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Introduction

It seems that everyone has ideas on how to market a product. "Cut the price!"...Not very imaginative!

Marketing in this section implies more than just selling the product but also "education." Education is based on the ability to "sell" the product or services to the client, employees, or external entities.

Healthcare Marketing is the determination of some of the following:

• How does your target market communicate (what papers do they read, TV they watch, or radio stations they listen to)
• Who do they listen to (the latest talk show host, golfing buddies, bar friends, at work friends)
• Age/Gender/Economic status/Social status/Education/Profession/Address/

What are the costs and the potential return rate?

The InHCc System collects marketing data to both promote services and to profile clients. The InHCc System collects marketing information both from the new client and a sampling of discharged clients. Client profiling increases the ability to give better health care at a lower cost by promoting public health programs, the marketing of wellness and prevention programs, and to facilitate patient education.

Pricing of Products and Services

Target Markets can be Identified. Health promotion has become the theme for national health development. Targeting at-risk groups is becoming more accepted as one of the most significant aspects of managerial efficiency.

The InHCc System collects large quantities of data, at the point of care, from new clients, and from the community.

The InHCc System collects marketing data to both promote services and to profile clients. Client profiling increases the ability to give better health care at a lower cost by promoting public health programs, the marketing of wellness and prevention programs, and to facilitate patient education.

Analysis Services and Data Mining tools can be used to classify selected groups. By defining these target groups, health care services may be defined such that these groups receive specified services and benefits.  

Use business intelligence to analyze the success of marketing efforts. Advanced analytics allow healthcare organizations to determine the most cost-effective marketing techniques by tracking marketing costs against the "lift" in sales and profits and/or the increased  compliance of at risk individuals.

Examples are:

Whereas in the past, mass communication campaigns were undertaken to reduce tobacco use, sedentary lifestyles and to promote healthy eating habits, it is now possible to target only those groups that need and respond to a specific type of campaign. This increases their effectiveness and at a reduced cost of implementation. 

• Households with a higher than normal use of services
• Newly married couples ( a baby is on its way!)
• Employment status (the unemployed)
• Newly arrived into the area (few means of support, increase stress levels)
• At risk patients (generic, life style, economic and social conditions.

Patient satisfaction

while in general, I am not one that thinks the patient should be "satisfied" with the services (the seeking for El Dorado syndrome), patient satisfaction is important when it comes to their being compliant with their treatment. If the patient is not satisfied and/or they do not believe in their treatment...they will not do it.  This is the real benefit in the "Satisfied Patient."

• Able to provide to the individual the right education, at the right time, in the right format. 

Employee satisfaction

Employee satisfaction while normal is not considered marketing...then what is it? Being able to "sell" the organization to the employee is what it is all about.

• Making use of Employee surveys to improve the working environment.

Healthcare Professionals

Most, if not all, healthcare organizations clients are based on Referrals (peer to peer, or professional to individual)

• Improvement in the Referral services

Marketing External

• Ability to profile and target products and services produces a higher success rate at lower costs.

Links

• Institute for Health Care Marketing

There are many many links to companies marketing healthcare services.

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