Marketing
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Service Line Marketing: Ingredients for Success
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presented on June 21, 2006
The right marketing tactics are critical for ensuring your hospital's service lines are poised for peak performance.
Before investing in or promoting a new service line, the success of your efforts depends on taking the time to research the market and your healthcare organization's place in it. Will this service line fulfill a regional demand? How do patients view your organization's existing services? Will your investments in marketing yield the desired results?
Once you've begun marketing a service line, it is equally important to assess the effectiveness of your strategies and make necessary changes to improve your chances for success.
Get the marketing tactics you need: listen to HealthLeaders Media for the Webcast "Service Line Marketing: Ingredients for Success." This 90-minute program features three marketing and public relations professionals who will give you the strategies and advice you need to maximize the success of your service lines.
Listen and watch to learn how healthcare marketers can utilize market information to report meaningful results, and cultivate a more favorable payer mix.
During this Webcast you will
- learn how effective market research can help set up your service line launch for success—and position your organization as a market leader.
- learn techniques to more effectively report service line results to executive leadership.
- learn how to gauge the success of your service line strategies—and tweak what isn't working before it's too late.
Program Agenda
- Why service lines (and when is a service line really a service line)?
- Marketing's contribution to the service line
- Meet with leadership to establish metrics and ongoing reports
- Help to determine the appropriate structure and define goals
- Provide external intelligence: research and analysis of the marketplace
- Provide internal intelligence: profile of the service line
- Measuring effectiveness of marketing strategies
- Payer mix and contribution margins
- Measuring and tracking performance
- Building targeted referral volume
- Measuring ROI and reporting results to leadership
- Integrating physicians into the process
- Service line marketing at the system level
- Putting it all together
A Q&A session will follow the presentation.
Who should attend?
Healthcare marketing executives and professionals, including
- VPs of marketing and public relations
- Directors of marketing and advertising
- Marketing managers
- Business managers
About Our Speakers
Patrick Buckley, Independent ConsultantMr. Buckley is a marketing consultant who has worked with a variety of healthcare organizations across the country. His clients include academic medical centers, healthcare integrated delivery systems, community hospitals (including critical access hospitals and rural hospitals under 50 beds), multi-disciplinary physician group practices, faculty practice plans, and healthcare associations. He has more than 20 years of experience in brand and corporate image consulting, strategic planning, marketing, advertising, and business development for the healthcare industry. He also serves on the Editorial Advisory Board of the newsletter Healthcare Marketing Advisor, published by HealthLeaders Media, a well-respected national source on healthcare trends and strategy.
Mike Gilpin, VP of Marketing at Blessing Corporate Services in Quincy, IL.
Mr. Gilpin has more than 20 years' hospital marketing experience and has worked for both for-profit and not-for-profit healthcare systems. In his current position, he serves as vice president of marketing for Blessing Corporate Services a small multi-hospital system in Illinois. During his career he has played principal roles in the successful development of new service lines, as well as the enrichment of existing initiatives.
Betsy Midthun, Director, Public Relations & Marketing at Avera Sacred Heart Hospital in Yankton, SD.
Ms. Midthun has more than 12 years of healthcare marketing and fundraising experience and has served as the state president of the South Dakota Association of Healthcare Marketing and Public Relations as well as the SD Society of Fundraising Executives. For the past 8 years, she has administered the communication and marketing strategies for Avera Sacred Heart Health Services, which includes a regional hospital along with a cancer center, senior living facilities, and rural health clinics. During this time, Midthun has been involved in implementing and marketing several major service line campaigns.
System Requirements and Program Materials
Please note that to fully benefit from the webcast experience, you will need a computer equipped with an Internet connection, sound card, and the following browsers: Netscape Navigator 4.7 or Internet Explorer version 5 or higher.
