Hospital marketers: Cure ‘I need a brochure’ syndrome
The prescription for success is as easy as 1-2-3.
It’s a common scenario that plays out in health care marketing departments across the country. The belief that a monumental problem can be solved by
introducing a single tactical element—a brochure, a billboard, a radio campaign—you name it. This sounds a lot like the patient who asks for a
prescription without being seen by the doctor.
Here are some steps to consider before taking this all-too-familiar order.
Develop a diagnosis
Before you begin rocking back and forth in the fetal position (again), do what doctors do—ask questions to help you reach a diagnosis and review the
Is growing the hangnail clinic part of the hospital’s strategic plan?
What is the hangnail clinic’s time-to-next appointment? If it’s a staggering six months out, your hospital should consider hiring additional staff to
support patient volumes. If it’s less than two weeks, you may be able to make a case for additional promotion.
Are patients satisfied? A brochure can’t fix a bad patient experience. In fact, it might even make it worse. Review the hangnail clinic’s patient
satisfaction scores to make sure they’re aligned with your hospital’s patient experience goals.
Recommend a treatment
After determining what you’re trying to achieve and how you want to achieve it, you can recommend a treatment.
Growing the hangnail clinic appears to be part of the hospital’s strategic plan. The time-to-next appointment is less than two weeks. Patient satisfaction
scores are blowing the roof off the hospital. Now what?
Determine measureable objectives and consider developing a marketing/communications plan for the hangnail clinic. This may include a brochure. It may not.
It’s up to you as the marketing professional to recommend the most effective strategies and tactics.
Schedule a follow-up appointment
So, what if things aren’t looking so good for the hangnail clinic? Would a doctor prescribe an anti-depressant to someone who isn’t depressed? Work with
your internal client to help understand how your marketing department makes decisions and promise to schedule a follow-up appointment in six months.
Find out how to match social media strategy with traditional service-line marketing goals. Join Ragan and Mayo as we pair up for our 5th
consecutive health care social media summit.
Stephanie Hungerford is health care account supervisor at Core Creative.
Popularity: This record has been viewed 4468 times.
Healthcarecommunication.com moderates comments and reserves the right to remove posts that are abusive or otherwise inappropriate.