Lessons that apply to hospital marketing...

Any decent buffet has foods that please 85% of the population. Meats, cheeses, potatoes... the typical fare.

Once your business hits a natural plateau, it’s tempting to invest in getting more people to come. And what most buffets do is double down. Now, they have bacon, plus they have beans with bacon and turkey-wrapped bacon. Now, instead of one chocolate cake, they have three.

This is essentially useless. You haven’t done anything to grow your audience. The base might be a little more pleased, but not enough to bring in any new business. And the disenfranchised (the vegans, the weight watchers, the healthy eaters, the kosher crowd) remain unmoved and uninterested. And one person like this out of a party of six is enough to keep all six  away.

So, there are two ways to go. Much deeper, or a bit wider.

from Seth Godin.

Wider or deeper? In concert with deep quantitative analysis of service line performance, your future lies in an ability (or inability) to answer the 'wider/deeper' qualitative questions.

What is 'value' in the hospital setting?

1. It is numbers/figures based on income generated per service line (assuming you've got *some in the black).

2. It is trending needs/wants from the community you serve.

Ignore either and you're liable to end up like GM or the multiplicity of newspaper organizations cutting coverage en masse.

What would America look like without the general hospital? Who knows.

But if you don't ask the 'wider/deeper' questions, we may have the opportunity to find out.

Posted via web from Jen's Posterous

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