In my previous blog, I announced a new series of blogs focused on promoting cancer programs. The world of cancer care is changing rapidly and competition among cancer centers is intensifying. The battle for attracting cancer patients is raging at full strength, even when few realize it.
There are two powerful forces that are shaping cancer care as we speak. First, supply and demand continue to grow out of balance because of a sustained surge in demand as the population grows and ages, revenues decline, treatments continue to cost more, regulation is increasing, shortages of physicians and nurses increase, and cancer drug shortages are growing.
Second, competition is intensifying due to the ongoing consolidation of cancer programs into large regional and national networks, an increasingly internet and social media-savvy population and, last but not least, a growing number of public ratings – e.g., the federal government’s Hospital Consumer Assessment of Healthcare Providers and Systems, US News & World Report, HealthGrades, etc. – that are available on the internet.
Instead of responding effectively to these profound developments, many cancer programs still promote themselves in very limited and conventional ways. To be perfectly blunt, the vast majority of cancer centers still erroneously assume that “since we built it, they will continue to come”. Those days are, unfortunately, over in this brave new world of cancer care.
The root causes of cancer programs not adjusting to the new realities are ten common and rather lethal mistakes that most cancer centers make in their promotional efforts, or lack thereof.
1. Not knowing your customers (who they are and what they are looking for)
2. Not creating value from your customers’ perspective
3. Taking the geographic position or reputation of your center for granted
4. Underestimating your competitors and overestimating your capabilities
5. Not being able to clearly differentiate yourself from your competitors
6. Being hard to find physically and on the internet
7. Not having clear goals and a game plan for growth (level of ambition)
8. Not knowing the difference between marketing and business development
9. Not leveraging the modern media, including the internet and other social media
10. Not tracking your Return on Investment in promotional efforts
I will discuss each of these common and deadly mistakes in blogs during the coming weeks.
But don’t wait for my next blog.If you are concerned about maintaining or increasing your patient volumes, please call me or email me to explore how I can help your cancer program effectively master this brave new world of cancer program marketing.
Yours in Oncology Excellence,
Paul Schilstra
President
If you have any questions, contact primeASCENT by calling 410-444-6024 or click here today!
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