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Fundamentals of
Health Care Administration
CHAPTER
15
Health Care
Marketing,
Advertising, and
Public Relations
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Learning Objectives
• After this lecture, you should be able to
complete the following Learning
Objectives:
 15.1 - Define commonly used terms,
abbreviations, and acronyms.
 15.2 – Recognize the value of creating
and implementing a marketing plan.
continued on next slide
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Learning Objectives
• After this lecture, you should be able to
complete the following Learning
Objectives:
 15.3 – Understand the purpose of
marketing, advertising, and public
relations.
 15.4 – Prepare an effective message for
your primary target market.
continued on next slide
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Learning Objectives
• After this lecture, you should be able to
complete the following Learning
Objectives:
 15.5 – Identify marketing strategies
that will support the mission of the
facility.
 15.6 – Evaluate potential advertising
vehicles appropriate for a health care
facility.
continued on next slide
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Learning Objectives
• After this lecture, you should be able to
complete the following Learning
Objectives:
 15.7 – Analyze how to use public
relations to interact with the
community.
 15.8 – Explain how to work with
marketing and advertising agencies.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Key Terms
15.1 - Define commonly used terms,
abbreviations, and acronyms.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Key Terms
•
•
•
•
•
•
advertising
brand awareness
collateral materials
demographics
elective procedures
marketing
continued on next slide
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Key Terms
•
•
•
•
marketing plan
psychographics
public relations
primary target market
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Introduction
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
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Self-Promotion
• Three basic components to selfpromotion:
 Marketing
 Advertising
 Public relations
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Marketing Plans
15.2 – Recognize the value of creating
and implementing a marketing plan.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Marketing Plan
• Include short-term and long-term
diagrams of how to send out the
message
• Keep the initiative organized
• Prevent the waste of efforts and money
• Prevent knee-jerk reactions
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Marketing Plan
• Establish presence
 Establish presence in the community
 Attaches the image of what kind of
health care provider the facility is
• Reinforcement
 Maintain the presence
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
The Purpose of Marketing,
Advertising, and Public Relations
15.3 – Understand the purpose of
marketing, advertising, and public
relations.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
The Purpose of the Plan
• Address specific pieces of information
important to patient population.
• Communicate what services the
organization offers.
• How the services match to patients'
wants/needs
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Preparing the Message
15.4 – Prepare an effective message for
your primary target market.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Creating the Message
• Determine exactly to whom you want
to communicate
• Create a primary target market profile
 The largest group of people with the
biggest and most frequent need or want
for your product or service
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Demographics
• Three basic classifications:
 Age
 Gender
 Income
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Psychographics
• Four descriptors:




Geographical location
Job title or position
Education level
Mind-set
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Conducting Research
• Current patient survey
• Pull demographic details from patient
records
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
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Marketing Strategies
15.5 – Identify marketing strategies that
will support the mission of the facility.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Crafting the Message
•
•
•
•
Wants, needs, and benefits
The K.I.S.S. principle
Create an identity that is yours alone
Be consistent in your message
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Determine the Approach
• Educational approach
• Building brand awareness
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Advertising Vehicles
15.6 – Evaluate potential advertising
vehicles appropriate for a health care
facility.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Vehicles for the Message
1.
2.
3.
4.
5.
6.
7.
Social media
Billboards
Television and radio
Websites
Print ads (newspaper and magazine)
Direct mail
Collateral materials
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Community Relations
15.7 – Analyze how to use public
relations vehicles to interact with the
community.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Public Relations
• Public relations is exactly what it
sounds like, ways to get your
organization to relate to the public—
your patient population.
• You are not communicating to the
community; you are demonstrating
that you are a part of the community.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Public Relations Activities
• Sponsoring a charity run or bike ride
• Have a team of employees participate
in the run or bike ride
• Offer a spokesperson to be interviewed
on the news
• Invite the community to your facility to
learn more about health care
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Public Relations
• When an organization has experienced
a never event or some type of negative
anomaly, it is best to get out your side
of the story
• This may lessen liability and maintain
or improve organizational image
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Working with Agencies
15.8 - Explain how to work with
marketing and advertising agencies.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Marketing and Advertising
Agencies
• Professional partners
• They have the expertise to ensure a
valued message and placement of that
message
• Check their track record
• Confirm they understand what you
need and can guide you to success
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Funding the Initiative
• Line item in budget should already exist
• Work with your board of directors and
the community to increase your
presence
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Summary
• Patients have more choices than ever
before regarding what health care
services they want and need and from
whom they will receive those services.
continued on next slide
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved
Summary
• Competition is greater, and the
business of health care must step up to
claim their patient population by
communicating, explaining what they
can do, and what benefits there are to
choosing this health care provider.
Fundamentals of Health Care Administration
Shelly C. Safian
Copyright © 2014 by Pearson Education, Inc.
All Rights Reserved