With the resurgence of COVID-19 combined with the start of the flu season and colder damper weather, and so much uncertainty, conflicting viewpoints, gaslighting, and outright false facts in society, how is the hospital and health system communicating value?
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| Image by Yogesh More from Pixabay |
Why value and not features, benefits, and awards?
Patients and the community are scared, and there has been a loss of trust exhibited by patients not returning for care at pre-pandemic levels. With so much uncertainty, is it time to move healthcare marketing beyond "all about us" to the value and benefit brought to the patient and community?
Unless you are a new provider in the market, features and services or vague quality and excellence claims may be falling on deaf ears.
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| Image by Tumisu from Pixabay |
It's about value, benefit, price, and convenience on the patient's terms in today's world.
It's about answering the patient's question of trust and benefit of using you.
In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to patients.
Enter Value Marketing
Value marketing makes the case to your patients how you are their partner in solving their medical problem, offering a solution, giving results, and even make them satisfied to whatever extent possible.
Value marketing is about a creative exchange between the patient and the hospital in the marketplace. It is a dynamic transaction that continually changes based on the patient and community needs compared to what the hospital, or physician for that matter, offers.
Change the message from communicating what is done every day to the value and benefit of medical services and the positive impact on health.
Instead of talking about programs and services that everybody else has, talk about the value and benefits of those same programs and services and what they bring to the patient, i.e., outcomes, price, experience, and convenience.
As an alternative to saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest most fantastic high-tech gizmo brings to the patient.
As a substitute to just communicating the Best Hospitals or 100 Top Hospitals awards for care, for example, talk to your patient and community about the value and benefit of that award by putting context around the content.
Stop talking at your audiences, speak to them by providing meaningful content that has context, delivered to them when they want it, on the device and format desired—message patients by offering value-based solutions to their healthcare needs.
It's about answering the patient's question of trust and benefit of using you.
In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to patients.
Enter Value Marketing
Value marketing makes the case to your patients how you are their partner in solving their medical problem, offering a solution, giving results, and even make them satisfied to whatever extent possible.
Value marketing is about a creative exchange between the patient and the hospital in the marketplace. It is a dynamic transaction that continually changes based on the patient and community needs compared to what the hospital, or physician for that matter, offers.
Change the message from communicating what is done every day to the value and benefit of medical services and the positive impact on health.
Instead of talking about programs and services that everybody else has, talk about the value and benefits of those same programs and services and what they bring to the patient, i.e., outcomes, price, experience, and convenience.
As an alternative to saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest most fantastic high-tech gizmo brings to the patient.
As a substitute to just communicating the Best Hospitals or 100 Top Hospitals awards for care, for example, talk to your patient and community about the value and benefit of that award by putting context around the content.
Stop talking at your audiences, speak to them by providing meaningful content that has context, delivered to them when they want it, on the device and format desired—message patients by offering value-based solutions to their healthcare needs.
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| Image by Lisa Caroselli from Pixabay |
The patient desperately wants to trust and return for care. But they need proof it's safe. They need to know the value and benefit for them, not the hospital.
Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Marketing Matters, is read in 52 countries and is listed on the 100 Top Healthcare Marketing Blogs & Websites ranked at No. 3 on the list by Feedspot.com. Michael is a Life Fellow, American College of Healthcare Executives. An expert in healthcare marketing strategy, digital marketing, and social media, Michael is in the top 10 percent of social media experts nationwide and is considered an established influencer. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com. Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, and now TikTok. The opinions expressed are my own.
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