16 Reasons: The Short List of Why Healthcare Providers Market

marketing textbook reasons to marketThe medical marketing environment is constantly changing but the core reasons are the same for most.

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. We know how to help with an ethical, professional marketing solution.

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

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“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”


– Jonathan Calure, MD