Wednesday, October 27, 2010

Value Marketing in Healthcare

What really was the impetuous for today's blog was a two-page, full-page spread from a major healthcare system. It caught my attention for the fact that there was a lot of copy and it was all about us. I looked for the value proposition and the compelling reason why this is important to me, but could not find any. A very expensive way to talk at someone.

With healthcare changing so rapidly, is it time to move healthcare advertising beyond "all about us" to the value and benefit we bring to you, the healthcare consumer. I mean, unless you are a brand new provider in the market, you have been telling your audiences all about your features and benefits for years now. They get it.

In today's world, it's about value and benefit to the healthcare consumer.

In today's world, it's about the answering the healthcare consumers question of what is my ROI for using you?

In today's world, you need to have a compelling value proposition with messaging that provides clear and understandable benefits to the healthcare consumer.

Value Marketing

Value marketing really, is making the case to your healthcare consumer how you are solving a problem, offering a solution, giving results and even making them happy.

Value marketing is a creative exchange between people and organizations in the marketplace. It is a dynamic transaction that constantly changes based on the needs of the individual vies a vie what the healthcare organization has to offer.

So instead of talking about what you do every day, talk about what the value and benefit is of what you do.

Instead of talking about programs and services that everybody else has, talk about the value and benefits those same programs and services and what they bring to the healthcare consumer.

Instead of saying we have the latest high-tech gizmo, talk about the value and benefit of what that latest, greatest high-tech gizmo brings to the healthcare consumer.

Instead of just talking about Healthgrades or Thompson Reuters Top 100 awards for care, talk to your healthcare consumer about the value and benefit of that award.

Instead of talking at your audiences, talk to them. Talk to them about your value and how you can solve their health problem by offering a value based solution to their healthcare concerns.

It's time for healthcare CEOs, Boards and healthcare marketers to stop doing over and over again those things that are out-of-touch with the new reality that is healthcare. The healthcare consumer is awakening and demanding more. More proof. More value. More benefit for them, not for you.


Back in August, I wrote about revenue opportunities under the Patient Protection and Affordable Care Act. Well, starting on Januarys 1, 2011, preventive services must be covered for all health plan members. So better get that preventive screening solution in place. It's a loss leader but the downstream revenue opportunity is large. Please see that August 2010 blog on what to do.

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Michael Krivich is Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association and can be reached at or 815-293-1471 for consulting services in strategic marketing, integration of sales and marketing, media relations and interim marketing executive leadership assignments. Huthwaite SPIN selling trained and a Miller Heiman Strategic Selling alumni, both highly respected and successful international sales training organizations , I can lead your organization though the challenge of integrating sales and marketing.

1 comment:

Eric Brody said...

Agree with your comments. Consumers really don't care about an organization's products and services -- they care about how your offerings can solve their jobs to be done.

Campaigning does have a role in the marketing mix. But increasingly, Connecting (on their terms; in ways that matter most to them and add more meaningful value to their lives) will separate winners from the "irrelevants."

Eric Brody