As your healthcare branding strategy takes hold, it no doubt reflects a wealth of research on key audiences including your consumer base, internal stakeholders and key community members. There are most likely robust persona developments, customer mapping and online journey documentations that your team have outlined and committed to in terms of reach and activation.
And while it’s not new news, there remains a vital audience to incorporate into your healthcare brand strategy and budget as your marketing plans firm for the next year; referral sources. Too often, this key segment is treated homogenously and superficially without the same attention to detail and analysis as those previously mentioned. Outside your own organization, there remain unaffiliated healthcare professionals who see patients and oftentimes require more specialized intervention or treatments, and therein lies your opportunity.
Our recent work with the American Medical Association focused on providing marketing knowhow and tools to independent primary care physicians and specialists who are hungry for patient acquisition and retention. Since they are not part of large health system’s branding efforts, they look to their own practice and/or specialty society for support. You know how this story ends…in frustration and lack of real production.
As you rollout your marketing plans, conduct the same due diligence with referral sources as you do with others who bring success to your brand:
Identification –
- Who, where, and how many. These can include urgent/immediate care centers, family practitioners, physician assistants, nurse practitioners, school nurses, case managers and the lists go on.
Personas and Segmentation –
- Just like consumers, these audiences should not be grouped as “one” and treated alike. Develop insightful personas based on their needs, desires and tendencies (research here is most helpful). Then, develop marketing and messaging strategies that reflect these findings and create interest and activation. As with any targeting, there’s a “gold” category that can be created and catered to.
Strategic Outreach and Enfranchisement –
- As referenced, many independent referral sources will welcome the opportunity to be a part of your program. Whether it’s patient education materials or a better understanding of your services and professionals, outreach efforts can have big returns.
Analysis and Adjustment –
- Referral source marketing requires the same daily/weekly analytics as your website. Develop tracking mechanisms that can determine the traction you’re getting with different groups and practices. Continue to refine your “gold list” until it truly reflects the “20% who provide 80%” (aka the 20/80 rule) of your referrals.
Customer Service –
- Once this high-level list is determined, treat these customers like gold. Provide exemplary customer service strategies that recognize and reward them. You’ll see their value multiply from your investment.
The importance of referral source marketing has long been recognized. However, as health systems become bigger and employ more practices, there are fewer external referral opportunities. But only a handful of large health systems are truly airtight when it comes to internal referrals. Many still experience “leakage” and outmigration. Therefore, it behooves healthcare marketers to explore new referral sources in their markets. And, they are eager to “affiliate” with organizations like yours.
To learn more about key strategies for healthcare branding, visit www.springboardbrand.com or email me at rob@springboardbrand.com.