Marketing on a shoestring

Marketing includes the many steps taken to sell a product or service from its conception to its purchase or use. In healthcare, three cost-effective audiences to target are referring physicians and their staffs, local HMOs and PPOs, facility employees and patients. The potential users of such services--your target audience--should be made aware of new offerings such as the addition of special procedures, a new piece of equipment, or perhaps a new physician with special capabilities. To ensure a productive effort, a marketing attempt must follow two cardinal rules: first, the product or service offered must be of high quality and, second, the marketing effort must be carried out consistently. An effective marketing campaign should create an impression within the community about the facility by emphasizing those aspects of the department or facility that make it unique. Are its hours of operation adequate? Do its personnel project a professional attitude and demeanor? Does it have a specialty that makes it unique within the healthcare community? The most powerful marketing tool of all is word of mouth, which is based on the judgments clients make after visiting the facility-department or facility employees smile and greet visitors, they are polite and helpful on the telephone, their attitudes are professional, and so forth. Such impressions are worth millions in goodwill and can be used as a marketing tool. Last, an actual case study from my hospital explains how we determined the need for and marketed an open MRI system.