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Competitive positioning
2
Trend Analysis
Competitive
Analysis
Internal Analysis
of Capabilities• XXX
• XXX
• XXX
• XXX
• XXX
• XXX
© 2015 Elissa Swift
Position and trajectory
3
Where is the hospital now and where is it going?
Trend Analysis
CompetitiveAnalysis
Internal Analysis of Capabilities
© 2015 Elissa Swift
Hospitals need to market to five distinct audiences
Reputation MDs
(those who influence the reputation of the hospital)
Referring MDs
(patients’ most trusted source of health information)
Existing PatientsPotential Patients
(future clients)
Hospital Associates/MDs
4
© 2015 Elissa Swift
The five distinct audiences have incremental needs, all
building on high quality care and reputation
5
Reputation /
Rankings
Excellent Care
Relationships(physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions (physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
© 2015 Elissa Swift
6
Marketing’s role for hospitals is to build reputation,
referrals and loyalty
Building referrals
Influence patient awareness, traffic and
loyalty
Building awareness
© 2015 Elissa Swift
Reputation MDs - quality of care and current reputation
8
Reputation /
Rankings
Excellent Care
Relationships(with physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions(physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
© 2015 Elissa Swift
C11
C10
C9
Competitor 1
C4
C8
C3
C7
C5
C2
C6
Your hospital
98.00
100.00
102.00
104.00
106.00
108.00
110.00
112.00
114.00
116.00
0 10 20 30 40 50 60 70 80
Hospitals wishing to play on the national level can
consider their US News reputations and clinical scores
Reputation Score
Clinical Score
© 2015 Elissa Swift
Low Medium High
Assess strengths/weaknesses and which departments
to highlightDepartment Clinical Strength
Specialty influence on
overall reputation
Relative size, ability
to impact
Oncology (Halo effect)
Cardiology & Heart
Surgery (Halo Effect)
Department X
Department X
Department X
Department X
Department X
Department X
Department X
Department X
10
© 2015 Elissa Swift
11
What are the implications of this analysis and what
tactics can you apply to achieve your goals?
• What specialties will be most strategic to promote? Which specialties are
“reputation builders”?
• How do your capabilities match up relative to your reputation?
• Develop a marketing plan for each specialty.
• Which journals make sense for advertisements?
• Sponsored links on Google?
• Create in-house content?
• Connections with medical news sites?
• YouTube videos highlighting issues around common conditions?
© 2015 Elissa Swift
Beyond the preceding, referring MDs are primarily
concerned with relationships and access
13
Reputation /
Rankings
Excellent Care
Relationships(with physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions(physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
14
Referrals generate as much as 75% of new patient
visits for specialists
Face-to-face communication is key to building physician referral networks
Source: The Advisory Board, 2008
© 2015 Elissa Swift
Potential patients rely on the recommendations of
physicians and former/current patients
16
Reputation /
Rankings
Excellent Care
Relationships(with physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions(physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
© 2015 Elissa Swift
17
80% of patients follow through on their physicians
referral
80% of adults
follow through
on their
physician’s
referral
37.5%
said that
they didn’t
have time
47.5 %
said that
the problem
had been
resolved
15% disagreed
with the referral
Doc News November 2007 vol. 4 no. 11 3-13
© 2015 Elissa Swift
50%
16%
13%
23%
40%
43%
51%
10%
11%
17%
23%
27%
28%
51%
Read newspaper and magazine articles
Researched the Internet for more information
Compared quality and performance ratings
Made a list of specific things that you wanted or needed
Made a list of specific questions to ask
Asked friends or family for recommendations or advice
Asked a professional in the field for recommendations or advice
Sources Used in Selecting Medical Care
Chose a Hospital Chose a Doctor
18
Physician referrals are the most important source
when choosing a hospital
Thinking about the last time you (___), which of the following did you do to help you choose?
Source: Massachusetts Blue Cross Blue Shield, 2007
© 2015 Elissa Swift
19
Internet and direct mail are valued information sources
to patients
How would you like to receive or access information that might help you choose doctors or
hospitals? (Multiple responses allowed.)
Source: Massachusetts Blue Cross Blue Shield, 2007
1%
1%
8%
14%
39%
45%
Word of mouth, from family and friends
From a doctor
Through a CD sent to you in the mail
Through email
Through regular mail
Through websites that you can browse on your own
Preferred Information Sources
© 2015 Elissa Swift
Existing patients are affected by their experience
21
Reputation /
Rankings
Excellent Care
Relationships(with physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions(physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
© 2015 Elissa Swift
22
Existing patients are family and friends of potential
patientsThinking about the last time you (___), which of the following did you do to help you choose?
50%
16%
13%
23%
40%
43%
51%
10%
11%
17%
23%
27%
28%
51%
Read newspaper and magazine articles
Researched the Internet for more information
Compared quality and performance ratings
Made a list of specific things that you wanted or needed
Made a list of specific questions to ask
Asked friends or family for recommendations or advice
Asked a professional in the field for recommendations or advice
Sources Used in Selecting Medical Care
Chose a Hospital Chose a Doctor
Source: Massachusetts Blue Cross Blue Shield, 2007
© 2015 Elissa Swift
23
Existing patients are an audience for whom there is not
extremely intense competition
• Given the intense competition in the market, current patients represent an “easy-to-
reach” audience
• With the increase in chronic conditions, the patient – specialist relationship is
becoming more important
• Current patients are the most easily influenced customer group
© 2015 Elissa Swift
Staff and other associates are likely promoters
25
Reputation /
Rankings
Excellent Care
Relationships(with physicians and patients)
Excellent Care
Access
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Excellent Care
Reputation /
Rankings
Relationships(with physicians)
Access
Experience
Excellent Care
Reputation /
Rankings
Relationships(with physicians and patients)
Access
ExperienceRecommenda-
tions(physician and patient)
Reputation
MDs
Referring
MDs
Potential
Patients
Existing
PatientsHospital
Relationships(with physicians)
Access
© 2015 Elissa Swift
26
Hospital associates are friends and family of potential
patients
Thinking about the last time you (___), which of the following did you do to help you choose?
50%
16%
13%
23%
40%
43%
51%
10%
11%
17%
23%
27%
28%
51%
Read newspaper and magazine articles
Researched the Internet for more information
Compared quality and performance ratings
Made a list of specific things that you wanted or needed
Made a list of specific questions to ask
Asked friends or family for recommendations or advice
Asked a professional in the field for recommendations or advice
Sources Used in Selecting Medical Care
Chose a Hospital Chose a Doctor
Source: Massachusetts Blue Cross Blue Shield, 2007
© 2015 Elissa Swift
How enthusiastic is your staff about the quality of care
and how can you use them to promote the hospital?
27
© 2015 Elissa Swift