Positioning is the way people perceive and associate with your hospital. It creates differentiation in people’s mind and make them choose your services.
To effectively position your hospital, it is important to identify and highlight the unique aspects of your facility and develop a strategy that resonates with your target audience. The key elements of hospital positioning include the quality of care, the range of treatments, the cost of services, the hospital’s reach and reputation, the unique aspects of your facility that set it apart from others and focus on promoting those unique aspects through your marketing and branding efforts.
5 P’s of Positioning:
Product
Price
Promotion
Place
People
Product:
In hospital – the different services that you offer is the product portfolio. f your hospital has particular areas of expertise or specialized treatments, make sure to highlight these in your positioning. This will attract patients who are looking for specific types of care.
Price:
While quality of care is the most important factor for patients, cost is also a consideration. Make sure to highlight any cost-saving initiatives or affordable pricing options that your hospital offers. To effectively differentiate your hospital from others, it is important to communicate to potential patients the value of the services and treatments you offer, even if they may come at a higher cost. By explaining the reasoning behind the pricing, you can demonstrate the worth of your services and establish trust with potential patients.
Promotion:
To build a positive reputation and attract new patients, a hospital must utilize various marketing channels, including print and digital media. It is especially important to have a strong online presence, as many people use the internet to search for healthcare information and services. To reach a wide audience, it is essential to stay current with digital marketing trends and create a unique digital identity for the hospital.
Place:
Patients want to know that they will be able to access the care they need easily and conveniently. Make sure that your hospital is easily accessible, whether through location, hours of operation, or appointment availability.
People:
The quality of service and care provided by the staff and doctors at a hospital is often the first thing that people associate with the hospital. If patients receive quick and efficient service, feel comfortable and cared for by the physicians and doctors, and are satisfied with the quality of care they receive, they are more likely to recommend the hospital to others. It is important for a hospital to prioritize customer service and ensure that all staff, including doctors, are customer service oriented.
Other Elements of Differentiation:
Quality of service: Patients want to know that they will receive high quality care when they come to your hospital. Make sure that your hospital has a reputation for excellent service and that you are constantly striving to improve the quality of care you provide.
- Patient satisfaction: Patient satisfaction is crucial for the success of any hospital. Make sure to gather feedback from patients and use it to improve the patient experience at your hospital. This can be through surveys, focus groups, or other methods of gathering patient feedback.
In order to position a hospital well in the healthcare industry, it is important to focus on all aspects of branding, including customer service. A lack of any of these elements can be detrimental to the success of the hospital. Every aspect of branding is important for a hospital to grow and reach a wider audience. To improve your healthcare brand, consider filling out a checklist to identify areas that may need improvement.
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