On paper, implementing a service line campaign doesn’t seem particularly challenging. Simply choose the topic, create the campaign, distribute the materials and watch the patients roll in. Easy-peasy.
Of course, in reality, service line marketing is anything but simple. It comes with endless complexities, decisions, research and more. So before beginning your next service line promotion, take a moment to review what you should and shouldn’t do when planning your campaign:
You should choose your service line carefully.
Aside from simply choosing a service line you believe will be profitable, it’s also smart to think about your service line from the perspective of the content you can build around it. If you have a new physician or piece of technology impacting a particular service line, for instance, that would be a good topic to pursue. Similarly, if there’s a well-known health observance affecting a service line you offer, that may help you create relevant content as well.
You shouldn’t ignore your organization’s current capabilities.
If your organization isn’t equipped to handle a large number of appointments for a particular service line, you probably shouldn’t advertise it. Even the best campaign won’t generate long-term success if your organization can’t follow through and deliver an exceptional experience for the consumers responding to your campaign.
You should research the competition.
Figure out what your competitors offer – and determine what sets your healthcare organization apart. Is your facility in a more convenient location for the consumers you’re targeting? Do you offer a more robust department with greater expertise? Or maybe you have the capacity to accept appointments sooner than your competitors? Capitalize on whatever it is that differentiates you from the other healthcare organizations in your area, and draw attention to that in your marketing materials.
You shouldn’t try to be everything to everyone.
Chances are, you’ll have much better luck marketing to a specific group of people than trying to reach all consumers with one general message. Think about the types of individuals who are most likely to need the service line you’re promoting, and create your marketing materials with those specific people in mind.
You should change your tactic for different topics.
Just as you should tailor your materials for different audiences, you should also tailor your materials for different service lines. If you’re targeting expectant mothers for a women’s services campaign, for instance, you may want to focus on your facility’s accommodations (highlighting large suites, whirlpool tubs, infant security, etc.). However, if you’re promoting oncology services, your target audience may care less about your accommodations and much more about your team’s expertise.
You shouldn’t forget to set a goal.
If your objective is simply “to get more patients,” you may have a difficult time determining if your efforts were truly successful or not. Try to set specific, reasonable goals based on your area and industry statistics. How many patients do you want – and in what time period? How much revenue are you hoping to earn? These goals will not only give you something to strive for, but can also help guide decision-making when planning your campaign.
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Sources:
http://my.shsmd.org/blogs/the-shsmd-team/2017/09/20/the-dos-and-donts-of-healthcare-service-line-marketing
http://marketstreetresearch.com/the-five-most-important-things-i-learned-about-service-line-marketing-in-san-diego/
https://www.influencehealth.com/blog/best-practices-in-service-line-marketing