The healthcare marketplace has seen both increased competition and advanced technology complicate the landscape. With innovations ranging from MRI imaging to genetic testing, patients have more options than ever before. Small healthcare providers must find ways to stand out from their competitors and inform consumers about how they can offer the best patient experience. To develop a marketing strategy that does the trick, remember the "4 P's": Price, Placement, Product and Promotion.
Price
With the high cost of healthcare in the U.S., price is among the highest concerns for prospective patients, especially those without comprehensive health insurance coverage. Providers should be aware of any opportunities where they can offer the best care at the lowest price. Many providers offer simple tests, such as blood pressure checks, cholesterol tests and HIV tests, at no cost or reduced prices to raise patient awareness of their services.
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Placement
Vital services, no matter how inexpensive, must be made available to patients to be effective. If the services are only available in locations or during hours where the patients cannot access them, then the patients remain at risk and the providers miss out on the opportunity to treat them. Providers can seek out new locations, expand operating hours, offer walk-in or same-day appointments and reach out into local communities to offer more access to healthcare services and stand out from the competition.
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Product
The patient's office visit is a small component of the healthcare services that providers offer. Providers must also deliver products to patients that can improve their quality of life. Products can include medications, testing kits and orthopedic supplies, as well as on-call "concierge" services. Providers must also determine which products and services are suitable to meet the needs of each patient. For instance, the provider must not only determine if the patient needs medication for pain management, but which other products can help that patient deal with their pain.
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Promotion
The promotion of a healthcare provider's service is the most important aspect of the marketing mix, yet it is often overlooked. Many larger providers, such as major hospital chains or pharmaceutical manufacturers, use mass media to promote their services. Smaller providers can promote their services at a grass-roots level. An example of this community involvement is the Creston Children's Dental Clinic in Portland, Oregon. It created colorful and educational brochures to promote their efforts to provide dental care to the area's low-income children.
