16 Reasons: The Short List of Why Healthcare Providers Market

The medical marketing landscape is changing but the core reasons are the same for most

By Lonnie Hirsch and Stewart Gandolf, MBA

Priorities and situations will vary widely as healthcare reform reshapes the competitive environment, but providers—including hospitals, medical groups, and others—market for only a few reasons. Nearly everyone can relate to one or more of this short list.

You'd think there must be a million-and-one reasons why providers do marketing. Over the years, we've probably heard them all—and we think the actual number is 16.

Our work brings us in contact with healthcare marketing challenges of all kinds throughout the United States (and sometimes beyond). And we've worked closely with thousands of clients—doctors, physicians, surgeons, group practices, hospitals, medical groups, large metropolitan areas, mid- and small-size markets. (We've noticed that groups and hospitals are especially more likely to be more aggressive in marketing due to increased competition and the desire to stand out from the crowd.)

There are brand new providers, groups and hospitals...about-to-retire practitioners...venerable hospitals...buying in/opting out...roll-ups and roll-outs—you name it.

Everyone's situation is different, and so are the marketing solutions. But in our experience the core reasons that healthcare providers market is a short list of only 16 reasons. Take your time to reflect a little on each one and see how many resonate with you and your situation.

Check as many as apply: Multiply referrals from doctors Grow the number of your new patients Build the organization's reputation (brand) to stand out in a positive way Ethically attract cases that reimburse well Fight back against aggressive competition Increase your cash and ancillary services volume Support new location(s) Attract cases that you enjoy or have special expertise Support new provider(s) Increase your marketing effectiveness Support new technologies Work smarter not harder Multiply patient referrals Win at Internet marketing Increase revenues Become more profitable

That's it...we think this list fits almost everyone. The more check-marks on your list-where you can relate to one or more of these reasons-the greater likelihood that you need to give us a call. If we've missed a reason we'd love to hear about it from you. And if you find your reason(s) to market on this list, reach out to us today at (800) 656-0907. We know how to help with an ethical, professional marketing solution.

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