Insights: Healthcare Marketing

In this article just out from the American Marketing Association, Andrea Eliscu shares her thoughts about how customer service should be at the foundation of any medical marketing plan, especially in the age of social media: https://www.ama.org/publications/enewsletters/mhsnewsletter/pages/poor-customer-service-bad-medical-marketing.aspx

When a health or medical topic in your field of specialty starts dominating headlines and airwaves, do you see that as an opportunity to lead? You should. In today’s digital world, you have more power than ever before to be a spokesperson — to inform, to provide insight, to share the facts, and to counter the myths and misinformation. Your patients look to you as a trusted advisor. Why not become one for your entire community? Write a blog. Share a post on your social media. Serve as a resource for local reporters. Position yourself as a leader and watch your practice strengthen and grow!

Medical Marketing Inc. President Andrea Eliscu shares ideas on how medical practices can build strong referral networks in this Business News Daily article out today:
http://www.businessnewsdaily.com/9008-build-medical-practice-referral-network.html.

In recent years, the week of Valentine’s Day has become known as Random Act of Kindness Week. I love the idea, but why limit it to a week? Why not do it sporadically throughout the year? And why not try it out at work? As healthcare professionals, we are increasingly evaluated based on the patient experience and the service we provide. Why not go the extra mile from time to time? It will probably brighten your day, too. 

Here are a few ideas:

You are a great doctor. You are highly trained in your specialty at some of the finest medical institutions in the country. You are compassionate and listen. You educate and involve your patients in their care plans. Your patients love you.

But do they love your office?

We all know efficiency is the name of the game these days so we make our forms available on our Web sites and instruct patients to come to their appointments 15 minutes early to ensure all the t’s are crossed and the i’s dotted. 

But, did you do your homework? 

Did you review the chart? Did you make sure all necessary test results and lab reports are in order to go over with the patient? 

I called a doctor's office the other day to make an appointment. Something was wrong with their phone system, and it looped me through to their billing department not once but twice. After the second time, the billing representative on the other end of the line apologized profusely and stepped in to solve the problem. She took down my name, number and reason for calling, and said she would personally walk over to the appointment desk and make sure someone called me right back. Sure enough, within 10 minutes my phone rang, and a scheduler from that office also apologized and set up my appointment.

Was I frustrated when I initially couldn’t get through?   Yes.

Was I even more frustrated when it looped to the billing dept. the second time?  Of course.

Office holiday gifts. They have become so commonplace. Are they even noticed?  Just how many specialty cookies, chocolates, popcorn tins or wine gift baskets does one office need?

Why not do something different? 

“It just doesn’t speak to me.”

“It’s too feminine.”

“I don’t get it.”

Sometimes that means back to the drawing board, but sometimes this is perfectly fine. 

Who are you trying to reach? 

If you are in healthcare, more often than not, it is the female head of household who is the healthcare decision-maker for her family. So if you are a male practice administrator or physician and the latest draft of your new marketing piece doesn’t resonate with you, that may be OK as long as your target audience reacts and responds favorably. Gather a focus group — formal or informal — and test it out. You not “getting it” may actually be exactly what your practice needs.

Electronic health records are designed to not only enhance and streamline patient care but also communication across providers. Many of these systems offer a function that allows physicians to drop an electronic message to another provider. So who needs to do handwritten notes anymore? 

You do. 

While these electronic communications are great, they are already on their way to becoming “expected.” The timeless beauty of a brief handwritten note card is that it surprises the receiver. It is “unexpected” and personal. Part of the delight comes not only in the surprise, but also in knowing someone cared enough to take the time to jot a note and sign their name.