Hospital marketing: The mark makes the difference

Peter Claussen, reports at the 1. Hamburg symposiums of the integrated supply in the CCH (openPR) - which sounds completely natural for enterprises, finds in the health market still little spreading: Mark management. Is the time long past, in which achievement offerers could rely such as hospitals and physicians on a continuous supply of patients due to their local catchment area. Nowadays the Reputation of the physician plays likewise a role like the service achievements of the hospital. Patients select also far distant treatment places, if the achievement is correct there for them. A strong mark can affect the choice of the patients thereby much.

A mark is, an unmistakable mental image of a product and/or a service embodied in the thought and feeling world of the potential and actual customers - up to that of an enterprise. The label name is usually supported by a Logo, there symbols in the play with emotions, memories and feelings of feelings to cause can - ideally positive memories or vergnügliche thoughts.

Several functions come to this marking. A mark is to facilitate, to guideline assistance with the selection of achievements give their identification, when quality seals serve, for confidence in relation to the enterprise to provide and an image for the enterprise to beyond that develop. To that extent it depends on a consistent and above all uniform conversion in the representation, all the same whether on the writing paper or in the email, the premises or in the behavior.

These Kraft of the mark in the health market still little is used. Straight within the health range with explanation-needy products with high uncertainty and Intransparenz comes to the mark management a special meaning. Because which is natural for the physician, it can deter the patient in the most extreme case so much that he locks to his personal disadvantage for this product. A descriptive example for this is the integrated supply (IV). The few patients will understand and to compare in such a way will be able contents of the respective iv-contract, what them different models at advantages to offer. The instructions over rights and obligations in the small print will contribute their remaining to the fact that the patient faces rather still more reserved than more unlocked the IV. Succeeds now presenting this iv-contract in the context of a mark which is loaded with positive attributes, then this facilitates the possibility around a multiple of winning patients for this model.

„Who goes consistently the way of the mark politics and which own hospital or the own iv-group positions as mark, obtains a crucial competition advantage. To the positioning elements, which waived for security, warmth, „well its “, sympathy, but evenly also medical authority, “so Peter Claussen von Claussen Communication, Hamburg on that 1, are important. Symposium of the Intergrierten supply in the Hamburg CongressCentrum (CCH). „We use an emotional picture language with few, but meaningful text in our consultation and a warm Tonality of the assigned media, without neglecting thereby the medical authority, “so Claussen further. Thus the new innovative supplying forms of the integrated supply already receive a bond of trust in the apron, which makes itself paid at the time of the conclusion of iv-contracts. Information under www.krankenhausmarke.de

Claussen Communication
Peter Claussen
Rachoniweg 29
25474 Bönningstedt
Tel. (0 40) 180 50 701
Fax (0 40) 180 50 704
www.claussen-communication.de

Emphasis of the work is the consultation of medium-size enterprises as well as smaller enterprises and organizations - both in the range of the classical pressing and public work and in the range of the structure of mark and the mark politics.

Special an emphasis of the consultation e.g. is on the range “health service” with its innovative development of new supplying forms like the integrated supply or hospital marketing.

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