Peculiarities of medical marketing for running a medical business
Let's look at the main differences from doing traditional business when a company sells goods or services.
A patient does not mean a buyer. In classic marketing, the client is equated with the buyer. Here it is far from the fact that the patient will order and pay for the service. When it comes to health, people become extremely scrupulous. They can carefully study the clinic, check the doctors' certificates, their work experience, read reviews. An important role in the decision is played by the promise of the clinic or doctor to remove pain during the procedure. Gaining the patient's trust is hard work. Some people go to the name of the doctor, while others go to the reputation of the clinic and the recommendations of friends.
A doctor does not mean a seller. We are used to the fact that if a service is sold, then the seller is the one who provides it. In medicine, these concepts are blurred. Often a doctor, for reasons of safety to the health of the patient, may refuse to provide him with one or another medical work. Indeed, not only the quality of the service, but also the health of a person depends on the professionalism and experience of the doctor. As an example, a plastic surgeon may refuse to redo the nose 5 times. Such an operation jeopardizes the patient's future health and can be detrimental to the reputation of the doctor and clinic. Or, the surgeon will not put a dental implant in the mouth of a patient with an abnormal bite, as this is contrary to the protocol for the medical procedure.
A medical service is not just a service. This is due to the most precious thing - the patient's health. Agree, crooked hair will grow back, a poorly washed car can be washed again, but not every medical manipulation can be corrected.
A major competitor is the state. A person is always looking for where it is cheaper, and better - for free. This is already on our subconscious, so when drawing up a marketing plan, one should not discount this major player.
Among other features of the provision of medical services:
Carefully follow medical marketing trends? For marketers of clinics, this is bread. But the strength of the desire of the head of the clinic to look into the future is influenced by both natural, basic, needs for the safety of the medical business and in its success, as well as the needs of a higher level: to be at the peak of professionalism and receive recognition from the medical community and grateful patients.
Trends, in fact, most often turn out to be the very signs on the road to the clinic, as the founders conceived it and to the medical care that patients are willing to pay for. Signs on the road help the driver make choices and stay on track. If the clinic has a route, of course ... But for a route map at the pivot points - this is for a strategic session (you can sign up on the Consulting page).
And here - about the trend-pointers at each of the 7 marketing “forks”. Not even forks, but rather 7 exit signs from the marketing mix clinic roundabout. I was so struck by these roundabouts as I traveled by car through France from Bordeaux to Marseille with stops along the way.
The main trend in Big Marketing is to turn it into a behavioral one. When the state of the market and the success of each of its participants are determined not by the producers of goods and services, but by the existing demand and its features.
In medicine, the strength of tradition, a conservative approach, and a lack of confidence in innovation are often justified. The cost of mistakes is too high. But when it comes to the marketing of healthcare services, it is difficult to ignore the speed of change and the current patterns of patient behavior. Patientology is the main fulcrum of medical marketing.
7 Marketing Decision Points - 7P Marketing Mix Trends:
In the marketing of medical services, this, unfortunately for most doctors, is a fact. The growth in the amount of information, and over the past two decades, the number of messages that surround each of us every day has increased 12 times (today it is more than 3000 a day), has done its job: - people began to make decisions differently - and about visiting a doctor in including; - an overabundance of information activates a defensive reaction - we reject everything that is difficult, incomprehensible, painful, unpleasant and can interfere with the usual course of life; - the availability of information has increased, and the patient does not have clear criteria for choosing who and what can really help. More and more patients who have passed the "school" of Google and Yandex apply to the clinic.
Evaluate how the requests are formulated and compare their number when it comes to solving vision problems: By the name of the operation, requests are 20 times less than by a broad request, which is more about the result for the patient. And there is always a choice - what exactly you will promote.
The obvious trend: “We help everyone” does not work. Allocation of the clinic's locomotive services, their "packaging" taking into account a deep knowledge of the explicit needs and ulterior motives of a group of patients, is the basis for internal and external marketing of the clinic. The ease of perception of information by the patient helps to make decisions quickly.
An unobvious trend: a neuromarketing approach to identifying true triggers and features of patients' real behavior.