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Developing Strategy
We should make no major changes without first consulting our heavy users. New strategies should be tested through limited implementation before full implementation. Find out what our customers really want then do it!
Internet
Baby Boomers use computers more and do more of their own health care research. 27% Ages 55-64 17% Age 65+
Marketing or Operations?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Awareness Knowledge Perception Contract Access Location Preference Choice Usage Satisfaction Advocacy
Marketing Operations
Market-Based Planning
Probably the most dangerous marketing judgment we can make is to presume we know what the marketplace wants without actually testing those perceptions. A market-based orientation requires health professionals to accept the fact that the marketplace should have an impact on decision making. Organizations that consider themselves knowledgeable about their customers are often surprised when they find out what their customers really want.
Marketing is
1. The process of listening to consumers and the marketplace. 2. The philosophy of organizing to satisfy needs of a group or groups of consumers. 3. The satisfaction of these needs in a profitable fashion.
Send a package of follow-up materials to the doctor so that he or she can give them to the patient at the next visit or send it on to the patient.
Differentiation
When a segment of the health care industry and an organization are both in a stage of growth, the major need of the organization is for differentiation from its competitors. The role of the sales force often becomes more important at this stage. Their key goal is to control the channels of distribution/referrals. The most common way for health care services to achieve differentiation is through distribution.
Distribution
In order to distinguish its offering from that of competitors, an organization should consider:
1. Hours/days of availability 2. Number of locations 3. Accessibility/convenience
The best form of differentiation may be to have a number of sites with one brand name throughout the community.
Individuals or Organizations?
In our society, there is a stronger initial belief in organizations than in individuals. Patients often ask for a specific physician within a small group but do not do the same when they go to a larger facility, such as the Cleveland Clinic.
Sales
Personal selling is a promotional technique that most hospitals and clinics still do not use to its full potential. In fact, most health care organizations have underestimated the effectiveness of a sales force. The more technical or complicated the service, the more valuable a sales staff. The final role for salespeople is to monitor the satisfaction of users.