One of the biggest issues in healthcare is the upcoming patient demographic change because of the aging baby boomer generation. According to Kipp Fesenmaier, vice president of business development for Vantage Outsourcing, this issue has already caused the marketing of ophthalmology programs such as cataract services to increase.
Marketing of ophthalmology services has not been widely done in the past. Now, however, some ASCs and hospitals are marketing ophthalmology to capture the growing volume of baby boomers who may need treatment for eye diseases and cataracts in the future. Those practices are ahead of the curve.
Marketing is beneficial to hospitals and ASCS in two ways: attracting patients and recruiting physicians. Hospitals need to market their ophthalmology so the community is aware the services are available. "While most big, academic campus-style hospitals are moving ophthalmology services to ASCs, the mid-level regional hospitals still need to market those services," says Mr. Fesenmaier. "Open houses and health fairs are the two biggest methods I see."
Smaller practices or ASCs need to market as well. Mr. Fesenmaier most often sees ophthalmology marketed through search engine optimization.
Regardless of the technique, hospitals and ASCs should begin marketing their ophthalmology sooner rather than later. Beginning before the baby boomer bubble fully hits will prepare practices and ASCs for the influx in potential patients. The preparation while patient volumes are steady should allow time to iron out kinks, perfect strategy and accurately target the ideal audience.
Here Mr. Fesenmaier discusses some current do's and don'ts of marketing ophthalmology programs to patients and physicians.
1. Do work with a physician recruiter. One bonus of marketing ophthalmology is that the efforts are dual-nature — they bring in patients and physicians. Obviously, hospitals and ASCs need both patients and physicians for ophthalmology services to operate with a profit. A physician recruiter can give insight into the marketing strategy to attract the right physicians to the practice. According to Mr. Fesenmaier, while marketing with billboards for cataract services may attract patients, a physician recruiter would provide insight on whether the same technique would attract physicians.
2. Do market with physicians. Marketing of ophthalmology does not have to follow the traditional path of newspaper, magazine, radio or billboard space. Mr. Fesenmaier has recently seen more grassroots marketing for those services. "I see lots of [physicians] and facilities reach out to nursing homes to address patient fears about eye treatment," says Mr. Fesenmaier. Open houses, coffees and small town hall-style gatherings can work to spread the word about the facility's services while also reaching the target audience. Patients may appreciate speaking with the physician directly. The meetings could act as a brief complimentary consultation. If the patient sees value in the meeting, they will be more likely to contact the physician or the practice for care.
3. Do run a full efficiency audit. According to Mr. Fesenmaier, not many practices are wiling to run a full efficiency audit because of the effort involved, but it is very beneficial in preparing marketing strategies. "A full audit will help inform benchmarks — cost of flow, cost of lenses, cost of equipment and costs related to the patient," says Mr. Fesenmaier. The audit results can inform marketing tools so patients know the costs as well as the advanced technology available. Additionally, audit information is alluring to physicians who want to know details of a potential employer.
4. Don't lock in with one manufacturer. Be careful when marketing equipment. You do not want to lock in with one manufacturer of intraocular lenses or a piece of equipment," says Mr. Fesenmaier. "Patients may not notice, but a physician may have a preference. The practice could lose potentially great physicians because of an oversight in the marketing strategy." While it is important to publicize the ophthalmology technology, especially when it is new, be cognizant of repeatedly marketing the same manufacturer and try to differentiate. "Using different manufacturers or vendors is a good practice regardless," says Mr. Fesenmaier. "It will help keep costs down."
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Marketing of ophthalmology services has not been widely done in the past. Now, however, some ASCs and hospitals are marketing ophthalmology to capture the growing volume of baby boomers who may need treatment for eye diseases and cataracts in the future. Those practices are ahead of the curve.
Marketing is beneficial to hospitals and ASCS in two ways: attracting patients and recruiting physicians. Hospitals need to market their ophthalmology so the community is aware the services are available. "While most big, academic campus-style hospitals are moving ophthalmology services to ASCs, the mid-level regional hospitals still need to market those services," says Mr. Fesenmaier. "Open houses and health fairs are the two biggest methods I see."
Smaller practices or ASCs need to market as well. Mr. Fesenmaier most often sees ophthalmology marketed through search engine optimization.
Regardless of the technique, hospitals and ASCs should begin marketing their ophthalmology sooner rather than later. Beginning before the baby boomer bubble fully hits will prepare practices and ASCs for the influx in potential patients. The preparation while patient volumes are steady should allow time to iron out kinks, perfect strategy and accurately target the ideal audience.
Here Mr. Fesenmaier discusses some current do's and don'ts of marketing ophthalmology programs to patients and physicians.
1. Do work with a physician recruiter. One bonus of marketing ophthalmology is that the efforts are dual-nature — they bring in patients and physicians. Obviously, hospitals and ASCs need both patients and physicians for ophthalmology services to operate with a profit. A physician recruiter can give insight into the marketing strategy to attract the right physicians to the practice. According to Mr. Fesenmaier, while marketing with billboards for cataract services may attract patients, a physician recruiter would provide insight on whether the same technique would attract physicians.
2. Do market with physicians. Marketing of ophthalmology does not have to follow the traditional path of newspaper, magazine, radio or billboard space. Mr. Fesenmaier has recently seen more grassroots marketing for those services. "I see lots of [physicians] and facilities reach out to nursing homes to address patient fears about eye treatment," says Mr. Fesenmaier. Open houses, coffees and small town hall-style gatherings can work to spread the word about the facility's services while also reaching the target audience. Patients may appreciate speaking with the physician directly. The meetings could act as a brief complimentary consultation. If the patient sees value in the meeting, they will be more likely to contact the physician or the practice for care.
3. Do run a full efficiency audit. According to Mr. Fesenmaier, not many practices are wiling to run a full efficiency audit because of the effort involved, but it is very beneficial in preparing marketing strategies. "A full audit will help inform benchmarks — cost of flow, cost of lenses, cost of equipment and costs related to the patient," says Mr. Fesenmaier. The audit results can inform marketing tools so patients know the costs as well as the advanced technology available. Additionally, audit information is alluring to physicians who want to know details of a potential employer.
4. Don't lock in with one manufacturer. Be careful when marketing equipment. You do not want to lock in with one manufacturer of intraocular lenses or a piece of equipment," says Mr. Fesenmaier. "Patients may not notice, but a physician may have a preference. The practice could lose potentially great physicians because of an oversight in the marketing strategy." While it is important to publicize the ophthalmology technology, especially when it is new, be cognizant of repeatedly marketing the same manufacturer and try to differentiate. "Using different manufacturers or vendors is a good practice regardless," says Mr. Fesenmaier. "It will help keep costs down."
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