Fill the need of the patients to know more about their sickness 

Nowadays, Web advertising is crucial, an unavoidable source of information. And they are expanding utilizing it to settle on their health choices. So, they have questions about their illness and they want answers to feel better about themselves and their conditions.  

In hospital strategic marketing plan , it's extremely important to have all around well prepared office staff  that can answer questions, no big surprise, I saw one time on an IVF health care facility " Adam Centers – in Cairo " utilizing new graduated doctors as a part of the front office to listen precisely to patient inquiries and answer each and every one.  

Staff individuals speak to your image with every connection, they must to be exceptionally very much arranged with my image and convey as a piece of their standard work in each collaboration with patients and their families. 

The object of the strategic marketing campaign is to drive new patient request and reservations, and your front office staff is the individuals who will be doing that, undertaking and making the early introduction of your hospital to the new patients. 

That impression will either fortify or undermine the first presentation testing your delivered message and the interchanges you got from your strategic plan. Business speaking,they will be the person who will turn a checker to a client. PERIOD. 

Promoting, will make prompts you , yet changing over guests into new patient arrangements are of high importance. That is the reason it's so imperative vital that front office staff are going to play an important role with my marketing team and up-to-speed and arranged to handle the stream either via telephone or face to face in the front office. 

Staff should be prepared to a point of high transformation rate, which will just happen subsequent to giving staff individuals the instruments, training and abilities, including how to empower make a new patient reservation and adherence to a suggested script of answers is the key.   

An extraordinary Client service is the first line of your association, and where you will see results if you invest on them appropriately

4 Build a happy referral network

Build a referral network 

Build trust and associate with the doctors in your city , or go further on the off chance that you have an in number of doctors exceptionally well in their specialties and broaden your affiliations with specialists everywhere throughout the nation.  

This is essentially imperative for your hospital. Business talking , drawing in doctor referrals is one solid reason doctor's facilities and healthcare organizations have been purchasing little practice offices, bringing new doctors to their network , and one reason why pays rates of doctors hit the sky sometimes.  

But, you got to know that building referral is not a 1-2-3 steps process to follow !  

Because the existing referral arrangement is difficult to break, and new referral relationship is a harder job, require a significant amount of information to collect. Just keep in mind that like any other relations in life, it has peaks and bottoms. Any referral arrangement between the doctor you want to win and a competing hospital , will have a moment of tension or dissatisfaction from time to time, so your consistency and continuous presence with the right offer and solution in front of the doctor you want to attract will allow you to be at the right time to win the game with your competitor.  

You need the help of your doctors in your facility to you build that network system, you can recognize how you will fortify yours to take a part in this procedure either in view of their dedication to your clinic or for whatever other thought process you can include in your marketing strategy. It works and it pays for its expense and this key cooperation can turn into a primary wellspring of your incomes in the event that you do it right.  

A week ago I made a visit to a doctor's facility that I've generally known about, however ever been there, the chairman and the CEO of of that hospital  " Dar Al Shifa " in Cairo – Egypt , has shared with me the inpatient log of that day,  incredibly he had patients referred to him from 8 different countries at his 44 ICU bed unit. They all had an open heart surgery in the hospital, all got through his effectively implanted referral system throughout the years.  

You have to measure and estimate the association and union you need to put resources into , then need to create particular, viable strategies to convey properly to plainly set the win to win circumstance anticipated from that connection.  

You can consider likewise the referral offices , not just doctors' offices. Which happen to have a huge significance now for healthcare business.  

The referral-building should be taken care of with a member team has a lot of perseverance, astounding correspondence , the abilities to follow up continuously , and has a great communication skills. With the right one to do it with the right abilities and character attributes for the assignment you can build a good one

5 Include your physician in your marketing strategy

Use the best people in your organization 

They can be a vital vehicle in your marketing campaign, that incorporates likewise their engagement with your endeavors to help build your referral system with partnership specialists.  

Truth be told, the doctor contact part is so essential to hospital business, you're extremely well prepared group is your doctors, so utilize them whenever it is possible and appropriate.  

They represent your image with their own fellows outside your work space with their families,and communities. They have the capacity to make you look different from different hospitals ,identify your abilities, style of administration and care and your ways to deal with making the additional move to fulfill a patient and win a good specialist to join your team. 

You can know you succeeded when a well reputable specialist from a competing hospital  comes to you and request to join your team of doctors, at exactly that point you know you are destined for success. PERIOD.  

It's about persuading and inspiring them without much speaking,they are very smart and they will know whether you want to make their hospital a good one, or you only there to have a huge compensation at the each end of the month.  

For that, you need to make sure that your physician not only know what to say about your efforts , but also well presented and have enough materials to leave behind and always be in the right place at the right time. Put a system to encourage every department to have some medical research to present in medical gathering , shows their accomplishment in meantime if new techniques they have applied in your facility to help more patients live healthy.  

The right materials handled by doctors can have a great impact in the general population and fill the gap of information about it , empower intrigued referrals to come to you and ask how they can utilize your facility services.  

These  materials can be in numerous structures, including business cards with the website address, data analyses,decent flyers,public relations team going with your specialist while he/she present a paper at a medical gathering ,,,and so on

6 Hire thousands of agents in your city

YES, as the old saying says "word of mouth " 

Your own patient population of your hospital are a treasure, their part is still under-assessed or undiscovered potential, unless a marketer has effectively worked in another industry than health facilities and know how to use.  

Building up a key arrangement for inside advertising to existing patients been of awesome significance in numerous commercial ventures, for example, accommodation , restaurants , time share,credit card providers,,,,etc.  

Unfortunately, most or lets say numerous health care executives did not experience these tremendous commercial ventures of transforming their customers into non paid agents to them without acknowledging they are helping you build your image and making more benefit and just for the expense of pennies.  

Without a doubt numerous patients who need to get some medications still get some information about a decent one , from family members receive medical services frequently.  

If we consider that the overall people who never came to my hospital, they don't know much about me or what i can do to them.  

In this way, by speaking reliably and keeping a good communication channel with my patients, will be the one who introduces my hospital' services  to their families and companions.  

Communicating with my patients can be very simple... yet very effective 

Patients promoting methods that we can apply to our marketing strategy can be very simple, as basic as requesting that fulfilled patients refer their companions, sending birthday congrats with some informative print out , short SMS, ask offer some discounts to them that they can pass to anyone they want.  

Much obliged to you for coming to that point and taking the time to read my article that I trust I had the capacity share with you some of my strategies that I tried myself and I know it lives up to expectations flawlessly.  

My last word, it's never been the marketers alone duty to bring you new business; and on the off chance that you quick to manufacture an unmistakable medicinal services office, you need to construct a good marketing strategy for your hospital, survey commonly with different departments till you totally fulfill with it, afterward demonstrate and help your marketing team to apply your strategic plan  

Furthermore, most importantly to be an enthusiastic to succeed, bar any individual who says it can't be done, in light of the fact that nothing is impossible in the event that we work right and make enough commitment to do it. 

Thank you. 

Thank you for reaching that point, please feel free to leave a comment , share your thoughts, start a discussion that can broaden our minds or share the article and invite your friends to read
Author
Dr. Hesham Dabah
Healthcare & Hospital expertise - Entrepreneur. Dynamic, confident and professional healthcare leader with strong ability to engage people positively and motivate them to embrace and work toward the vision for the organization

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