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    Misc

    Tips on marketing your hospital

    August 2nd, 2005

    As I've mentioned previously, hospital marketing needs to kick it up a notch without getting into trouble. In this consumer-driven atmosphere, marketing is as important as ever.

    Read the Rush University Hospital marketing story. In a nutshell, they were easily the #1 hospital in Chicago for decades, competitors came in and marketed aggressively, they became #4, then they launched a well-planned and well-executed marketing campaign. Now they've climbed a spot to #3, "Find a Doctor" queries are up 500%, calls to the physician referral line are up 100%, and outpatient volume is up 10%.

    Also check out this healthleaders article on how to take your hospital marketing above the clutter. My favorite tips:
    (1) People already assume that quality is good and your doctors are competent, so what's special about your hospital?
    (2) Find those delighted (not just satisfied) patients and ask them to speak for you.
    (3) Don't be reactive. Even if your competitor down the street comes out with an ad, don't one just to do one. (look outside of healthcare! check out this great blog on marketing/branding.)

    Also read these articles for other hospital marketing news:
    - Stats on hospital marketing levers: most used: appealing to emotion, and appealing to institution prestige
    - hospital adds patient blogs to its marketing portfolio: lots of people noticed, but I don't know if it really worked
    - this hospital is spending the $ to build a national brand: consumers are empowered and have more flexibility in their plans to choose, so why not market to them?
    - In Louisiana, rural doctors and hospitals are collaborating in their marketing plans to keep their patients from going to bigger, newer, suburban hospitals.

    Comments, Pingbacks:

    Comment from: Jefford [Visitor]
    Nice site with good design,Keep it up!
    Permalink 04/27/06 @ 19:35
    Comment from: guru [Visitor]
    Being in health care business i understand that patients are the best resources for marketing ones hospital.

    good article

    some more tips on hospital marketing is welcome and benefiticial.

    Permalink 08/22/06 @ 06:20
    Comment from: Bernie [Visitor]
    Hi,

    I found your site to be quite resourceful

    thanks,
    bernie
    Permalink 11/09/06 @ 18:00
    Comment from: vishvajit raol [Visitor]
    our hospital now suffering critical position because our leading doctor left the hospital and many pationt complain for many charges in your hospital because poor pationt not spend money high treatment
    Permalink 12/15/06 @ 09:12
    Comment from: Rahmat Khan [Visitor]
    Found very useful and resourceful, need more information on it.

    Thanks
    Permalink 03/22/07 @ 05:25
    Comment from: cynara [Visitor]
    i really like this site
    Permalink 03/29/07 @ 23:07
    Comment from: HANSEL BINEY [Visitor] · http://market
    please am a marketing perssonel and i want to kown how best i can market an hospital to companys and other people
    Permalink 04/06/07 @ 15:37
    Comment from: Mayssa Sfeir [Visitor]
    i am applying for a marketing manager position in a private hospital. what kind of tips should mention in the job interview.
    please advise.
    thanks
    Permalink 04/16/07 @ 10:01
    Comment from: S.R.Chaudhuri [Visitor]
    Excellent.Now a days Direct to heart marketing is more immpportant.The only best policy is the honesty in treatment and billing
    Permalink 04/26/07 @ 10:48
    Comment from: andrew [Visitor]
    I am looking for an example of a marketing plan for a hospital
    Permalink 06/05/07 @ 17:27
    Comment from: PR & Marketing [Visitor]
    A key way to differentiate your hospital from your competitors is through exceptional customer service. A recent white paper from The Beryl Institute called "It's Not a Call, It's a Customer," explores the impact of customer service. However, before employees can demonstrate the passion required to provide excellent customer service, they themselves must feel valued.
    Permalink 07/09/07 @ 20:26
    Comment from: Sandeep Vaishnava [Visitor] · http://HOSPITALS.COM
    I m heading the marketing of one of the best group of hospitals. Had two predissessors before me. Target which 1st one achieved , second one achieved 15% more and after that stagnent for 8 months till the time I took over. My growth was constant and it was increase on second one by 10% in 3rd month , 15% in 5th Month , 20% in 8th month and 25% in one year.But since past 4 months my efforts are also stagnent. My management wants a change. Need your help.
    Permalink 07/17/07 @ 01:31
    Comment from: hospitaltony [Member]
    Sandeep, I wish I could help you. I don't know what can be done to be keep up with that kind of growth, especially in the short-term. Short-term growth is definitely one metric, but patient loyalty and satisfaction may be the true drivers of long-term growth. And that isn't a marketing campaign, but a top-to-bottom organizational culture focused on patients.
    Permalink 07/20/07 @ 00:36
    Comment from: SANYUKTA [Visitor]
    PLEASE INFORM HOW SHOULD I PREPARE FOR INTERVIEW FOR THE POSITION OF MARKETING MANAGER IN HOSPITAL

