Service line marketing is about putting together a strategy that is focused around the services you provide.
In doing so, you are able to highlight, or feature these services in a way that resonates with your target audience.
A service line strategy is developed around services to improve performance and has been known to help hospitals meet quality and cost goals. But which services should you focus on?
Well, to begin with, you need to figure out which services provide the most traffic, and which services require more attention. Understanding this will help as you develop a plan to address areas that could use a stronger push.
This is a great tool for nonprofit healthcare organizations that don’t have a hefty marketing budget. By choosing a different specialty each month or quarter, you maintain the ability to promote yourself without breaking the bank.
In the beginning stages of service line marketing you must gain information; think of it like a clinical report card. You need to monitor performance, gain insight on patient satisfaction and staff efficiency on each service. Once you do that you’ll have a better idea of where you stand, and which service line needs more attention. From there you can decide who your target audience is and where they spend most of their time. This will tell you where you need to focus your marketing dollars.
A large part of service line marketing is knowing what people are looking for. There are months dedicated to observing and spotlighting different health issues. Take to google and learn the different keyword trends people are using that month to increase your efforts.
Remember that service line marketing is all about focusing on what you do best and how you’re a commodity to your community. Sharing your take on maintaining a healthy lifestyle and educating your audience will go a long way to gaining brand awareness.