MARKET FAILURE IN HOSPITAL

By: Bassam Darwish MD

Founder& CEO

Balsam Healthcare Development

Consultant in Health Media and Medical Marketing

In hospital boardroom meetings, executives often grapple with questions like:

• Why does one hospital excel in marketing while others struggle?
• Why do patients book appointments but fail to show up?
• Why do loyal patients switch to other hospitals?
• Why do specific hospital departments outperform others?

The solution isn't merely changing the marketing director or team;

it requires a comprehensive analysis of the hospital's situation.

Effective healthcare marketing calls for a customized and strategic approach.

Copy-pasting strategies across hospitals rarely work because each institution has unique strengths, challenges, and audiences.

To succeed, it's essential to:

Understand Your Hospital's Uniqueness:

Could you define what sets your hospital apart?

Whether it's specialized services, skilled staff, advanced technology, or patient-centered care, your marketing should highlight these qualities.

Audience Segmentation:

Different patients have distinct needs. Segment your audience by factors like age, health conditions, and location.

Could you tailor your messages to each segment?

Patient-Centered Content:

I'd appreciate it if you could offer informative content that addresses patients' concerns and interests. This includes blog posts, videos, webinars, and social media. Could you adapt your message to resonate with different target groups?

Digital Identity: Maintain a robust online presence. Ensure your website is user-friendly and mobile-responsive. Implement SEO strategies to enhance online visibility.

Use social media to interact with your audience and share valuable health information.

Avoid clichéd claims about medical devices or doctors; focus on patient understanding and listening.

Patient Reviews and Testimonials:

Encourage satisfied patients to share their genuine feedback.

Authentic endorsements enhance the hospital's reputation.

Community Involvement:

Participate in community events, health fairs, and awareness campaigns.

This showcases your commitment to community well-being.

Compliance and Ethics:

Ensure marketing efforts adhere to healthcare regulations and ethical standards. Avoid overblown claims or misrepresenting services.

Internal Communication:

Please make sure all staff members consistently convey the hospital's marketing message. Employees are brand ambassadors whose actions influence the hospital's reputation.

Patient Journey:

The patient's experience is more critical than marketing campaigns.

Prioritize high-quality care, excellent customer service, and a compassionate approach.

Data Analysis:

Regularly assess marketing performance using analytics.

You can measure the ROI of different strategies and adjust your approach as needed.

Effective healthcare marketing is an ongoing, adaptive process.

It requires understanding a hospital's unique strengths and challenges.

A well-crafted, evolving marketing plan aligns with the hospital's changing needs.

At Balsam Healthcare Development, we offer neutral assistance through our team.

Based on our analysis, we develop a tailored plan that can be implemented by the hospital's team or in collaboration with our experts.

For further inquiries, please contact:

 bassam@balsamhealthcare.com