Healthcare marketing management: how to attract and retain more patients?

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Healthcare marketing management is crucial for companies in the sector to remain relevant in the market, attracting and retaining more patients.

Key takeaways from this article:
Marketing is a fundamental strategy for companies in the healthcare sector to remain relevant in the market and increase their profitability.
Among the various marketing management activities, we can mention: lead generation , production and publication of relevant content, management of social networks, and management of branding strategies.
To take the first step and start managing healthcare marketing, it is necessary to make a diagnosis, develop a plan, structure an action plan and monitor results and indicators .
One of the great advantages of implementing marketing management in healthcare is the valuable insights generated about customer behavior. Learn how to turn insights into sales in: Guide to saving time by selling to ideal customers
However, we know that for such a traditional segment, marketing management can seem like an uncertain and risky investment.

But, in reality, it is through this practice that it is possible to expand in the market, become a reference and win more qualified patients.

In this article, we will demystify the idea that this strategy is only efficient for startups, and show how advantageous healthcare marketing management can be!

Stay with us and continue reading the article!

What is healthcare marketing management?
Healthcare marketing management is a set of actions aimed at better marketing results that list of turkey cell phone numbers can be applied by different types of healthcare organizations , such as:

hospitals;
clinics;
laboratories;
health plan operators;
pharmacies;
home care services;
manufacturers and distributors of products and equipment.
Regarding the actions taken in healthcare marketing management, we can mention several different activities that, in a unified manner, aim to increase brand visibility , such as:

production and publication of relevant content ;
website design and content;
lead generation;
social media management;
interaction with customers;
branding.
In general, marketing management must pay attention to all actions carried out at the different hierarchical levels of the company, namely: operational, tactical and strategic.

This means that processes, people and strategies must be managed so that they can provide value to the public, and thus achieve the objectives present in the company's strategic planning .

For healthcare marketing management to be carried out assertively, it is necessary to provide technical effort, that is, a qualified workforce to guide the processes of creating the marketing plan, the market research processes, understanding and studying the target audience, and even defining more competitive pricing strategies .

How important is marketing management in healthcare?
Healthcare marketing management goes far beyond winning over patients!

See below some benefits obtained through this strategy.

Greater knowledge about the public
As we mentioned previously, within healthcare marketing management, surveys, studies and market research must be carried out to enrich marketing strategies.

With this, in addition to gaining more knowledge about the customer profile they want to attract , the marketing team can obtain valuable insights and share them with the sales team, so that they are more successful in their approaches.

Do you know what types of customers there are? Discover the six main ones!


Higher levels of patient loyalty
Healthcare marketing management should be focused on patients. By understanding their behavior, it is possible to create campaigns aimed at serving them in the best way possible.

By doing so, the company strengthens its relationship with patients , who feel more satisfied and, consequently, the company's customer loyalty levels are high.

Optimizes internal processes
Planning is part of management. Processes and activities must be well structured and planned so that the internal team can increase productivity in their activities. When this happens, deliveries are improved and internal processes are optimized.

Generates growth for the company
Healthcare marketing management practices must be focused on the objectives that the company wishes to achieve. There is no other purpose than this, and that is why it becomes so decisive for the sustainable growth of the organization .

Increases credibility
Marketing aims to show potential new patients how efficient your service is, regardless of what it is.

This can be done in several ways, such as through digital marketing, content marketing , relationship marketing, among other areas.

These tactics help your company build, or maintain, a relevant name in the market and promote its credibility .

How to do marketing in the healthcare sector?
To start managing healthcare marketing, you need to consider four fundamental pillars. They are:

Diagnosis;
Planning;
Action plan;
Follow-up.
We explain each of them and their importance. Follow along:

1. Diagnosis
Before making any moves, you must understand how your company's marketing performance is currently.

If you don’t have a defined marketing management yet, you should ask yourself “ what am I going to measure if I don’t have any marketing tools or tactics? ”

Do you have a website, even if it’s a rudimentary one? If so, we can start analyzing its performance !

Understand the number of visits and how visitors reach you.

In addition, you need to look at the external environment as well. Try to understand how your direct competitors are acting.

With that in mind, map out your strengths and weaknesses. To do this, tools such as SWOT Analysis and BCG Matrix can help you!

2. Planning
Once you understand how you should act to achieve better results, it's time to establish a marketing plan , also known as a marketing plan.

For this specific step, we recommend reading the article Strategic marketing planning: what it is, its importance and how to do it in 8 steps .

In it, we explain in detail how to put together a good marketing plan step by step, and share tips to make it even more efficient. Be sure to check it out!

This will help you optimize your marketing efforts and achieve your goals more consistently.

3. Action plan
An action plan is a document used to guide the work carried out to achieve a desired result. Activities are organized and delegated to those responsible for the task so that they have a better understanding of what needs to be done. This way, everyone on the team is aware of what needs to be done.

Furthermore, deadlines and goals must also be established and included within the action plan.

One of the methodologies created to facilitate the process of developing an action plan is the 5W2H action plan . It is worth learning more about and using this tool!