I have posted this question to my students of Business Fundamentals Strategies at The College for International Studies (CIS). As of today, this is an issue embraced by many governments in their efforts to leverage market forces to lower the cost of health care and improve its quality.
Applying marketing strategies to a health system in general or a hospital in particular is the same thing as doing it for a non-profit organization. There are needs and wants to satisfy, there are different segments and there is a specific target to direct our efforts.
To be efficient in the health care industry, as in any other, you need to analyze, think strategically and communicate your added value services to the public.
In fact, just as an example, the same customer relationship management strategies used in the retail industry to generate a customer loyalty base, are being used by hospitals to market their services to patients and physicians. Hospitals are using CRM software to create targeted mailing campaigns and even personalized Web content that gives patients access to their own health information.
Marketing databases are also used to track information on physicians. This data is used to develop closer relationships or target individual doctors for recruiting.
Of course, this market driven approach is no substitute for a high quality clinical care. The goal is attract or educate patients, build brand recognition and recruit or retain qualified doctors.
Here is an interesting article about how hospitals see a promotional tool:
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