Hospitals to Align Marketing Plans with Core Objectives

While hospitals and physicians begin to sort out the implications of the pending legislated health care changes, many business managers in the industry are still dealing with the day to day problems their organizations face.  Health care facilities must address multiple challenges as they try to deliver patient services while achieving their top 3 priorities in 2010: Quality/​patient safety, physician recruitment/​retention and cost reduction.  These organizations will also have to attract new patients and will increase marketing efforts to do so. According to the Health Leaders Media Industry Survey, marketing initiatives will be  "among the top four drivers of growth at their organization in the next five years.”

Health care organization leaders have the following opinion about their current marketing programs:

  • Very strong 10.28%
  • Slightly strong 35.78%
  • Neutral 24.51%
  • Slightly weak 19.04%
  • Very weak 6.15%

The survey also revealed that health care professionals expect rapid growth in specific industry segments in the next 3 to 5 years. These segments include:

  • Geriatrics (selected by 29.2% of respondents)
  • Orthopedics 24.15%
  • Cardiovascular 22.9%
  • Imaging 20.3%
  • Women’s health 18.36%

Look for more hospitals and physician groups to revamp their marketing practices and emphasize strengths  such as geriatrics and orthopedics.

[Source: Betbeze, Philip. Overall Cross-​Sector Survey. Health Leaders Media Industry Survey 2010. Web. 5 Apr 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.