Healthcare marketing is a type of marketing that is completely different from other fields of this type. It has many specific nuances and sensitivities that require a customized marketing approach. So, if you are aspiring to go into healthcare marketing or are working in it, you must know about the 7Ps of healthcare marketing. The 7 Ps of healthcare marketing – Product, Price, Place, Promotion, People, Process, and Physical Evidence – provide a useful framework for developing an effective marketing strategy for healthcare organizations. Let us have a look at each one of them in detail.
The 7Ps of Healthcare Marketing
Product
The right product which will meet the patient’s needs is important. In the healthcare sector, the product refers to the services as well as the products which are offered to patients. But the key is in identifying patient needs as well as developing services and solutions to fulfill those needs. Healthcare organizations must work constantly and evaluate changing patient needs and advancements in medical technology to update their services. They also need to determine which services they want to focus on to build their reputation.
Determining the Optimum Price
For healthcare services, the price here refers to rates that are changed for consultations, treatments, medical tests, surgery, etc. When developing a pricing strategy, healthcare marketers must determine prices that maximize revenue while keeping services affordable for a wide range of patients. They also are needed to consider the competitors’ pricing to remain competitive. Healthcare organizations also benefit from offering tiered pricing for different patient segments.
Easily Accessible Services
One of the 7Ps is place and place, which refers to how and where patients can access healthcare services. Healthcare marketers must be able to determine the right locations and settings for providing services to their target patients. They also need to make services that are as easily accessible as possible with minimum waiting times. Some of the options to consider include hospital facilities, clinics, mobile clinics, home healthcare services, etc. Partnering with insurance providers also helps in making services more accessible to patients.
Promoting Services Effectively
In Healthcare, marketing promotion involves communicating information about healthcare services to raise awareness and also generate leads. Due to the sensitive nature of healthcare, promotions must be carefully and ethically crafted. Useful tactics include SEO-optimized content, email marketing, social media physician referrals, television and radio ads, community outreach programs, etc. The aim is to provide relevant and helpful information to patients instead of overly sales messages. Partnering with a medical marketing agency can also help develop the right promotion strategy and content. Marketing and the healthcare sector, together, when utilized, can lead to promotions which lead to much profit generation for the healthcare workers.
Valuing Employees and Patients
In the healthcare sector, people refer to both the employees and the patients. Healthcare organizations must be able to value as well as invest in their employees through reasonable compensation, growth opportunities, and work conditions, and also fostering a good organizational culture. Valuing the patient entails also providing a high-quality patient experience through good service, communication, and support. Patient satisfaction ultimately determines the success and reputation of any healthcare organization.
Improving Healthcare Processes
In the 7Ps of healthcare marketing, process refers to the systems and practices used to provide healthcare services. Healthcare marketers must be able to evaluate the existing process of maximizing operational efficiency, minimizing errors, and improving patient flow. Some of the useful techniques include the adoption of healthcare technology and information systems, workflow optimization, minimization of bureaucratic hurdles, and implementation of standard protocols. Smooth as well as well-designed processes have a direct impact on patient satisfaction.
High-Quality Physical Evidence
Physical evidence in the 7Ps of healthcare marketing refers to the overall facilities, environment, and quality of the materials. Patients draw their opinion about healthcare organizations on the ambiance and level of cleanliness they observe. High-quality physical evidence can be achieved through well-designed healthcare facilities, advanced medical equipment and technology, highly trained staff, and stringent hygiene and safety standards. A quality healthcare environment ensures psychological benefits to patients.
Conclusion
These are the 7Ps of healthcare marketing that help build a well-functioning healthcare sector. In this article, we have briefly discussed the 7Ps of healthcare marketing and each one in detail. That’s all, folks; I hope the article helped you get all the relevant information you needed.
