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Why Are Primary Health Clinics Slow Adopters Of Marketing?

Posted by Sue Ellen McKelvey on September 25, 2017

Marketing has been used expertly and affectively by most professional service providers for the past 10 years. However the primary health sector, which provides critical services to all ages, have been reluctant to promote themselves and compete for more clients!

In today’s age of digital marketing and social media, primary health providers need to reach out to consumers advising them of their specialisation and the many benefits a well-planned health care program will provide.  Such pro-activity will result in increased preventative health activities by all, improved lifestyles, less stress on public health services and of course, an increased return to the clinics.

Patients today are looking for more than just medical care from their primary health care providers and allied health team. The “patient experience” involves every interaction that a patient has with a provider, from people and processes, to perceptions and organisational culture. Patients are looking for empathy, insights and information, all delivered in a place and time that’s convenient to them.

So with such positive outcomes as the new ‘healthcare practice’, why are clinicians not marketing and promoting their services in a modern pro-active way? Could it be still the belief that marketing and advertising lowers clinicians’ professional status? Perhaps it’s because we don’t want to be seen as making more money? Or is it simply because primary health providers don’t know how to use today’s marketing methods?

Regardless of the reasons, just like the legal profession, the clinics which adopt pro-active marketing communications with their patients and the public in general, will reap material benefits whilst clinics which do not step up and communicate and promote are likely to vanish.

Today the world of the internet has opened myriad methods by which to market clinical services and reach your target audience. Like all marketing, success depends a great deal on the right message, to the right target audience and at the right time. Continued measurement of outcomes from each communication and promotion requires analysis which ensures that future activities can be designed around facts. This is relatively easy to manage and all that is required is a simple Customer Relationship Management (CRM) system and easy to use data analytic capabilities.

Modern enterprise multi-disciplinary clinic systems like Visual Outcomes ensure that its clients have a fully integrated Customer Relationship Management system integrated with their clinical system. This seamless integration allows clinicians to select who they wish to communicate with, what they wish to promote, and perform the marketing activities based on every piece of data which has been input into the patient database. There is no need to purchase any third party application or keep separate records. It is all readily available to all Visual Outcomes users.

Topics: Health Information Technology, Patient Management Software, Enterprise Software Solution

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