Transcript FLEX-Marketing-Month-One

Hospital Marketing Strategy Series
Course One: A Marketing
Roadmap
JENNIE PRICE, DIRECTOR OF BUSINESS DEVELOPMENT
HOMETOWN HEALTH, LLC
A Marketing Roadmap: Objectives
1. Discuss the challenges facing rural hospitals in
marketing
2. Discuss the Steps to Creating Your Hospital’s
Strategic Plan
3. Learn important areas of hospital advertising
liability, and tips on avoiding legal issues
What is Marketing?
“The codfish lays ten thousand eggs,
The homely hen lays one.
The codfish never cackles
To tell you what she’s done.
And so we scorn the codfish
While the humble hen we prize,
Which only goes to show you
That it pays to advertise.”
- Anonymous
What is Marketing?
Marketing: the process of planning and executing
the conception, pricing, promotion, and distribution
of ideas, goods, & services to create exchanges
that satisfy individual and organizational objectives.
- American Marketing Association
“Marketing is the sum total of all impressions.”
Developing a Marketing Roadmap
Preparing to go on a journey of identifying the
healthcare needs of our community and then
meeting them.
Developing a Marketing Roadmap
Developing a Marketing Roadmap
Steps to Creating Your Hospital’s Strategic Plan
1. Know Where you Are: Market Position
2. Know Where you Want to Be: Vision
3. Determine the Best Route: Marketing Objectives
4. Determine Who’s Riding in the Car: Stakeholders
5. “Ready to Navigate:” Action Items
6. Know What to Avoid
Step One: Know Where You Are
Understand Your Hospital’s Market Position
Community Information
• Community Health Needs
Assessment
• Market Share Information
(AHD)
• Competition
Hospital Information
• SWOT Analysis (Strengths,
Weaknesses, Opportunities,
Threats)
• HCAHPS Scores/ Surveys
• Social Media
Step Two: Know Where Your Want to Be
Determine Your Vision for the Hospital’s Future
A mission is the present state or
purpose of your organization;
A vision statement is about the
future--- it’s a mental picture of
what you want to achieve over
time.
• What do you want
people/hospital leaders to
know about your hospital?
• Where do we want to be a year
from now?
Step Three: Determine the Best Route
Set Your Marketing Objectives
Marketing Objectives: the group of goals
set when promoting your products or
services to potential consumers that
should be achieved within a given time
frame.
At the end of this year, if our hospital has
become what we envisioned it being,
what will we have accomplished?
Step Three: Determine the Best Route
Set Your Marketing Objectives
Sample Growth Strategies To Consider
- Market Penetration:
Increasing the sale of present products and services in present markets
- Market Development:
Initiating sales of existing products and services in new markets
- Product Development:
Providing new products to existing markets
- Diversification:
Developing new products or services for new markets
- Strategic Alliances:
Partnering with another resources to enter a new market
- Divestment/ Pruning
Selling off a business or product line/ reducing the products/services it offers
Step Four: Who’s Riding in your Car?
Consider Your Stakeholders & Communication Plan
- Current / former patients
- Potential patients
- Government
- Board
- Auxiliary
- Providers
- Health care Suppliers
- Community at large – associations, clubs,
organizations, other businesses
Step Four: Who’s Riding in your Car?
Consider Your Stakeholders & Communication Plan
How are you going to communicate the message?
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Publications
Direct Mail
Press Releases to Local & State Media, Trade Associations
Advertising
Listings in Trade Directories and Internet Listings
Web Site Strategy
Local Events - Exhibits
Telemarketing
Specialty Promotional Items
Step Five: “Ready to Navigate!”
Putting a Plan Into Place:
Develop Action Items, Timelines and Budgets
Marketing Objective: the business
goal (what you would like to achieve)
Action Plan: the strategies that can be
implemented to reach that goal.
• Break down into small, achievable
steps and then identify the actions
you need to take for each step.
Step Six: Know What to Avoid
Liability & Risk in Marketing
Federal Laws
- Prohibits advertisers from
competing unfairly by
confusing the public as to the
source of a product or by
stealing a competitor’s ideas or
work
- Prohibits false or misleading
advertising
State Laws
Legal Action by Patients
Step Six: Know What to Avoid
Managing Advertising Risk
• Become familiar with professional standards related to healthcare
marketing and advertising practices: AHA issued an advisory, and the
America Marketing also has standards
• Ensure that risk manager/compliance is involved when planning initiatives
as a resource, and ensure there is a system in place for early review by
legal and risk management to identify potential issues
• Avoid statements about success rates or specific outcomes of treatments
• Pay attention to campaigns that may create the appearance of an agency
relationship with independent contractors (ER docs, anesthesiologists) who
a patient does not specifically select. Make sure nature of relationships are
spelled out, and signs are posted to reinforce this message, and language
is in consent for treatment forms
• If using the name of a specific physician or provider in ad, assume the
hospital will be held vicariously liable for their acts, and plan accordingly.
• Avoid any representations about the high quality of providers associated
with the hospital, and ensure all are properly credentialed and insured.
Step Six: Know What to Avoid
Managing Advertising Risk: Physicians
AVOID:
• Ambiguous reference to medical staff members as “our doctors”
• Providing lab coats for ER physicians with both the physicians name
and hospitals name monogrammed on the front
• Physician ad or marketing that overemphasized hospital affiliation
• Claims that the hospital is a “full-service” organization, having
qualified staff in every specialty area
• Hospital-based physician referral programs that do not clarify the
independence of participating medical staff members
• Claims made by a hospital that if offers “high-quality medical care”
that may lead a patient to select that hospital and its physicians
Step Six: Know What to Avoid
Managing Advertising Risk: Messages
• Regularly review Factual Messages: Even if objective and verifiable,
some facts about a hospital can change over time – i.e. religious affiliation,
the cost of services, hours, appointment procedures, accessibility by public
transportation – make sure to review these periodically
• Make sure Opinion Messages are substantiated: Especially those that
are comparative or superlative: “best care,” “the latest technology,” – these
must be substantiated by an outside group or a certification/designation
• Ensure Expert Endorsements are substantiated: for example, “tests
prove,” “doctors recommend,” and “studies show” need to have the test,
recommendations and studies to back up the claims
• Consumer Testimonials should be representative of what consumers
should generally expect.
Step Six: Know What to Avoid
Language that Should Be Avoided in Advertising
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“The best”
“A world class facility” or “world-class care”
“First-class staff”
“Number one”
“Extraordinary”
“Individualized care… expert staff”
“Premier care”
“Your best call in an emergency”
The latest technology”
“Outstanding services and programs”
“High technology and high compassion”
“The best care comes from the heart” (from an ad for Sacred Heart Hospital
“Convenient, reasonable priced”
“The genius of healthcare” (from an ad for Albert Einstein Hospital)
“Make our medical staff yours”
Review of Objectives
1. Discuss the challenges facing rural hospitals
in marketing
2. Discuss the Steps to Creating Your Hospital’s
Strategic Plan
3. Learn important areas of hospital advertising
liability, and tips on avoiding legal issues
Next Time
• Marketing and Competitors
• Social Media
• Wellness and Community Outreach Ideas
for January & February