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Marketing
Marketing
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Patient Choice is driving the emerging NHS market and although relatively small numbers of patients are choosing alternative service providers, all trusts should begin to embrace the management processes and skills that marketing offers to their organisation. Even if only one percent of GP referrals choose to go to an alternative service provider, few trusts could imagine losing 1% of their annual GP referral revenue. Marketing has many different disciplines and tools for different situations. At a corporate level, marketing can help organisations understand the market place they are, and intend to operate within. Strategies can be formed in alignment with corporate values and objectives, taking into account threat from competition and the organisations key strengths, whilst considering any organisational weaknesses. We are often asked about branding and its role in the NHS. Our MD, Richard Hudson has been published and gives lectures about branding and brand strategy. There is a link to his latest article on this site here: Brand Strategy for Acute NHS Trusts At a different level, marketing can be used to analyse your services individual strengths and weaknesses, assessing the opportunities available to them through evidence-based analysis. K&M are already working with NHS Trusts in healthcare marketing. We have developed and implemented marketing strategies to increase patient numbers in NHS private healthcare as well as elective and specialised NHS services. |
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