Question

Topic: Student Questions

Marketing Strategy In Medical Practice

Posted by Anonymous on 6/13/2008 at 9:34 AM ET 25 Points
The Department of Nuclear Medicine (a sub speciality of Radiology) is based at busy hospital in Gauteng, South Africa. Although based within a busy hospital, the patient numbers have been constant throughout the years with minimal increase, if any. The lack of a marketing strategy has impacted negatively on revenue and has resulted in patient numbers being constant.
What marketing strategy should be implemented?
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RESPONSES

  • Posted on 6/17/2008 at 2:47 AM Author
    This is not an assignment question. This is a real situation
    being experienced. Medical personell get all the necessary medical training but lack any business sense or training. However they are a contributing section of the economy and as such should be involved in all means necessary to improve their income potential.
  • Posted on 6/26/2008 at 1:03 PM Accepted
    In most countries, the driver of volume in nuclear medicine departments is physicians and physician referrals/orders.

    Thank and recognize the physicians who use you.

    Find out who doesn't but should.

    Identify your features and benefits.

    Determine your differentiating factors.

    Develope communications tactics to convey the above.

    Physians are evidence based thinkers. Speak to them in their own language. But, use something special. They won't give standard marketing materials the time of day.

    If you determine it's worthwile to communicate with consumers/patients, do not do it in the same way you communicate with physicians. Your patients and their families don't care about what you care about. Learn to communicate on an emotional level and develope trust.
  • Posted on 6/27/2008 at 2:40 AM Author
    thank u for the response...will implement ur suggestion.
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