Healthcare Marketing and Service Lines

Healthcare Marketing: Do You Know What Service Line Leaders Want to Know From Your Marketing?

When selling to hospitals today, the role of the service line leader has become more important than ever before. One of the challenges the service line leaders face is the multiple hats they have to wear between clinical responsibilities and growing the service line business.

There are a number of drivers impacting service line leaders today:

  • C-suite expectations (margin, growth, quality, efficiency)
  • Operational expectations (financial, efficiency, nursing)
  • Physician expectations
  • Patient expectations

Selling into hospitals today is the quintessential complex sale. Each audience has its own need orientation from C-Suite to service line leader to physician. Understanding these drivers is what separates your product or service from getting an audience or falling in the black hole.

The Solution for Marketing to Healthcare Organizations

Rather than experimenting or guessing, start with BeaconFey’s proven process:

1. Identify who chooses your products and services and why.

2. Determine what organizations are not choosing you and why.

3. Show how your brand promise compares to the competition.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current clients to stay, attract new clients and drive future growth. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Online Marketing in Healthcare

Online Marketing in Today's Healthcare Environment

“The most influential are the most helpful.”

This is especially true for healthcare providers. If you want to become a leading source that patients turn to online, you have to be helpful, answering their concerns as quickly as they’re asked and easing their fears. If you want patients to become more informed, then inform them! http://www.fathomdelivers.com/blog/healthcare/patient-engagement-in-healthcare-what-is-online-marketings-role/

We live in a world that allows us both access to others and access to information. This shift has had a major impact on the way healthcare (and other such organizations) have to market their product. Engaging in authentic and helpful dialogue with their patients will help promote their brand and provide an essential service.

Why is patient engagement so important? How does this affect our healthcare system? Can this shift lead to improvements across the entire healthcare system?

The statistics are overwhelming and do seem to speak for themselves:

  • 83% of Americans don’t follow treatment plans given by their doctors exactly as prescribed
  • 42% of Americans feel they would be more likely to follow their prescribed treatment plans if they received encouragement and coaching from their doctors between visits

Patient engagement is a matter of life and death. According to a 2009 Kaiser study of coordinated cardiac care:

  • Patients have an 88% reduced risk of dying of a cardiac-related cause when enrolled within 90 days of a heart attack, compared to those not in the program
  • Clinical care teams reduced overall mortality by 76% and cardiac mortality by 73%

Building a healthcare system based on support, care coordination, and engagement of patients is how we can reform our population-based mode of care and truly provide personalized medicine. Through continuous patient engagement we can learn how to improve care for the individual.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Segmenting the Hospital World to Maximize Your Opportunity

Marketing to Hospitals and Healthcare Organizations: Segmenting the Hospital World to Maximize Your Opportunity


When marketing and selling to hospitals or healthcare providers today, understanding the sweet spot for targeting and maximizing your sales funnel is critical.

It is kind of like fishing. Knowing which ponds, which fish and which bait they like increases your odds of catching fish.

For example:

  • Of the 5010 community hospitals, roughly 7 out of 10 are under 200 beds
  • There are approximately 195,000 internal medicine, family practitioners
  • Approximately 79,000 are owned by hospitals as of 2012
  • Hospitals are losing on average $100,000 per owned primary care physician practice
  • Primary care physicians average about 2,100 patients per practice. They are working harder and making less money.

Understanding these targeting insights can make the difference of a successful sales program and coming up empty. A client recently client reviewed their segmentation strategy, which netted out to one market segment worth about 90 targeted prospects. After translating the market analytics, we expanded their targeting to nine different segments and over 3,000 prospects.

In short, we have a long history of consistently meeting and exceeding our healthcare clients’ marketing goals. We know healthcare, which means we can translate your product or service features to benefits that resonate with healthcare professionals.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

40+ Proven Healthcare Marketing Solutions

More Than 40 Healthcare Marketing Solutions that Generated Better Results Faster

  1. Award winning Alternative Health program
  2. Right time marketing programs for Assisted and Independent Living Senior Care
  3. Double Digit increases for Adult Day Care
  4. Repositioned one of the nation’s top Burn Centers
  5. Packaged and positioned new fast track Breast Care services resulting in double digit growth
  6. Conducted hundreds of hours of marketing research on Baby Boomers while creating nationally syndicated marketing program
  7. Developed integrated communications campaign targeting Back Pain consumers featuring navigator to pull lead generation
  8. Trademarked 6-step approach branding and positioning that has been heralded in publications throughout the US
  9. Packaged and implemented one the nation’s most successful cardiovascular lead generation campaigns
  10. Developed programs for multiple cancer programs throughout the US including Multi-D, MIS, Clinical Trials, Screenings and various subspecialty areas – prostate, breast, etc.
  11. Created and packaged new corporate ID systems that stand the test of time
  12. Developed fully integrated customer retention marketing – the most profitable marketing strategy on earth
  13. Drove 26X increase in sales from database cross-selling to underutilized customer segments
  14. Created launch-marketing for over 2 dozen Emergency Departments garnering 5-7% volume increases
  15. Marketed some of the largest fitness brands in the US
  16. Packaged GYN physician strategies and minimally invasive marketing programs
  17. Attracted new customers and built nursing staff for home health programs 18.
  18. Marketed one of the nation’s largest hospice center
  19. Packaged reference guide to marketing to older adults for sensitive services like incontinence
  20. Created brand campaign resulting in double digit growth for one of the fastest growing most profitable outpatient segments, Diagnostic Imaging
  21. Increased digital marketing program inquiries by 130% with click through rates 3x above category average
  22. Generated multifaceted Joint Center programs targeting both consumers and physicians while linking to webinars
  23. Developed life stage marketing programs to connect programs and services for each stage of life
  24. Performed thousands of hours of market research with consumers, MD’s, referral coordinators, employees, and insurance companies
  25. Developed and marketed medical office buildings, site analysis and geo-demographic profiling
  26. Implemented comprehensive neurosciences strategy and campaign generated up to 10% increase in cases targeting physicians and consumers
  27. Marketed some of the leading Women’s Health programs in the nation, including OB, GYN and NICU, as well as spoke at many different forums on how women influence the healthcare decision
  28. Integrated marketing for B-to-B occupational health including employer segmentation analysis, direct response programs, sales plan development
  29. Recognizing that 1 out of 7 consumers change insurance every year, BeaconFey has created multiple marketing strategies during open enrollment to connect consumers with new providers during open enrollment
  30. Spent years driving increased market share by modality for services like Osteoporosis
  31. Developed a full arsenal of pain management strategies to find and retain these consumers
  32. Pioneered the first hospital physician relations program in the US and have developed hundreds of these programs
  33. Created newly owned physician brand development and revenue maximization to stop the financial bleeding
  34. Recruited physicians in less time by applying best-practice marketing principles
  35. Carried out physician referral research pattern analysis that produced over 100x their value in results
  36. Marketed pediatric specialty services, the area of highest consumer sensitivity
  37. Understands nuances of marketing psychiatric services and has won one the nation’s highest creative awards marketing eating disorders
  38. Marketed advanced database approach for Pharmacy services and developed extensive direct response, research and sales training that has resulted in millions of dollars of increased sales
  39. Launched and marketed Optical services in highly competitive market spaces
  40. Earned an extensive track record from demand analysis to site location comparison to a full complement of consumer marketing tactics
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