    Permalink 07/30/07 @ 06:54
    Comment from: Md. Kamal Hussain [Visitor]
    This is nice site for learn about Hospital Marketing. As an Healthcare professional i learnt a lot from this site.
    Permalink 08/25/07 @ 01:44
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Sandeep,

    I strongly believe I can help you. Contact me via the listed website.

    Sherry
    Permalink 08/27/07 @ 04:47
    Comment from: Annurod D Singh [Visitor]
    Hi, im going to join as a Manager marketing in a private hospital. please send me some nice advice and strategies so that i can increase the business
    Permalink 09/04/07 @ 19:32
    Comment from: Satish Kumar [Visitor]
    very good infomation
    Permalink 12/14/07 @ 02:57
    Comment from: T Williamson [Visitor]
    Great article! I am in the process of writing the marketing plan for a new hopital. We will have two different facilities that will focus on bio-medical research and patient care in two areas: mental health and rehabilition. I welcome any suggestions you may have.
    Permalink 12/19/07 @ 11:57
    Comment from: shahmir ali [Visitor] · http://google
    it is excellent to learn, but i am requesting for more and more tips,further.thanks.kindly send me regulally tips.
    Permalink 01/20/08 @ 08:42
    Comment from: dr.khushi [Visitor]
    hi i want to see some reasearch articals on marketing
    Permalink 02/14/08 @ 00:55
    Comment from: Dr. M.L. Chowdrey [Visitor] · http://none
    Hi,

    I shall be grateful if you may kindly send me some tips and advice as to how to market a medium sized (75 Bed) Hospital.

    Your site is very informative. Keep up the good work.
    Permalink 02/21/08 @ 22:47
    Comment from: farhan feroz khan [Visitor]
    im a student of mba,i need a sample marketing plan,thank u, ur site is good

    Permalink 02/22/08 @ 05:37
    Comment from: Rahmat Khan [Visitor]
    Really It is a very good site, please guide me how I can increase patients flow and service utilization in a medium size hospital. I am working in a private hospital as a marketing officer.
    Hope that u will guide me in this regard.

    Thanks
    Permalink 02/25/08 @ 00:36
    Comment from: Dr.D.Devaiah [Visitor]
    Hi
    Dear sir/madam,
    we own a medium sized hospital (50 beds) we constructed this hospital in 1999 till now we are strugling for improveing this hospital our hospital is situated in a middle class area where all the population are (labor class) it is a very crowded area & our hospital is single hospital in our whole area but then also there is diversification of patients to other hospitals from the other doctors who are situated in our area so we are finding it very difficult there is no regular in flow of patients to our hospital so please give us sujestoun s to improve our hospital standards i.e name, fame & inflow
    Thanking you
    Dr.D.Dvaiah
    Permalink 03/06/08 @ 02:27
    Comment from: Aliaa [Visitor]
    I'm going to write a new marketing & PR plan for new and powerful hospital,if anyone want to help be ,,,it will be soo appreciated.

