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Four Powerful Service Line Marketing Tactics

Marianne Aiello, for HealthLeaders Media, November 28, 2012

For an added boost, competitive retail-style pricing and bundles can be helpful.

"It is sometimes difficult to differentiate yourself in a highly competitive market," Menefee says. "You've got to establish your brand position on a specific service line and communicate clearly the attributes. Retail products can be helpful in attracting new patients."

For example, WellStar promoted preventive screenings to bring new patients into the system. Its heart and lung screening program has proven very successful. "The heart screening is $99 for one and $149 for a couple," Menefee says. "It is a popular Valentine's Day gift."

Social media for service lines
"We are all experiencing the surge in use of social media," Menefee says. "Consumers today expect you to have a strong presence and use a variety of social media channels. This does allow us to create more relationships by having dialogue with patients."

How you have the dialogue will depend on the depth of the service line. A larger service line may warrant its own Twitter account and Facebook page, but all service lines should at least have a voice within the organization's social media presence.

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