MARKETING STRATEGIES FOR PEDIATRIC HOSPITALS

INTRODUCTION:

Are you planning to start a child care hospital or invest in one? Looking for information about the different ways you can pump up your pediatric practice? In this article Hospaccx Healthcare

Consultancy has jotted down some key points which will in understanding some of the key tools for

marketing in the Pediatrics department of a hospital which will help achieve the necessary boost to the practice along with the provision of excellent Healthcare facilities.

WHAT IS PEDIATRIC HEALTH CARE AND WHY IS IT IMPORTANT?

According to the American Academy of Pediatrics, children under the age of 21 are deemed suitable

to attain pediatric care. However, they are further divided into neonates, infants, adolescents etc. The early years of a children are not just a period if great opportunity and growth but it also makes them vulnerable to various diseases and conditions. With the help of early intervention, the pediatricians can not only reduce the disease prevalence but provide the tiny humans a better quality of life and a chance at a brighter future. It is extremely essential to provide the children a suitable and healthy environment for them to grow and prosper.

MARKETING PEDIATRIC HOSPITALS — NEED OF THE HOUR

Selecting a pediatric practice is one of the most crucial decision a parent makes in their child’s life. High quality healthcare and a children friendly environment is a must. Thus, the market strategies mentioned below can help these families to the pediatric practice and become loyal patients.

A. OFFLINE MARKETING TECHNIQUES-

1. CONTENT WRITING AND PUBLICATIONS:

Also called as Content marketing, it can be both physicians focused as well as patient focused. Write articles on trending topics which can be published in medical journals. An addition can be done to this by highlighting pioneering programmes and additional procedures. Also, presentation of various patient stories can prove to be a value addition for the readers giving it a personal touch. As rightfully said, don’t shy away from the tough as the patient’s families must understand that they are not going through it alone.

2. SOCIAL CAMPAIGNING:

Through organising various programmes on vaccination, health check-up for children or even blood donation for adults, the hospital can market its pediatric department by handing out informative brochures and future campaigns. This gives the parent a name to remember their child’s next vaccine or even when their child is injured or diseased.

3. SPONSORING COMMUNITY EVENTS:

If finances allow take charge and sponsor an event. It can be a marathon or even a non- profit fundraiser. Being the host can give the sponsor an opportunity to hand out merchandise, pamphlets or brochures. This can be an excellent opportunity to establish the department’s presence amongst the masses.

4. SPEAKING ENGAGEMENTS:

In person speaking engagements gives the hospital and its representatives an incredible opportunity to put their points through in front of an attentive and interested audience. Through this a strong image and credibility can be built established.

5. NETWORKING:

Participation of doctors and other medical professionals in medical seminars and conferences is one of the best ways to network. Moreover, joining local chapters of associations and organizations where target audience is likely to be found is another way to pave a way for more opportunities. Face to face connections are still deemed valuable.

6. LOYALTY/ REFERRAL PROGRAMS:

Patient referral programs are very popular in private practices. However, inclusion of loyalty programs in a hospital can prove to be a tremendously useful tool not just to retain existing patients but to attract new ones. Handing in business referral coupons is the way to go.

B. ONLINE MARKETING TECHNIQUES-

Through digital marketing, a vast number of audiences can be reached globally in the most cost effective and time saving manner. In this way the ever-changing medicines can be always kept up through constant updates and upgradations

1. SOCIAL MEDIA NETWORKING:

There are nearly 2 million people who are active on Facebook every month globally. A professional hospital page on Facebook or twitter can give you the opportunity to post important content to share with the patient family audience. Also posting simple content like seasonal health tips, nutrition and diet related information for kids is sufficient to keep the hospital’s name in mind. However, information must be posted in a timely manner and relevance is the key.

2. CREATE A WEBSITE:

Millennial parents search for information online. Creating a customized website ensures the online presence of the hospital. It is an extremely efficient way for patient families and future patient families to refer to the information or get in touch. The website can also be used to provide useful information through blogs and articles. Make it engaging and user friendly as the website tends to create the first impression of your pediatric practice.

3. EMAIL NEWSLETTER:

Go paperless, go digital! To create a top of the approach, hospitals can acquire permission from patient families and send them links non clinical information, updated blogs and future campaigns.

4. PAY PER CLICK ADS:

A well-crafted pay per click ad is one of the best ways to target only the genuinely interested patient families. Paid searches are known to bring in more qualified pediatric leads for the hospital. Hence investing in paid ads are sure to get you returns.

5. REPUTATION MANAGEMENT:

In today’s date, reviews and ratings are the new word of mouth. Registering the hospital on online applications, Google gives the patient to review the physician and hospital services. While it may have its perils, it’s still a good way to bring the hospital on the radar.

6. IMPROVING SEO:

Search engine optimisation includes steps you can take to determine how high you will rank in an online search. It can be done through small additions like mentioning the address, updating blogs and articles or even offering on a guest's site and offer to do a guest blog or video interviews. Engaging with SEO specialists can also help in getting guidance in this process.

CONCLUSION:

The changing landscape of health care reforms makes it essential for the market strategies to change accordingly. Patients now play a very active role in making their health care choices which makes the hospitals and other health care facilities responsible to provide them the best possible information to make those choices. Marketing today is not just a part of an advertisement tool but a way to communicate with the patients on a digital or virtual platform. Thus, by adopting these marketing tools one can have the best of both worlds- compassionate clinical practice and a savvy entrepreneurship.

SOURCE : HOSPACCX HEALTHCARE