    thank you
    Permalink 03/12/08 @ 14:55
    Comment from: Sanjay Aru [Visitor]
    The site was good and informative. I had enjoyed while going through it. Please send me the details of How to make the marketing budget for the Hospital.
    Thanks.
    Permalink 03/18/08 @ 04:04
    Comment from: Shivangi [Visitor] · http://www.indiagiftservices.com
    The visit was useful. Content was really very informative. From http://www.indiagiftservices.com
    Permalink 03/19/08 @ 03:10
    Comment from: farooq [Visitor]
    hi...i am opening a small clinic in a town....please guide me about a few marketing skills or tools so as to boost the sales and enhance business...with emphasis on quality of service upto the satisfaction of customers...thanx
    Permalink 03/23/08 @ 12:24
    Comment from: makeithappen [Visitor]
    Hi- this is an EXCELLENT opp. to market your hospital AFFORDABLY. WE have a nationally syndicated radio show called GREAT AMERICAN SECRETS. We cover production costs, content, scheduling-- everything. You give us a doctor or a newly healthy and satisfied patient for a phone interview. We write the interview with you, broadcast it nationally, send out a press release about the good news "secrets" of your hospital- AND provide the mp3 for your own use. All for just $1500. You'd be sorry to miss out on the opportunity to do not just one, but maybe even a weekly series of these shows! Which hospital is it going to be? YOURS! Call (203) 552-5313 We are real, nice people who care about promoting good businesses and would love to talk to you!
    Permalink 03/28/08 @ 14:16
    Comment from: Lok Peng Hean [Visitor]
    i am talking up a Marketing Manager post in a hospital, pls send me some marketing tips , plan and strategies, thank you.
    Permalink 03/31/08 @ 22:45
    Comment from: Bodhibrata Chakraborty [Visitor]
    Dear Sir/ Mam,
    Very recent i joined in a multidiciplinary hospital in post of Business Development Officer, would plz guide me how i can develop the hospital.
    Permalink 04/05/08 @ 07:09
    Comment from: arudra [Visitor]
    dear sirs
    can any one send me a marketing plan for eye care services very urgently
    Permalink 04/09/08 @ 03:33
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Hello again.

    As I read through postings on various venues asking for assistance with hospital marketing and marketing of other medical facilities, it's interesting to me that those questions and requests being made in 2007 and now in 2008 are essentially no different than those asked during the 20th century. This is, yet is not surprising. It seems to indicate that a minimum, if any, progress has been made to any significant extent to improve the state of the medical community. I then ask myself, 'how can this be in this technological age?'

    In my opinion, hospitals and other medical service providers will continue to struggle and/or close their doors as long as those who are contributors to their marketing and daily operations resist changing their mindset and methodology. That prevents the right questions for the 21st century from being asked.

    As long as the same ole approaches are used, expect the same ole results. Once decision-makers decide to accept what some believe are 'radical' changes, the demise of that institution/organization is probably eminent.

    Again, what is the solution that will do more to attract enough business to become more successful? Answer: Change your paradigm. Become increasingly cost competitive but in a manner which is not too detrimental to the attitudes of your staff. Add more customer/patient-friendly services while improving your staff's working environment. Revamp/re-engineer your logistics for obvious reasons. Then scream your organization's benefits to the world! Make your organization the place folks are eager to work for and a place where patients go out of their way to be treated. Go back to square one with a twist.

    How? Answer: Do more to integrate the 'real world' with the 'virtual world' (Internet/World Wide Web) in nearly all aspects of your organization. Add more automation and globalization in areas where you may not have thought of, yet. Globalization is a relative term and is mandatory even for localized community organizations. If you are not sure where or how to pinpoint these 'radical' change locations, ask (me).

    In the interim, ask yourself - what aren't you doing that is actually contributing to the struggling of your facility? Believe me, the state of the medical industry is not just due to the state of our economy. Making changes may not be as hard as you might think. :)

    (Also, reference my previous post at:
    http://www.hospitalimpact.org/index.php/leadership/2005/08/02/tips_on_marketing_your_hospital#c17739)


    Good Luck!
    Permalink 04/10/08 @ 15:25
    Comment from: Reshnee Beekrum [Visitor]
    Informative site. I work in a private hospital of medium size, with 2 competitors in the city. My focus being Client services and events. Please share some best practices and new market trends / creative approaches. Thanks.
    Permalink 04/18/08 @ 08:01
    Comment from: Dr Sumeet Gaikwad [Visitor]
    Marketing is not a limited area of work but it gives somany challenges to the Organization
    1. Internal
    2. External
    A good planning will help to reduce the threats.
    Permalink 05/29/08 @ 03:18
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Hello again.

