The challenges of hospital marketing can appear unwieldy and complex because…well, sometimes they are unwieldy and complex.
You have multiple audiences to address, professional and patient needs to consider, worthy objectives competing for scarce resources…and a million other goals, expectations and nuances.
But to simplify, take a page from the retail world. A method that helps de-tangle (and de-mystify) the big picture begins with a map of the consumer (or patient) journey. Typically, an individual buyer will move through about five stages from prospect to repeat customer.
With some relatively small allowances—mainly in different labels—the classic retail model of “customer” purchase trail applies in healthcare to the patient journey. Frame the process and map the patient touchpoints along this consumer outline:
Mapping the customer journey along these essential elements provides an insight to the ways and means of effectively reaching the individual at vital touchpoints, and delivering the appropriate marketing message.
For more on this topic, see: The Marketing Link Between Word of Mouth and Your Front Door, and Online Patient Reviews: Power, Influence and Muscle to Grow Even Bigger.
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