Caring about patients is key to driving profitable patient volume.
Caring, not selling
Consumers are immune to our obnoxious and ambiguous marketing claims to be “world-class,” “nationally-recognized,” “rated number one” and “second-to-none.”
Good marketing starts out with a knowledge of the target. Great marketing then uses that knowledge to connect emotionally with the target. So in heathcare marketing, that means if you want to drive high-contribution patient volume, you must start out by knowing something about the emotional experience of your targeted consumers.
This is just something you should know… patients feel desperate about money.
You should also know that patients can raise money for their care online.
Transplants, chronic disease, children in need, even fertility. There are ways to get a patient’s friends and immediate community (like church, work, classmates and neighbors) involved in their health.
Via the New York Times , one example is a website called IndieGoGo . This site is a way for those in desperate need to communicate to the world. And sometimes, the world responds with financial help.
You, as a marketer do not have to be a fundraiser, but it is good business for a healthcare marketer to serve as a compassionate resource to the community at hand.
Ask yourself (and determine be honest), do you understand what your patients are feeling? And if so, how does that change the way you market to them?