This blog post contains 50 questions that will help you determine your market positioning. We use these questions in what we call a positioning workshop that we conduct with key leadership team members. With the answers, we develop a report that guides marketing communications decision making for future corporate communications materials.
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Healthcare marketing planning: the three starting points
The choice of target market, probably the most important decision facing a healthcare marketer, is based on recognising the differences among consumers and organisations within a heterogenous market. That choice, will also need to considered in the context of who you are competing against. However, selecting a target market must follow an understanding of not only the competitive context. You must first understand the environment for marketing decisions.
Healthcare consultations: Communicating your intent
At the beginning of a healthcare consultation (after the warm-up, of course), it helps to informs our patients of the itinerary and expectations of the day. The tool we use at this stage is the “intent statement”. It’s a great way of reducing the patient’s fears and tensions so that they will open up to us later in the healthcare consultation process, and supply us with the information we need to offer a solution that will address their needs.
Healthcare consultations: The critical first 5 minutes
The first 5 minutes of the ideal healthcare consultation represent our only chance to make a first impression. Reduce the prospect’s tension so they will open up to us. When meeting with new patients for the first time, here are 4 do’s and 4 don’t's to put your patients at ease…
Healthcare consultations: Warming up cool customers
Very few customers, in a health care marketing environments, want to get right down to business. Usually, a customer wants to “buy” the person first, the company second, and the product third. Hence, there’s very little advantage to launching straight into a discussion of either the company or the product/service you offer before the prospective patient is ready to buy you, personally. If they don’t buy you, then whatever you say about the company or the product/service will likely fall on deaf ears.
Healthcare consultations: Good greetings reduce selling resistance
Are they excited, bubbling with anticipation, positive and open-minded? Wherever they come from, they probably have a little apprehension. Could they be anxious, concerned, guilty, or even hostile? Maybe they’re afraid – of the situation, commitment, salespeople, the unknown. In this state, are they ready to make a buying decision?
Commoditisation in private healthcare
The enemy isn’t your bargain basement competitor. The enemy is price competition. But because you chosen the wrong target, you’ve performed a principal role in what we perceive to be a marketing tragedy. We could write a book with this tragedy at the centre, and it could be called: The commoditisation of professional medical services…
Healthcare consultations: 13 tips to help your staff make great first impressions
Today’s post is one you can forward to your staff or print out and post in your lunch room. We spend about 15 minutes of our consultation skills and teamwork training on this topic alone, so it’s well worth a read And if that weren’t enough… have a look at this puppy…
Healthcare marketing sales processes get your patients on the bus
First, you have to ask yourself, is my healthcare marketing sales process valid? In other words, does it provide an organised method towards achieving the consultation’s objective (usually, a conversion from an initial appointment to a treatment booking)? Second, is it reliable? Is the process repeatable, consistently applied, and operable in the majority of situations?
The white space between the healthcare marketing moments of truth
The white space is the space in between those moments, which arguably carry even more risk. This is the time in which prospects and customers are alone to think, to doubt, to experience anxiety and remorse about their purchase decisions. This is when they start seeking evidence to justify their fear. This is when concerned friends and family are most prone to be overly-protective. This is the white space.
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