Marketshare for Healthcare

Your brand is your business. It’s your promise and value proposition to patients, referring doctors and payors – and the market share you achieve in the future will be directly related to your brand strategy. Hopefully, you have one.

Here’s an easy “brand litmus test” one: What one word does Memorial Sloan Kettering stand for? That’s right, “cancer.” Few hospitals have this luxury. However, Volvo is just a small player in a sea of automobile brands, and, a yet they own “safety.” What a powerful marketing asset that is. (By the way, do you know any hospital brand in the country that owns safety? With the need to drive down costs, reduce medical errors and dramatically lower the incidence of hospital-acquired infections, the hospital that owns “safety” in its market can rise above the rest. That’s a freebie!)

The marketing challenge for any hospital is focus. A hospital may do a very good job in multiple service lines and perceive itself to be the best in their market in two or more. But markets...