Health Care Marketing

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Healthcare Marketing • I. Assess the true needs and wants of the • patient/client. (external factors). • 2. Analyze the strengths and weaknesses of the organization to meet the needs of the customer (internal factors). • 3. A needs assessment should be done first, before providing a service, planning a new facility, to determine: • a. Where is the market? (consumer). • b. Does a need for the service exist? (environment). • c. Who is the competitor? • 4. Needs assessment can be completed by: • a. In-depth analysis of the marketplace, including demographic and epidemiological data. • b. Reviewing the literature. • c. Surveying colleagues. • 5. Marketing methods may include: • a. Brochures, new letters, educational pamphlets , newspaper article , internet, telemarketing, and so on. • b. Guest appearances on television, radio or at • local organizations. • c. Professional referral. • d. Word of mouth. • e. Yellow pages advertising. • f. Direct marketing to managed care groups, e.g., • sport injuries, low back pain, 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