Service line marketing — sometimes it feels like a game of tug-of-war. How do you:
- Differentiate your orthopedic service line from the competitor across town?
- Juggle ad requests from the department head of the eye center?
- Create a campaign that improves your cancer center’s patient experience and shows return on investment?
All of that push and pull may make you want to throw in the towel. Don’t give up. Jumpstart your service line marketing efforts with these game-winning tips.
Get administrators on board. Remember the game “show and tell”? That’s the game you want to play with stakeholders. First, ask them to share their priorities. Show them you understand what’s important to them. Then do your homework. Get healthcare providers and senior management to help you gather consumer data and develop a plan.
Once you have a plan in place, calculate expenses and establish metrics to demonstrate ROI. Show executives how the marketing strategy will increase traffic and guide patients to profitable services lines — ultimately boosting revenue and building brand trust.
Research your market. Monopoly is a game of strategy (and luck), in which one player eventually dominates the other players. Apply Monopoly principles to your marketing plan. Start by studying your demographic and analyzing your competition. Your research results should dictate how to leverage your service line’s strengths and when to take action.
Describe the attributes that make your service line stand out and bring consumer benefits into the spotlight. Patients today are more educated and proactive with their health. They’re interested in the entire package and each step of their healthcare journey. Think of it this way: they’re not buying bariatric surgery; they’re buying a new lease on life. Share these concepts with stakeholders.
Keep up with the future. Service lines change over time. Score major marketing points by anticipating those changes. For instance, pricing and retail product offerings may play more important roles in future marketing efforts. Collaborating with competitors may become essential. Thinking ahead and taking initiative make for a great offensive game.
Those are just a few ideas to get you started. Next week we’ll share specific approaches to service line marketing. Until then, contact us if you have questions or want to discuss more ways to get stakeholders on the same side as your marketing team.