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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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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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