The healthcare business is quite a delicate one. Unlike other industries where everything goes, healthcare is governed by a strict code of conduct. This is most pertinent for hospitals and clinics.
That being said, if you’re planning to start a healthcare business, be it a clinic or hospital, no doubt, you’re in to make a profit. However, you’re marketing tactics must abide by the rules. The good news is that it’s possible to market your business ethically. We’ve listed five credible ways hospitals can improve marketing.
1. Know all the rules and regulations.
Whether you’re opening a public hospital or a private hospital, there are rules. These rules are as subtle as the distance between one hospital and the other. Even your methods of service delivery are scrutinized.
So, it is a good idea to stay abreast with the rules regulations. The best way to do this is to make a direct inquiry with the regulatory authorities, usually the ministry of health. They should provide you with an updated list. With this, you’ll know how to go about your marketing correctly.
2. Appropriately organize your workflow.
Being in the private sector means you have to work harder and smarter. You don’t have the financing from the government, neither do you have its manpower. To achieve targets, you have to monitor workflow accurately. You also need to evaluate the efficiency of your marketing team. In this age of technology, using services offered by a project management platform or marketing workflow management software will certainly come in handy for task management.
A project management software tool helps improve productivity and you can also streamline each marketing campaign which takes the pain out of using spreadsheets that come with constant approvals by team members. This software comes typically ready as a generic version, but some companies offer customized ones to meet your specific needs.
3. Emphasize your niche.
It’s imperative to publicize your strengths. For example, if you run a private facility that carries out gynecology and midwifery services, your social media channels can be the medium in which you educate the public on prenatal care, intrapartum practices, and postnatal care.
You can also share stats on the reasons whether or not people will choose public or private hospitals for childbirth and help break the myths on cesarean delivery. Preferably, recruit a renowned midwife and let her do the talking. With time, your hospital or clinic will be the reference point for such services.
4. Use social media advertising.
Social media offers many professionals leeway to bypass rules. One of the most prevalent rules in orthodox medical practice is the ban on the outright advertising of certain medical drugs and prescriptions. Thanks to social media, hospitals can subtly go about promoting their brand without engaging in any outright marketing activity.
All you need to do is create media that educates the public on common health issues. Try to schedule certain activities on specific days all week and elaborate on the type of hospital you run and your location. At the end of each activity, you can share a questionnaire to get apt feedback.
5. Form reputable partnerships.
As the saying goes, “If you want to go far, walk together.” This old saying emphasizes the need for team collaboration. For sustained growth, you’ll need to form viable partnerships. This is crucial in the healthcare business as it encourages a steady stream of income and helps with publicity. Another great partnership idea is with research institutions. Your facility can also be a study site for medical students.
If your hospital is offering top-class treatments using state-of-the-art technology, you might also be able to get financial incentives from your local government. This way, you’re assured of the requisite publicity. Also, try to partner with insurance firms to ensure you become the referral point for all their health-insured clients.