Thursday, April 12, 2012

Can hospitals use webinars drive volume and revenue?


In this day and age, with internet savvy audiences and patients who are networked to the web, social media, information and such, it seems silly that most healthcare providers would continue to offer only one way for individuals to access health and wellness programs. If you're not using webinars, then you're not meeting your patient/customer needs.

And it's pretty easy to do.

Using WebEx, Talk Ready, Go To Meeting for example, a 30-45 minute health and wellness seminar can be given on a day and tme more convenient for your audience. They can be recorded and archived on your web site for consumer play back at anytime of their choosing. You now begin to build up a library of self-generated health information that is branded to your organization, contains your key messages and promotes a specific service line or targeted capability.

Think about the possibilities for reaching out to employers this way as well. A webinar directed at Human Resource professionals in local companies.

For Accountable Care Organizations (ACOs), a way to keep in constant contact with your members providing targeted health information.

For physicians a way to hold a department meetings or offer CEU program that can be more convenient to them.

For the media and local press, a way to hold a press conference or announce a new service or technological application when they say there not coming on site.

The possibilities really are endless. Your imagination is your only limit here.

Okay, you can't do wellness screens this way, but it could be used to drive volume to the screens as a follow-up to the webinar.

Your Return on Marketing Investment

This strategy and tactic is designed to capture downstream volume and revenue. Let's face it, initially there is little return on a webinar. It's the post webinar relationship management and communication activities that bring the return. By capturing a webinars attendees information, you now have actionable data on which to design more effective marketing and communication programs. Mass marketing that is individualized. You can create a relationship that is more meaningful because it is based on their needs. You're improving customer experience.

So, its 2012 and change in healthcare, well it will be never ending. Time to expand your arsenal of strategy, tactics, tools and techniques to build relationships, loyalty , volume and revenue.

Michael Krivich is an internationally followed healthcare marketing blogger with over 4,000 monthly pages views in over 52 countries worldwide. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association.

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