The office is set up, but the patients aren’t streaming in. You may feel dismayed, wondering whether this was a mistake. However, with some strategic planning, you could inject positive change. Developing a contacts list Divide your contacts into patients, media sources, doctor referral sources, medical aids, and employers. Demographics of the patients the hospital is targeting, offering use of its services may be sourced from the hospital’s marketing team. Important data to elicit are age, sex, race, average income, predominant health problems, residential areas, and medical aid membership. Different target groups may respond to different messages. However, add a personal touch to help increase word-of-mouth referrals. General doctor’s information is obtainable from Ampath, Lancet, and hospitals. Media sources include community newspapers, free magazines, digital sources (Facebook and websites, not only the hospitals), and support groups. Businesses Encourage referr...
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