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

CPD Points: 5, This is a 1 day Course

Description

Discover the art of attraction necessary in a competitive healthcare marketplace

The modern healthcare marketplace demands that attention is paid to successfully attracting patients into a service, so that funding follows under Payment by Results. Clinical teams themselves are best placed to develop effective attraction strategies, just so long as they understand the principles of engagement. This course develops the necessary core skills and principles around ensuring a consistent flow of patients and successful long term growth. You’ll find it practical, fast-paced and very productive.

Content

• 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
• Market scanning – ensuring you know what you need to know
• What factors influence referral – positively or negatively?
• Measuring & addressing the factors of greatest importance
• Patient choice and the importance of perception
• Predicting and forecasting
• The strategic marketing plan from a clinical perspective
• Who is the customer?
• 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
• The importance and process of ‘brand creation’
• Living the brand – a total team approach
• Setting referral targets
• Considering case mix in attraction strategies
• Matching marketing approaches to capacity and capability
• Developing appropriate dialogue with the end user
• End user experience as an enabler of referrals
• Understanding the modern GP context
• GPs as customers – developing effective marketing & PR strategies
• Working in partnership with GPs, rather than in competition
• Measuring the impact of your attraction strategies
• Marketing learning – improving effectiveness over time
• Embedding strategic marketing principles across the team
• 10 essential strategies that every service should know

Benefits and objectives

• 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
• Create an evidence-based approach to financial security
• Make sure your service is perceived as intended

Course type and teaching methods

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.

Target Audience

Doctors	Nurses	Bus & Admin	Allied Pros
Junior Middle Senior	Junior Middle Senior	Junior Middle Senior	Junior Middle Senior

Book Now By Phoning
01332 821260

Quote Course Reference: 255

DATES & LOCATIONS

Pricing Details