Core Skills in Marketing, PR & Reputation Management for Clinical Services

Successfully influence your reputation, referrals and visibility

A successful service today needs to manage it reputation, image and positioning to ensure that it enjoys a healthy flow of the right patients, thus impacting funding. This intensive course is practical, fast-paced and covers the critical principles necessary for effectiveness across the arena of marketing, PR & reputation management. It is designed to help clinical services to take charge of their future.

This course is part of the Clinical Business Excellence Series.

• Understand the core principles of marketing success from a clinical perspective
• Develop a strategic plan to ensure continual patient throughput
• Learn how to influence the financial success of your service
• Discover how to utilise patient perception effectively
• Understand the core principles of reputation management
• Make sure your service is perceived as intended

STRATEGIC MARKETING

• Understanding competition & financial flow
• The rules that everybody plays by
• The importance of reputation in the modern marketplace
• What do we mean by marketing & PR in healthcare?
• The importance and dangers of not addressing it
• What you can and can’t do
• Mapping your referral demographics
• What factors influence referral – positively or negatively?
• Measuring & addressing the factors of greatest importance
• Patient choice and the importance of perception
• Developing a robust strategic marketing plan
• Segmentation, Targetting & Positioning
• Understanding the customer from a marketing perspective
• Referral and ‘buyer’ behaviour – using the AIDAS model
• Competitive analysis – know thy opponent and what they are doing
• Developing a differentiated service offering
• Developing a compelling value proposition
• The importance and process of ‘brand creation’
• Living the brand – a total team approach
• Considering case mix in attraction strategies
• Understanding the modern GP context
• GPs as customers – developing effective marketing & PR strategies
• Working in partnership with GPs, rather than in competition
• Influencing the GP commissioning process
• Ensuring that a strategic marketing cycle runs effectively

OPERATIONAL MARKETING

• Translating your startegic plan into an operational one
• Setting & managing referral targets
• Matching marketing approaches to capacity and capability
• Core principles in operational marketing
• Innovating in getting the message across
• Top strategies for conveying the value proposition cost-effectively
• The importance of ensuring brand consistency
• Effective use of the web & websites
• Critical considerations in website planning
• Developing appropriate dialogue with the end user
• End user experience as an enabler of referrals
• Actively managing the patient feedback arena
• Measuring the impact of your attraction strategies

REPUTATION MANAGEMENT

• Reputation management as a derivative of marketing
• Defining a busines-enabling reputation
• Core principles in building a reputation
• Activities that build your reputation
• Measuring the reputation - through others eyes
• Tying strategic evolution to reputation

The course is very practical, designed to provide participants with working methodologies and clear instructions to enable them to apply the new skills directly on return to service. The format consists of lectures, case studies, discussions, individual and group exercises. It's fast-paced and highly productive.

These are other courses that provide a good companion to this course.

• Advanced Communication Skills for Healthcare Professionals