Resources Mentioned in Today's Episode
Key TakeAways
Consumer Targeting
- Hospitals will have a small window of time to fill their surgery queues, identify which procedures they’re most equipped to perform and think about the kind of financial impact they want to make during this time.
- Start at the bottom of the funnel with patients whom you already know.
- Then, move on to patients that need surgeries your hospital is most equipped to perform. You can get them in quickly and provide financial stability for your hospital at the same time.
How Do Health Systems Implement This?
- Marketers will use the “outside-in approach” when patient information isn’t available.
- There’s also the “inside-out approach,” which allows access to customer databases so that marketers can focus on patients that are most at risk.
- We start by following this approach:
- Who is the audience?
- What are the procedures we’re most operationally ready to return immediately?
- Then we communicate through the most appropriate channel to meet this audience.
Learning from Patient Behaviors
- We are looking at the patient information that is readily available at the hospital’s disposal and then we start leveraging that information for audience creation.
