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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. All Rights Reserved 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. All Rights Reserved 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