    So, how many of these hospital representatives, and medical and other professionals here feel satisfied about their progress in growing their hospital, medical center, practice, and/or department over the last year?

    Have your methods worked, yet? If so, how did you do it? Were your marketing efforts successful? Was your marketing budget sufficient enough to accomplish your goals? If not, do you know why? I really am curious as others may be interested to know as well.

    ~~~
    If you're still looking for answers, you really need to try something new, especially if the old ways didn't work in this global environment.

    ~~~~~
    To begin, look OUTSIDE of the marketing and advertising side of the Internet / Web for just a moment to REALLY recognize the strengths, global reaching power, and automation ability the Internet has available for the daily operations of your organization.

    When utilized MASTERFULLY, costs can be cut significantly; the hospital's increased competitive edge becomes more apparent to all as more money is freed up to fatten multiple budgets, including advertising, staffing, equipment and research; and their competitors must stop long enough to try to figure out how that hospital actually did it!

    Understanding the step-by-step details of the 'HOW' is not at all difficult. You first need to change your old paradigms and create new ones and be willing to learn from others.

    HOW, you ask?

    Find a FREE global business community where you are able to ask specific questions about your particular situation and get answers 24/7. Then, seek out the profitizer's strategies and techniques.

    I found that global business community and so far, it is one of the best for any business owner, manager, business wannabes, employees who have the responsibility for improving their department's performance, etc.

    ~~~~~
    See for yourself and ask your questions there. Folks in small businesses also have great ideas. Be open to their responses, too.

    Also, make sure you stay up on the latest information here on HospitalImpact.org.


    HTH

    You can also enter that community here.

    Permalink 06/25/08 @ 21:01
    Comment from: Edgar Zivec [Visitor]
    S Taylor [Visitor]

    I am starting my own Private Hospital. I need to figure out a marketing plan, but I dont have much experience in that area. Can someone send me any information about it? Anything usefull for targeting the european community?

    Thank you very much, any help will be appreciate it.
    Permalink 06/26/08 @ 16:17
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Edgar Zivec,

    We'll be glad to help you.

    Our methods and strategies are non-traditional though, so be prepared to L-E-A-R-N.

    We'll help you to find more cash flow so you can increase your marketing and advertising budgets, even BEFORE you get started!

    We think OUTSIDE OF THE BOX so you can out-distance your competitors.

    Since neither your E-mail nor Web address has been provided, feel free to visit our website to 'Contact Us'.

    We'll provide you with immediate relief!
    Permalink 07/17/08 @ 04:33
    Comment from: Get paid for surveys online [Visitor] · http://www.get-paid-survey-for-online-survey.com
    It's always a breeze to find something nice to read online. With so much duplicate content one would start to think such great reads are no longer available online.

    Thanks for keeping hope alive.
    Permalink 07/29/08 @ 00:48
    Comment from: Rahmat Khan [Visitor] · http://Chitral/Pak
    Pls sent me articile on hospital service utilization tips.




    Thanks
    Permalink 08/21/08 @ 01:10
    Comment from: Prakash [Visitor]
    If anyone want 30% more profit in Hospital through marketing Just mail me its totally free.prakash25481@yahoo.com.au
    Permalink 09/03/08 @ 11:56
    Comment from: chibuzor [Visitor] · http://nigeria/+234
    i'm preparing for an interview for the post of a marketing officer. What do i need to know?
    Permalink 10/01/08 @ 06:52
    Comment from: Ajay [Visitor]
    hai
    i am newly joined privte hospital , i want some usefull advice about hospital marketing
    Permalink 12/26/08 @ 11:46
    Comment from: Ruchika [Visitor]
    hey very informative site...
    Permalink 01/18/09 @ 13:18
    Comment from: gita [Visitor]
    i work for a boutique hospital for women.. could you suggest me some good marketing plans.
    Permalink 01/27/09 @ 02:00
    Comment from: T. C. [Visitor]
    Does anyone have recent statistics on the % of the overall hospital budget that is represented by marketing...or the average hospital marketing spend by bed size? I have data that is several years old. Thanks.
    Permalink 02/09/09 @ 15:01
    Comment from: C.C. [Visitor]
    T.C., I'm looking for the same answer. How old is your data?
    Permalink 02/25/09 @ 16:26
    Comment from: Sameer Sharma [Visitor]
    Marketing Insights & Tips :

