6 Strategies to Engage Physicians in Hospital Marketing

Hospitals should involve physicians in their marketing strategies to build the brand and increase patient volume, according to a white paper by Smith & Jones.

The white paper, "Navigating the Healthcare Organizational Hierarchy: How to Engage Internal Stakeholders in Your Hospital Marketing Strategy," offers the following six strategies for engaging physicians in hospital marketing efforts:


•    Whenever possible, frame marketing discussions within the context of proven process, best practices, literature and outcomes.
•    Communicate the brand strategy so physicians understand how association with the hospital enhances their reputation and patient attitudes.
•    Explain how the marketing strategy contributes directly and indirectly to their goals by increasing awareness, reputation and patient volumes.
•    Recognize the contributions of individual physicians by promoting them in owned media channels, such as web content or online videos, rather than through costly mass media channels.
•    Try to accommodate physicians' busy schedules when planning interviews and photo shoots; be flexible when they get delayed, and be ready to go when they arrive.
•    Be respectful of physicians' patients — follow HIPAA guidelines, protect their privacy and gain consent before using images or descriptions of their care.

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