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Health care services marketing i ...

Posted Oct 30 2008 3:25pm

Health care services marketing is beginning to respond the to the needs of the patient. Marketers in Minnesota are moving away from traditional advertising to a model trumpeting convenience and personalized care, the Minneapolis Star Tribune reports.


It could be the early stages of competition on quality of service. Not quality that we in health care are finding it difficult to define. Quality perceived by the consumer. Things like: can I get an appointment when I need one? Are providers responsive to my needs? Do I receive information in a timely manner? etc.

Mark Hansberry of Fairview says:

People “are becoming much more savvy and more informed about their health-care decisionmaking,” he said. “They want to have health care on their terms, whether it’s evening appointments or same-day test results.”

Service matters. The take away for the rest of us:

All three clinics said their market research had shown patients are becoming more demanding as they take on a bigger share of the medical bill.

Good to hear they are listening to patients (and their dollars). However, this might be a stretch:

The latest HealthPartners campaign, launched last month, includes life-sized mascots Petey the Pee Cup and Pokey the Syringe and promotes an updated patient services website.

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