Intense competition has brought about quite a radical shift in the thought processes of radiologists. Gone is the belief that strictly business processes like marketing are alien to the core values of medical science and in its place, there is a new-found realization that radiology marketing is the key to surviving and flourishing in such competitive times. But easier said than done. Radiology marketingcan only hope to achieve its objectives if the plan incorporates all the three basic steps—market research, promotion, and evaluation of the radiology marketing efforts.
This is a critical component for the success of a radiology marketing plan and involves identifying the target audience—comprising both the customer that is the referring physician who initiates the need for a radiology service and the consumer who ultimately buys the service—and analyzing their media consumption habits, tastes and preferences. This research paves the way for creating the perfect marketing plan where the right marketing message reaches the right group of audience to have the desired impact. A careful study of the media consumption habits of the target audience is also the pre-requisite for determining where to place the messages so that they catch the eye of the largest number of members from the target audience group. The latter is the promotional part of the radiology marketing process.
Promotion consists of determining the media channels that will carry the marketing message and the frequency and duration of flashing these messages. This is essentially the media mix and the most effective marketing plan combines a judicious mix of both traditional and new media outlets.
Evaluation of the Marketing Efforts
This is probably one step that most marketers are likely to forget and most health care clients prone to overlook. But it is the only way the success of all radiology marketing efforts can be gauged. In fact, periodic market surveys and evaluation exercises ensure that gaps and inconsistencies in strategy are detected and modified at the earliest, that is, before more funds and energy are expended on them.
We, at the HealthCare Marketing Group, ensure that the radiology marketing plans that we craft for our clients, do not lack these steps. This is probably the secret of their resounding success. Call ustoday at 800-258-0702 to know how we can help you or take our FREE radiology marketing survey.