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In a marketplace of increasingly savvy and cost-conscious consumers and increased competition for healthcare services, healthcare facilities must take an active role in promoting their services to potential customers. Here, Matt Montgomery, senior vice president overseeing the healthcare division at Buxton, a consumer analytics firm, discusses how the success of healthcare organizations depends upon their ability to understand their customers. Q: One current concern for healthcare organizations is an increasingly competitive market for healthcare services. What is the most important step healthcare facilities can take to market themselves effectively to consumers? Matt Montgomery: The most important thing that existing facilities can do to understand potential customers and the performance of their services is to unlock the data they already have at their disposal. This data provides a treasure trove of insight as to how facilities are effective and how they can become more effective. This data can provide facilities with a great deal of information about patient demographics, which then can be interpreted and coupled with commercially available data sets to identify segments of consumers that are the best potential customers and provide insight about their lifestyles and media preferences. Facilities can ensure that their marketing is effective and efficient by knowing as much about their customers as possible and using this data in their market planning process. Market your healthcare facility to the savvy consumer (cont.)
Buxton Executive Speaks At Upcoming Conferences
This fall at the Society for Healthcare Strategy and Market Development (SHSMD) annual conference, Buxton executive Matt Montgomery will be a featured presenter alongside Cooper Corporate Solutions Vice President, David Atkinson. The pair will be hosting a session titled “Not All Patients are Created Equal: The Importance of Defining Your Best Patients.”
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