    1)Hospital marketing does not have to be aggressive as patients decission to choose a hospital depends on 3 factore 1)Facilities2)Expertise3)Vicinity.

    2)Create Good-will by Zero-Error policy & overall organizational excellence, This will get you thousands of referrals form 1 satisfied patient.

    3)Marketing Dept. acts as an interface between the Doctors & Public, hence Front end & Backend has to work in tandem to provide the services.

    4)Making available in print, all imp emergency & appointment numbers to customers is a good tool.

    5) Events-Indoor & Outdoor, Awareness programs, Chek-up camps to help educate children, parents, organizations, common-public, in Schools, neighbouring locals etc around your hospital.

    6)Strong CRM Programme; Interactive & informative Web-site.

    7) MoU with Corporates for Various health packages.

    8)Register with FICCI to promote your hospital for Medical Tourism

    9) Make various Medical packages catering to all the sectors of the society.

    10) Work with your heart & feelings, after all you are in the most noble profession of healing & curing.

    Permalink 03/19/09 @ 03:13
    Comment from: sahir [Visitor] · http://www.bithospital.com
    Dear Sir/ Mam,
    v useful i am administrating in a multidiciplinary hospital , would plz guide me how i can develop the hospital. thanks
    Permalink 03/23/09 @ 07:40
    Comment from: Joe [Visitor]
    Hi, I am applying for a marketing director position in a private hospital. Could you please help me with what kind of tips and facts I should mention in the job interview.

    Thank you
    Permalink 05/11/09 @ 01:57
    Comment from: Jay Curry ex CRM GRU.Com [Visitor] · http://jaycurry.com
    I have seen the light:

    "Love Your Patients" is the

    only marketing book you will

    ever need!
    Permalink 05/28/09 @ 10:41
    Comment from: Medical Web Experts [Visitor] · http://www.medicalwebexperts.com
    Hello all, I am a cardiologist. I would like to shed some information regarding the medical website marketing. In recent times, especially because of increasing recession, I have seen a great amount of increase in the medical websites. Internet marketing is gaining the attention by healthcare industries also. And web marketing companies like medical web experts and many other proves out to be really beneficial in ameliorating your business. Internet has been and will be one of the prime source for drawing a large portion of the market. Your blog provides the excellent way to reach to the market without the bounds of recession and location. SEO helps popularize your product in such a sluggish economy. And internet marketing can outstand traditional and comparatively costlier marketing. I have certainly experienced that online marketing can lead your company to a never-before-thought heights. The internet marketing has provided the new horizon to the marketing ideas for healthcare industries. Generally, searching over the internet, I came to know about the strength of internet marketing. I thought of being a part in this, and hence decided to create a website. Being novice, or I should say careless regarding the pros and cons while entering into the online marketing, I end up making a website from a small group of technicians at very low cost (thought of saving some money there). All they did was just some manipulations on a template easily available from the internet, and adding some attractive images, and all sort of those things. Reading all over the internet regarding the web optimization techniques, I tried to implement on my website. But somehow, all my efforts were thwarted off because of the website design, which I was unaware of. All my efforts were drowned. Then I come across a medical web designing company named medical web experts, and from there I got my website completely reconstructed, marketed and optimized. Then it was the case that after few months there was a distinguished increase in patient count. So, sometimes, we should let the work to their experts. Medical web companies really help gaining presence over the internet. As we are experts in heart surgery, they certainly are in internet surgery. Lol!! You can find some really good information regarding the facilities that can be incorporated in websites from www.moderndesigninc.com. Prolific marketing strategies and ideas of web marketing companies can boom any company using some simple rules of web marketing.
    Permalink 06/20/09 @ 03:23
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Hello.

