As a nurse occupying a management position, it is imperative to learn how to make a healthcare facility more attractive and accessible to patients.
Strategic planning and marketing techniques empower facilities to articulate and attain their business goals. They help them navigate their business terrain, facilitating the adoption of new technology and enhancing their competitive edge, all while ensuring compliance with applicable rules and regulations.
They can also help facilities figure out the best channels to reach out to patients who need them and key elements of a unique patient experience.
This quick guide will examine what it takes to put together a comprehensive marketing strategy for a healthcare facility and look into why it is important to prioritize the business side of the facility as much as the medical side. This article examines the key components of a marketing strategy and provides plenty of tips on how to create and implement one.
What are strategic planning and marketing in healthcare?
Strategic planning and marketing is the process of organizing resources to accomplish the business objectives of a healthcare facility. It is a multifaceted, multidisciplinary process that entails coordinating collaborations between numerous professionals and departments, from frontline healthcare workers to marketing professionals, customer experience and customer success experts, to create and implement a business plan.
It involves documenting processes and implementing plans within a specified timeline. Key requirements include a firm mastery over marketing technologies, a clear understanding of organizational processes and keeping abreast with economic trends.
Also, strategic marketing is geared towards the long run, but it comprises short-term, time-bound goals that contribute to overarching objectives. All of this occurs in a tightly regulated environment, with government policies setting boundaries on what is appropriate.
Why is a planning and marketing strategy important in healthcare?
Creating an organizational and marketing strategy might sound like a herculean task. But there are many reasons why aspiring nurses should not shy away from this responsibility, such as:
- Increased organizational cohesion
Strategic planning and marketing require everyone to work with a common vision, promoting a cohesive and supportive work environment.
- Efficient healthcare delivery
Nurses with strategic planning skills can help facilities get a grip on how to generate revenue and remain profitable, increasing the likelihood of more effective healthcare delivery. Advanced nursing programs like the MSN program in leadership at the University of Indianapolis empower nurses to facilitate sustainable improvement in healthcare delivery. This program equips them to carry out organizational analysis, strategic planning techniques, marketing tactics and project management techniques in a healthcare setting.
- Improved communications
Marketing and strategic planning heavily depend on communications, driving excellent interpersonal and collaborative skills among employees.
- Employee morale and satisfaction
A sustainable business model and a cohesive, supportive workspace are key workplace motivators, especially among younger employees. These can help employees to be more productive and pursue personal and professional growth.
- Increased team collaboration
Employees will become more predisposed to work with each other and offer support. An effective marketing and strategic plan inspires healthcare workers to work together toward improving healthcare delivery.
- Honed transformational leadership skills
Strategic and marketing plans require a lot of leadership skills, especially those for compelling people — from employees to shareholders and patients — to tow a line that will be of benefit to all.
- Key components of strategic marketing plan
Here are some of the trending tools and techniques to consider incorporating into a strategic marketing plan:
- Social media
According to a recent study, 41% of people judge a healthcare provider’s reputation based on their presence on social media. They need to create plans to engage their patients across their favorite social media channels, reach out to them on their messaging apps and run hashtag campaigns to make the brand more visible on socials.
- Video marketing
Another similar study suggests that 90% of healthcare outfits that engage people with video content are more likely to influence their decisions.
- Influencer marketing
One of the easiest ways to win over new customers is when a brand is promoted to them by the people they love and admire, and this is where influencer marketing can play a huge role.
- Niche-specific content
Tailoring messages to specific niches can help level up engagement rates. Focus on gaining traction with specific groups of customers rather than the broader market.
More tips for employing an effective strategic and marketing plan
- Identify the target audience and their unique attributes.
- Define the business goals to be accomplished with customer interactions.
- Build a plan for business goals based on an extensive SWOT (strengths, weaknesses, opportunities and threats) analysis.
- Identify key marketing techniques and strategies to launch with.
- Set budget goals and limits.
- Establish and track key performance metrics.
Conclusion
Strategic and marketing plans are integral to efficient healthcare delivery. Nurses, especially those in management roles, need to cultivate proficiency in helping facilities outline and pursue their business goals.
Doing so can help facilities become more competitive, helping to attract and retain more customers, improving their areas of strength while shoring up against weaknesses, and identifying and exploring various channels for reaching and engaging customers.
