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The Importance of Patient-Centered Marketing in Healthcare Organizations
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The Importance of Patient-Centered Marketing in Healthcare Organizations
Patient-centered marketing is an important component of the marketing mix of any
healthcare organization (HCO) because marketing communications target people who either are
customers or have an influence on those who are. For the Happy Valley long-term care facility,
which targets mainly the elderly general population or the baby boomers, it is important to
acknowledge such needs and respond to them adequately (Ciemins et al., 2021). This shift in
demographics is one of the reasons that more people expect extra and individual approaches for
their families, friends, and themselves; for instance, private bathrooms and televisions in rooms
are considered peculiarities and not privileges.
First, patient-centered marketing helps to satisfy the needs of Happy Valley patients since
the services provided by the company correspond to these needs. Happy Valley will gain
important insights from the patients and their families perceptions and expectations through
surveys and interviews, which are qualitative (Amer et al., 2022). This provides a means of
effectively attending to these specific requirements and improves patient satisfaction and loyalty,
two critical factors that contribute to success, especially within the current highly teardown
competitive healthcare environment.
Moreover, patient-centered marketing is also fully aligned with the objectives of Happy
Valley's marketing plan because it would bring the focus of marketing on providing relevant
patient information, which would make it more objective and accurate. As pointed out by
Stevens and Silver (2015), in the case of healthcare marketing, the mutual plan of approach is to
understand the market segments being targeted closely. This means that for Happy Valley to
come up with marketing objectives and acts that are relatable and likely to attract the defined
target market's interest, the company needs to embrace patient-centered strategies. For instance,
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preserving the identifying characteristics in Happy Valley that are compatible with the amenities
the baby boom generation requires can help the center attract more patients from this age group
than it currently does against similar centers.
Conclusion
In conclusion, patient-centered marketing is important to Happy Valley's long-term care
facility since it helps align services provided by the organization with the patient's needs and
satisfaction, as well as strategic marketing initiatives such as using data to reach out to the
patients. Now, it not only allows them to meet current patients' expectations but also prepares for
further evolution in the healthcare field and subsequent facility strategies.
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References
Amer, F., Hammoud, S., Onchonga, D., Alkaiyat, A., Nour, A., Endrei, D., & Boncz, I. (2022). Assessing
patient experience and attitude: BSC-PATIENT development, translation, and psychometric evaluation
—A cross-sectional study.;International Journal of Environmental Research and Public Health,;19(12),
7149.
Ciemins, E., Joshi, V., Horn, D., Nadglowski, J., Ramasamy, A., & Cuddeback, J. (2021). Measuring
what matters: beyond quality performance measures in caring for adults with obesity.;Population Health
Management,;24(4), 482-491.
Stevens, R., & Silver, L. S. (2015). *Strategic planning and marketing in healthcare organizations*.
Retrieved from https://content.uagc.edu
Rao, S. K. (2012). Generating growth through patient-centered commercial strategies. *Journal of
Medical Marketing, 12*(4), 229-239. https://doi.org/10.1177/1745790412450170
