If your Nonprofit Healthcare Organization’s patient mix is not what you want, go to the web.
We get it. Nonprofit Hospitals and Nonprofit Healthcare Providers can sometimes find themselves struggling to balance duties and reality.
It’s often a dichotomy of two parts of your mission that can feel like they’re conflicting with one another — causing you stress and confusion about which way to go. A universal struggle among all Nonprofit Healthcare Organizations is having to write off hundreds of thousands of dollars of care to the community, while [at same time] having to pay the bills that keep you operational. It’s one of many struggles, but it’s something that might be a little bit easier to balance than you thought.
It all begins with perception. Take a moment and ask yourself: How does our community regard us?
Do they think of you as a charity?
Or, do they think of you as a provider of world-class medical care?
How you’re perceived greatly influences where you are and where you’re going, because your brand belongs to your audience and they control how you’re shaped. And if you don’t know what people think about you, maybe it’s time for an assessment. Go out into your community, survey current patients, hold focus groups, and talk to your staff to try to get some insight. What’s the climate of thoughts and feelings surrounding your organization? Like I said, it all begins with perception, and you can influence perception if you’re in control of it.
So let’s say that most people think of you as a charity. Now, I’ve often said that embracing your nonprofit status can be your most powerful tool for creating emotional connections with the community. However, too much emphasis can cause an issue on the financial side of things. Because if you only focus on the charity aspects of your organization, you’re likely to find your waiting room unbalanced. And most importantly, from a business perspective, you want insurance carriers and private pay in the mix to even things out. So how do you influence this? Look to the web.
The Internet has become such a significant “front door” for healthcare providers. And hospitals that lack an online presence are missing out on all those potential patients who might find themselves in the waiting room — especially those blue chip insurance holders and high-end private procedures. A powerful website, social media engagement, and some online marketing can greatly change your patient mix for more stimulating patients and cases.
Because even if your Nonprofit Healthcare Provider is well-liked by the community and booked with patients on a day-to-day basis, being busy is no assurance for attracting an optimal balance of cases and patients.
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