The Complete Guide to Service Line MarketingKaren Corrigan
Master the nuances of successful service line marketing.
This comprehensive book guides healthcare executives through proven marketing strategies to grow their service lines. You'll examine case studies of successful marketing campaigns and discover techniques that you can immediately apply to your own marketing approach.
"The Complete Guide to Service Line Marketing" explores best practices for market research and competitive analysis, and for presenting an effective campaign to the public. You'll strengthen the way you promote your vital service lines, oncology, cardiovascular, orthopedics, neurosciences, and women's health, and generate more physician referrals.
The successful marketing methods presented throughout this book will help you:
- Gain a strategic edge by applying best practices to your service line marketing
- Align your service line initiatives with your organization's strategic goals
- Maximize market research and competitive analysis to promote service line growth
- Adopt successful approaches from real-world campaigns, trends, and innovations
- Discover ways to promote vital service lines that are difficult to market
Take a look at the Table of Contents:
Introduction
Chapter 1: Driving Growth through Service Line Marketing
Evolution of service lines in the health industry
Current and emerging service line structures
Service line marketing opportunities and challenges
Chapter 2: Creating a Strategic Marketing Framework
Aligning strategic goals, service line initiatives and marketing investments
Marketing as strategy: markets, products, channels
Positioning and differentiation: creating sources of advantage
Service line brand strategies and structures
Prioritizing marketing resource allocations
Chapter 3: Marketing Strategies, Processes and Tools
Market intelligence: insights and discovery
Segmentation and targeting
Product design, development and positioning
Channel strategies and referral relationships
Promotions and sales
Payers, pricing and performance
Chapter 4: Developing the Service Line Marketing Plan
Engaging operational, clinical and physician leaders
Setting marketing goals and objectives
Outline for a service line marketing plan
Performance metrics and ROI
Chapter 5: Service Line Trends, Innovations and Case Examples
Cardiovascular
Oncology
Orthopedics
Neuroscience
Women's Health
General Surgery
Other Niche Programs
Chapter 6: The Marketing Success Formula
Strategy
Leadership
Performance
Who will benefit from this book?
- VP of Advertising
- VP of Marketing
- VP of Communications
- VP of Public Relations
- VP of Strategy
- Chief Marketing Officer
- Chief Operating Officer
- Chief Medical Officer
- Service Line Director
- Advertising Director
- Director of Marketing
- Director of Communications
- Marketing Manager
- Advertising Manager
- Administrator
About the Author: Karen Corrigan is chief strategy officer for Navvis & Company, a healthcare consultancy providing counsel on strategy, leadership, and performance to health systems, hospitals, and physician organizations. Corrigan is a leading proponent for value innovation in the health industry, and speaks and writes frequently on the development and growth of integrated health systems, competitive positioning and differentiation, and brand building and strategic marketing. She leads the firm's Innovator's Studio for chief marketing and chief strategy officers. Prior to joining Navvis & Company, Corrigan founded and served as CEO of The Strategy Group (TSG), a management consultancy specializing in competitive strategy in the health industry. Before TSG, Corrigan was the vice president of system development for Sentara Healthcare (Norfolk, VA), and previously held similar positions with other health systems in Virginia.
