Four Powerful Service Line Marketing Tactics
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.
- Interventional Radiology No Longer a Sub-Specialty
- CEO Exchange: Preparing for Population Health
- Advocate, NorthShore Deal Would Create 16-Hospital System
- Top Reason for Nurse Turnover: Managers
- CEO Exchange: Pressure is On to Partner, Drive Quality
- House OKs Cassidy's 'keep your plan' bill
- How MA plans to re-enroll 450,000 residents in health insurance
- Medicare is pricier in unhealthy states, study says
- Behind the CVS Health Rebranding Strategy
- CMS Pitches Medicare Appeals Deal to Hospitals