Patient Development as a Marketing Strategy

By Stewart Gandolf
Chief Executive Officer

We spoke with Kim Reynolds, Vice President, Marketing Services at LifePoint Hospitals at SHSMD Connections 2012 about her talk today, “Patient Development as a Marketing Strategy.” (Chis Fenoglio, who is on her web team joined her.) Kim’s challenge has been to tie marketing programs from over 23  rural hospitals into a comprehensive program that gets results. Some of the take aways from her speech include:

1. Patients ARE customers, not just patients.

2. Based upon a show of hands, few hospitals offer online appointment setting, have a strong Internet strategy or enjoy a strategy based upon all the data they already enjoy.

3. A sophisticated marketing approach will have to first overcome some challenges. Not surprisingly (to us) for example, she used an anecdote during her speech about how staff totally dropping the ball regarding inquiries to advertising.

The attached brief interview shares some of her insights.

While it is too late for you to attend SHSMD, you can register for virtual rebroadcasts through the association.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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