EHRs. Obamacare. MU. Medicare. HIX. Readmission rates. ACOs. Population health. PCMH. The healthcare industry's buzz words are a deafening swirl of acronyms and high concepts.
But at the end of the day, healthcare is all about numbers: patient outcomes, patient visits, patient volume. Marketing leaders know that marketing is a numbers game too: return on investment, page views, open rates.
It makes sense, then, that strategizing on how to achieve measurable results makes for solid common ground between physicians and marketers—an advantageous partnership not often capitalized on in many organizations.
By aligning hospital physicians with the marketing department and its strategies, the patient experience and marketing goals both stand to benefit.
Involving Physicians in Patient Acquisition
Physicians and marketers work in tandem at Holy Redeemer Health System in Meadowbrook, PA, believing that the stronger the partnership, the better the marketing outcome.
"Physicians deliver a patient experience that either reinforces the brand or not," says Christine Holt, chief experience officer. "Their presence with patients in the real and virtual worlds is an important part of marketing success. They also drive patient volumes through referrals and their affiliations with the healthcare system. As such, they have a big role in patient acquisition and retention."