Power of Internal Marketing in Healthcare
Akhilchandra Dave
Entrepreneur | Healthcare Marketing Expert | Founder of HMS Consultants - India’s First-of-its-Kind Healthcare Marketing Consultancy Firm | Innovating & Elevating Healthcare Brands Knowing is Knowing, Doing is Doing?
There are three kinds of organizations; those who make things happened; those who watch things happen; and those who wonder what`s happened.?
If we do not change our direction, we are likely to end up where we are headed.
As the world spins into the challenging phase of economy, both citizen and?business wonder what is ahead. There is not only change, but the rate of?change is accelerating. A twelve-year old girl said of her ten year old sister,?“She is of a different generation.” Her younger sister listens to difference?music, plays different videos, knows different movie stars, has different?heroes.
Organisation or companies often fail to recognize that their marketplace changes years to year. Last year winning marketing strategy may become today`s losing strategy. As someone observed, there are two kinds of companies: those who change and those who disappear.
We at Trizone always believe in Knowing is Knowing & Doing is Doing, hence we keep on inventing new strategies which really works for our healthcare clients.
In this blog you will know more about Internal Marketing & how to create brand ambassadors.
In a competitive and dynamic environment, healthcare organizations need to continuously revolutionize their business practices so as to deliver better value for their patients. The healthcare sector is subject to transformation and advancement; and in order to sustain their business performance, these organizations need to be well informed about the present market trends and formulate strategies in accordance. While facing the various challenges of marketing strategy development and implementation, branding, positioning and assessment of the market and ever changing clinical demands, these organizations also has to uphold their performance amidst uncertain market behavior.
Objective:
Step involved in Internal Marketing
Phase 1:
1. Articulate Vision & Mission
2. Gauge the existing scenario
3. Segmentation of existing workforce
4. Communication Plan
5. Execution of communication Plan
6. Internal Events
7. Measure impact & re-planning accordingly
Phase 2:
1. Feedback [Patient, Relative & Visitors]
2. Cross Selling
3. Social Media Engagement
4. “Thanks for Trust on Us”
5. Patient Welfare Officers / Floor Managers
6. Delight Team
7. In-house referral scheme
8. Data Collection
PHASE 1:
1. Articulate Vision & Mission
For Example: Some Hospital has following:
Vision
Striving with excellence to create world-class integrated healthcare delivery system, entailing finest medical skills to fulfill the needs of the community in its chosen field of medical treatment
Mission
To become a global healthcare institution, which encompasses latest technology and best medical practices with an emphasis on ethical principles, in a caring environment, to preserve and enrich the quality of life with a respect for human dignity
Values
Setting the best practice standards in services, continuously improving performance and exceeding the expectations of patients as well as their families.
Believe in building and maintaining long-term patient relationships, so as to become an essential resource for their well being.
We believe in:
Training and developing the best medical practices as the key to deliver superior service.
Consistently investing in technology and infrastructure to match
international benchmarks.
Continuously educating the community in the context of women and children welfare
2. Gauge the existing scenario [internal Customers]:
One can do the Gap Analysis between Vision, Mission & actual practices on the basis of following parameters:
3. Segmentation of existing workforce:
Understand the existing Gossip centers in and Around hospital through Identification of common gossip topics & gossip mongers, Corrective steps & policy Healthcare organizations must have defined their SOPs for each process. It should also well communicated amongst the team members so that they will understand work segmentation and their individual roles & responsibility for the particular task. Following are the few points on which organization can do segmentation of existing workforce:
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4. Creation of Communication Plan:
Identification & creation of various groups & align communication strategy accordingly In today`s world communication is very easy but at the same time right communication at right time is also very important aspect of the communication. Healthcare organizations must create their master plan for various communications.
5. Execution of communication Plan:
To connect with internal customers effectively, organization should be more careful while executing the communication plan.
6. Events:
Internal events are essential for any healthcare organization, as we all know healthcare workers are in tremendous work pressure and stress, to feel them happy at work place, organizations must plan yearly event calendar for internal customers:
7. Measure impact & re-planning accordingly:
Healthcare Organisation should measure impact periodically to understand strategy impact on business. On the basis of impact measures one should always re-plan the strategy acoordingly:
To measure the impact thru interview, observation, feedback, spy etc. & act accordingly
PHASE – 2:
1. Feedback [Patient, Relative & Visitors]:
In today`s healthcare organizations, many of them are practicing patient’s feedback capturing practices at various level like OPD, IPD, Billing, discharge etc. but organization must follow the right way of taking feedbacks. Few points are:
2. Cross Selling:
Cross selling means attract existing patient or attender to avail other available facilities at hospital like health check ups, package booking, etc.
3. Social Media Engagement:
In today`s world of digitalization, organization must practice tactics to connect internal & existing customers to their social media platforms:
4. “Thanks for Trust on Us”:
Once patient or attender or internal customer depart or leave the organization after availing your services, one should always greet them:
5. Patient Welfare Officers / Floor Managers:
Healthcare service providers have to practice like hospitality industry does
for their customers, on each contact point in healthcare organization there
should be someone to assist patient and attenders e.g. patient welfare
officers / floor managers who take care of:
6. Delight Team:
To achieve higher success in healthcare businesses one should understand
customer delight and monitor delight experience of each and every customer
by appointing Delight Team:
7. In-house referral scheme:
As we discuss in starting internal customers are best brand ambassadors for
any organization, to motivate them one should start internal referral
schemes:
8. Data Collection:
Last but not least, organization must emphasize on data collection tools and technologies.
Hope this article must have given you the complete knowing on Internal?Marketing and how one can utilize this for their business success.
Do Remember Knowing is Knowing & Doing is Doing.