Gaining The Edge in Your Healthcare Marketing

GAINING THE EDGE IN HEALTHCARE MARKETING
The Advantage of Accessibility and Flexibility

All the marketing talent in the world won’t do you any good if you don’t incorporate two words – accessibility and flexibility. Let’s face it, healthcare marketers and administrators don’t have nine-to-five jobs and the competition keeps growing every year. Find out how these two words can make the difference between good and great!

Healthcare is a unique service business. We can’t entice people through sale promotions (e.g., Get sick now and SAVE$$$) but we do try (e.g., Assisted Living Move in SPECIAL - $1000 Off Your First Month!).

The reality is that nobody even knows we exist until a situation occurs such as a loved-one who falls and breaks a hip. And when this happens, the family needs the information practically two months earlier in order to make a sound and educated decision.

In our past newsletters, we’ve always pushed the advantage of any marketer that becomes an information resource in their field – now let’s talk about getting that information to your prospect according to their schedule!

Accessibility

If you are out there building relationships with referral sources, it should be clear to you what works – GREAT SERVICE. A major part of this in any business is speed and availability.

There is an unspoken law in sales and business that says if you don’t return a phone call in fifteen minutes or less, you’ve lost that referral or client to the competitor that did return the call.

Referral sources and families have far too much on their plates to wait for call-backs, returned emails, searching for missing paperwork or faxes. When we’re dealing directly with a family-in-crisis, many times, they are in need of solutions to an unplanned situation regarding a loved one.

Accessibility is the key – two words to live by, “Be There!” Technology has evolved to the point that we no longer have excuses for lack of timely communication. If you have a cell phone for business – use it, and if you don’t have a cell phone, check your office voice mail often.

Flexibility

To believe that you will only accept new residents or patients Monday through Friday from 9:00AM to 5:00PM is a huge mistake. Discharges and admissions are often based on the insurance company ending or extending coverage, whether at a hospital, skilled facility or a rehabilitation center.

If you want to grow your census or build your clientele, you need to be flexible when it comes to accepting and processing new patients and residents.

In most cases, the family member responsible for gathering information for placement or health services works during the day. He or she may only be available on weekends or in the evening. Are you able to be that flexible? The person who meets these expectations will rise to the top in their field.

Flexibility is the answer to going above and beyond in this business. Accessibility will make sure that you get the opportunity to be flexible for new business. If you want to be the best, incorporate both accessibility and flexibility into your method of marketing and gain the edge over the competition.