Posted on September 22, 2015
Myth #2: We don't have any competition. We're the only
game in town.
You may be the only hospital for 25, 30 or maybe even 45 miles.
But does that really mean you don't have any competition?
Unfortunately, just because you're the only facility in
town doesn't mean local residents will automatically choose you
when they need care. Larger, more urban health systems - with
bigger marketing budgets and more doctors - may
SEEM like a better option to some patients. That's
why you have to act like your competitors are right down the
Here are three ways to secure your market position and
challenge out-of-town competitors:
1. Determine your unique selling point
and use it to engage with your community. Give a reason
why local residents should choose you. But it can't just be that
you're closer to home (read why here). Instead, find something that
truly differentiates your facility. Is it that your providers are
also part of the community, so they are better attuned to the
health needs of the area? Or, maybe you can offer same day
appointments? Can you be a resource for women's healthcare?
2. Show off your capabilities.
Sometimes patients travel for care because they don't realize
the service they need is actually available at their local
hospital. Areas like cardiac rehab, sleep studies, swing bed and
even outpatient therapy are all service lines you need to tell your
3. Be more than just a place to go when
"I'm sick." In today's wellness-oriented world,
providing resources to help people stay healthy is an important
tool in building a strong connection with them. A strong connection
with your community will inspire trust, confidence and loyalty
between potential patients and your facility. And that will make
people more likely to choose you if and when they do need care.
Learn more about how to strengthen relationships with key community
audiences by requesting our presentation "Connecting Your CAH to
Posted on September 8, 2015
With a projected national shortage of primary care providers
reaching upwards of 31,000 by 2025, there's no need to promote
primary care anymore…right?
In my opinion, it's still an incredibly important service
line to have in your marketing plan. Why, you may ask? Because
despite shortages, which may increase patient demand for providers,
rural facilities will still face local competition for market share
- especially from larger systems that have multiple primary care
clinics and physicians from which patients can choose.
I've also seen firsthand the impact primary care can have
on a rural facility's success. For example, one of our clients
increased new patient volumes by 108 percent at their primary care
clinic after an aggressive marketing campaign. And another client
saw a record-breaking revenue month after promoting their primary
care services along with other hospital service lines.
In addition to continued competition and looking for ways
to increase patient volumes, there are three other significant
reasons why rural health facilities should continue to promote
- Avoid penalties under healthcare reform. A key
role of primary care is preventing and managing chronic health
issues like diabetes or heart disease. These types of conditions
can easily turn into multiple trips to the emergency room or
hospital readmissions if not managed properly. And that means
higher costs for local hospitals.
- Increase revenue and volumes at your hospital.
Primary care providers serve as a great entry point into your
hospital for diagnostic and surgical care. If you help keep the
primary care practices busy, they will be more likely to keep their
patients in your "system" when they need ancillary or specialty
- Position your facility as a total health
resource. In today's wellness-oriented world, you can't
just be a hospital where sick people go or where you can have a
knee replaced. To be successful, you need to incorporate
prevention, wellness, disease management and traditional treatments
into your services - all of which primary care providers
But promoting primary care is not just simply placing an
ad in the newspaper with a doctor's photo and credentials. This
won't motivate patients to choose you for their primary care needs.
You need to show patients how important primary care is to their
individual health, and how your providers can help them stay
healthy, active and well.
To learn more about the importance of primary care
promotion and the three key components in effective primary care
promotion, register for our NRHA-sponsored webinar:
Off the Charts Results: Go Platinum with Your Primary
September 17 | Noon (CDT)
Click here to register!