Healthcare organizations are not exempt from the financial problems and woes facing other corporations today; they too must “adapt or die”. Whether large or small, healthcare organizations must constantly seek and implement business and marketing strategies to retain customers (patients) and to attract new ones.
When it comes to healthcare, patients (customers) are demanding quality care that is affordable, offers easy access to primary and specialty care, in close proximity to their home or place of employment and good customer service.
Patients that are unhappy with their healthcare plans or providers are walking with their feet - right next door to the competition.
The questions most healthcare organizations are asking is, how do we market our unique brand? What services are new patients looking for that we offer? What services don’t we offer that the competition is offering; how can we tap into those services? How can we attract new patients and keep our current patients happy? To attract new patients and keep current patients happy, healthcare organizations must do the following:
- Utilize the Internet - The invention and the power of the Internet have made marketing an essential for healthcare organizations. With one click patients can access a plethora of healthcare organizations and health-related information. If patients can find you, you can find them. Maintain a customer-friendly, up-to-date website.
- Conduct a thorough market analysis – how many patients are in the vicinity of your practice or healthcare organization? Know where to expand to meet your customer/patient demands.
- Know who your competitors are. What services do they offer now and what services will they offer in the future? What services do they offer that we don’t offer? Form a partnership or contract with other providers to redirect or refer patients to you.
- Offer low-monthly payment options, accept all major credit cards and offer a financial hardship program or extended payment plan (6–12 months).
- Accept all major insurance plans, to include, MEDICARE, MEDICAID and TRICARE. Do all billing and claims processing – take the hassle and frustration out of the patient visits. Insurance forms and claims can be complicated for elderly patients or young moms trying to balance two young ones on her arm.
- Provide exceptional customer service. You can’t afford to have a bad day or be rude to a patient.
- Make a list of the services you provide and then list them on the Internet to attract patients needing the services.
The demand for increasing revenue is driving competition within healthcare organizations; as a result, this increases the demand for stronger partnerships and contracts to build a network or system of care where providers can refer or redirect patients to ensure patients are receiving continuity of care. A happy patient comes back and sometimes bring a friend.
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