In modern times, any institution cannot succeed in the market without a specific strategy. Even a healthcare system, the primary goal of which is to provide quality treatment, is not viable without a competent marketing plan and, therefore, a good reputation. Any marketing professional’s first and foremost step is to analyze an organization’s strengths and weaknesses. All institutions are diverse, and their specialties determine the approaches to creating a marketing plan. However, based on available experience, it is possible to describe five basic strategies:
- Social networks must be at the center of the marketing strategy.
Facebook, Instagram, and Twitter are needed to interact with patients and build a good reputation for an institution. It is significant to use paid social media advertising and tools to get the brand in front of the target audience (Morgan et al., 2019). Through social networks potential customers can find the services and services they need, as well as feel whether or not the organizational climate and values of the organization fit them at the initial stage of choice.
- A strategy for getting patients feedback.
There is a need to create a way to follow up with patient feedback. This way, the clinic can demonstrate to patients that it cares about their interests and is willing to act based on reviews. One has to assume immediately that there will be issues with the customer experience, wait times, medical care delivery, and more (Morgan et al., 2019). Therefore, feedback should be collected and analyzed to improve the treatment system. An individual should be the greatest value for any company, and as the Bible states: “Let him that stole steal no more: but rather let him labour, working with his hands the thing which is good, that he may have to give to him that needeth.” (English Standart Version Bible, 2001, Ephesians. 4:28). Goods and services must first and foremost serve the interests of humanity, and this should be one of the main elements of marketing strategy.
- Strategy of standardization of the brand idea throughout the clinic.
Clinic brand development is a strategy to promote the company’s values. The process is appropriate for network projects with a large staff and no prominent leaders. If the clinic has branches in different cities, there is a need for new employees. The strategy allows centralized brand management, attracting various resources for its promotion (Sheth, 2021). The advantage of the approach to developing the brand of doctors is the high level of trust of patients. The doctor will be able to find and attract his patients. The importance of the doctor is increased, and the emphasis is placed on the personal achievements of the professional.
- Focus on products of the healthcare organization and their promotion.
When creating a practical marketing plan, knowing the ins and outs of services and products is essential. Target patients and their concerns should be the focus of thinking about the opportunity to sell services (Sheth, 2021). Products have to be perceived in a way that sells. For that purpose, it is essential to make a detailed analysis of the target group’s needs and promote the services on the basis of the conclusions.
- SEO promotion.
SEO promotion in the medical clinic should start with collecting the core search queries. Managing the semantic core manually takes a lot of time. It is more reasonable to opt for special programs and services. Search engines can save time and help to evaluate site visitors’ activity (Sheth, 2021). If there were errors in the site creation, then such a resource will not take in extradition first place.
Marketing strategy is a unique formula for every company and brand. Strategic marketing must be fully aligned with the enterprise’s plan, and the healthcare organization is no exception. Each company should implement a few strategies in order to attract clients. The marketplace is a highly competitive environment; therefore, forming a sound strategy and building solid customer relationships is not merely an advantage but a necessity.
References
English Standard Version Bible. (2001). ESV Online. Web.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29. Web.
Sheth, J. (2021). New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), 3-12. Web.