Leverage Your Marketing Success to
Shore Up Physician Perception
By Ann Maloley
When I worked in the hospital setting, I always looked forward to my marketing presentations to the medical staff. Invariably, during these sessions, the most lively discourse centered on two points: the marketing tools and techniques we were using to stay visible and the advertising claims we were using to communicate our (their) expertise, and of course, how all of this compared to our competition. I quickly learned that strategically, what the physicians really wanted to be sure of was that their hospital partner was creating – and maintaining – a strong brand, and that it was being effectively positioned to compete in the marketplace.
Nearly 47% of physicians rated marketing within their organization as “very strong” or “slightly strong.
HealthLeaders Industry Survey 2010
I remember feeling very thankful that these physicians were embracing the need for marketing because I could remember a time when they didn’t even believe in marketing. I hope you’re finding physician support for your marketing efforts in your organization. I believe that to gain this support, physicians first have to believe in what you’re doing; and fundamentally they have to perceive that your efforts are indeed building a stronger, more competitive brand.
So, how can you trigger that positive perception? You may want to start by looking at your marketing activities through their eyes and leveraging the good work you’re already doing. Consider these building blocks:
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First, define the brand for them. If they understand the core elements that make up your organization’s brand, can appreciate the rationale behind your brand positioning efforts and are aware of your marketing strategies, the perception can grow from a solid strategic base.
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No different than your leadership team or employees, physicians like to see their hospital partner in the news, for good things. If you’re dealing with budget constraints currently, likely you’re pushing for – and landing more – “earned” media opportunities. Physicians will applaud any print or broadcast story you get. Be sure they know about it. Show them clips.
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Participating in high profile community events that support important causes brings great exposure to your facility. Internal stakeholders view it as an important contribution to the community as well as the hospital’s obligation. Be sure your physicians know about the event sponsorships, food drives, community events, etc. that your organization supports. And invite them to join in the fun.
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Physicians love a good patient story! One of the best things you can do for a physician is ensure that their patients have a positive experience, and then talk about it. Share positive patient satisfaction scores and heartwarming letters sent by patients with your physicians.
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The same goes for clinical outcomes. Physicians want to know that they’re associated with a facility that matches their clinical expertise. Be sure you don’t overlook physicians when you’re promoting good outcomes and other clinical data.
The work we put into reinforcing physicians’ positive perceptions of our organization is a good start to the process of earning more referrals. Aligning with the “right” organization is important to them.
One final thought to consider, look for opportunities to “sell” the advantages that your marketing efforts have for them and their practices. Talk in terms of how your efforts to market the hospital can support their practice development needs as well. Having this conversation will make it easier for you next time you ask them to participate in a media interview or join you on a visit to a referring physician.
When they’re involved and experience the positive impact directly they’ll feel a sense of ownership of the brand.
