Are you
tired of all of the articles about marketing in a recession? I know I
am. Yes, we all know the story. People are scared so they are delaying
elective surgery and trying to save out of pocket costs. So hospitals
suffer in the near term. Likewise for health related organizations like
continuing care communities and assisted living facilities, people are
looking for care alternatives that will delay their need and save them
money.
So do you
stop marketing? Of course not. Do you market in a different way? Yes.
While the
word “buy” has a different connotation in health care, it still fits the
situation. Just because people are not buying health care now doesn’t
mean they won’t. Health care has always been a delayed purchase. So
during the delay is the perfect time to build relationships and build what
marketers call tipping points for choice. So how do you do that? Well
one thing is certain - you do not focus on YOU but THEM.
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Use Data to Provide Value
Health care sits on a wealth of data. Health care marketers
unfortunately do not or choose not to collect it. It is not just about
asking people about their health issues. It’s about finding out about
people’s interests over time. Harvey MacKay has something called the
MacKay 66, 66 questions his sales staff uses to find out more about
their prospects all in the goal of forming relationships. Relationships
lead to sales.
One of the obvious interests that is not health related that people will
tell you is their concern over money, about being able to retire, etc.
So be smart. Sponsor and host smart money lectures at your facility.
Provide value where it is needed even if it is not directly and
currently related to your product or service.
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Bring Communities of People
Together
Harley and its road rally. Saturn and their picnics. What do they
accomplish? They bring communities of people together and then that has
a positive halo effect on their respective brands. Adopt causes
strategically and bring people together around them. Offer your space
for town hall meetings, job fairs, anything that shows you understand
their priority. Connect people and move out of the way. Reap the
benefits later.
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Educate
Everyone is hot for health care jobs. Why not feed your own pipeline by
educating people about the real needs in health care facilities. Give
them a primer so that they can then go choose the right option for their
re-tooled career.
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Cede Influencers with Key
Information
Now is the time to plan and refocus. How is your institution becoming a
voice for health care reform? How do you demonstrate that in your daily
operations? How are you preparing for the future? What green
initiatives are you pursuing? In short, what important works are you
doing that will provide future value? Tell people about it. But not
everyone. At least not right away. Cede influential people the
information first and let them buzz about it. Their word of mouth is
far more valuable then any press release or advertisement you issue.
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The Experience
You are not out of business or going out of business. Yes it may be
slow but you still have “customers.” And how they experience the health
care system will affect your brand and market share. Now is the time to
examine and refine the health care experience so that it matches the
clinical expertise you tout in your marketing.
Yes, it is
not rocket science this marketing stuff. But it does require some
discipline and it requires leaving your ego at the door. Marketing is
more than advertising yet for many health care institutions advertising is
all they got. It is tangible. It feels good. It supposedly shows they
are doing something. But in the end, it is all the intangibles that add
up to solid marketing. It starts with the data and ends with the
experience.