    Hospital marketing and other business marketing efforts needs to have an edge on their competition by having a niche of some kind.

    Once that niche has been determined, you then need that 'WOW FACTOR'.

    Sometimes that 'WOW FACTOR' can overshadow that niche, which can be okay if it draws people to you to pitch that niche.

    As an example, even though my company focuses on showing others how to 'HIRE INVISIBLE EMPLOYEES' using software integration to automate tasks, we found a 'WOW FACTOR' in a recently-added feature on our "Contact Us" web page whereby our web visitors can DIAL us TOLL FREE to our landline or cellphone DIRECTLY FROM OUR WEB PAGE! Who knew!!!

    Now, we're marketing that feature by asking people to 'Web Phone Us' in an effort to draw even more attention to our website.

    And the kicker is, we had nothing to do with the development of that product nor do we know who those people are!!!

    Frankly, it doesn't matter to me whether our visitors originally came to our website because of our products and services focus -- what matters is whether we can CONVERT them into customers for those same products and services once they get there.

    So for those responsible for hospital marketing, find that 'WOW FACTOR' that draws people to you. Once they're there, then convert them over to whatever you are offering.

    Hope this helps.

    P.S. 'Web Phone Us' anytime. If it happens to go to voicemail, leave us a message and it will send one of us a text message on the cellphone. A 'WOW FACTOR' feature.
    Permalink 07/06/09 @ 00:36
    Comment from: Tumi [Visitor]
    Please advise,im applying for a PRO post in private hospital.What kind of tips should i mention in the job interview?
    Permalink 07/12/09 @ 11:07
    Comment from: nazanin abolhassani [Visitor]
    Hi
    I am a M.S student of healthcare management and working on the position of marketing in the private hospitals in Tehran.I am gathering the questionaires related to this subject.If you have ones please send to me.
    thanks a lot
    Permalink 07/29/09 @ 09:22
    Comment from: Priscilla Glaskin [Visitor] · http://www.amazingmail.com
    For those of you who are looking for a personal way to connect with your community please consider AmazingMail. We offer no minimums on mailings and it's next business day in the mail. It's a great way to connect and let your community know when you bring a new Dr. or staff person on board, have seminars or workshops for the public, and thank contributors. For more information please contact me at pglaskin@amazingmail.com.
    Thank you,
    Priscilla Glaskin
    Permalink 08/11/09 @ 16:05
    Comment from: S Taylor [Visitor] · http://www.ibnetllc.com
    Hello.

    Just another thought --

    Have you seen lately, how other hospitals and medical practices are using video technology (video marketing) in conjunction with the Internet for promotional purposes? I'd think it would be quite cost-effective and successful amongst their targeted audiences.


    ~~~~~~~~~~~~~

    To see examples, check out the following links at www.HealthCareStatistics.org:

    Marketing In-General Examples: Note: Dental marketing is also included.


    By Specialty Example: Note: Some physicians promoted their videos on behalf of themselves, also.


    HTH (hope this helps)

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    thank a lot
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    Being in health care business I understand that patients are the best resources for marketing ones hospital.

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    Safety Tip

    Hospital facilities built today do not include asbestos, but many older buildings still have asbestos components in them. Steam pipes, boilers and furnace ducts were often insulated with an asbestos blanket or asbestos paper tape because of their fireproof and insulating properties. Resilient floor tiles were made from vinyl asbestos. Asbestos cement was employed in roofing, shingles and siding materials. The hazard of this carcinogen increases when the fibers become airborne, and untrained contractors can inadvertently increase risks by cutting, tearing, sawing, scraping, or sanding asbestos materials. Elevated asbestos levels can occur in hospitals where old materials are damaged or disturbed. It is best to leave undamaged asbestos material alone if it is not likely to be disturbed. Inhaling asbestos fibers is known to cause mesothelioma and other diseases. Be sure to use an experienced asbestos removal contractor when you need to get rid of old materials that might contain asbestos.