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MARKETING & PUBLIC RELATIONS... MARKETING & RELATIONS...

Respect the Physician as ‘Influencer In Chief’

The era of healthcare have not embraced the Learn From cians. And they place more than $100
consumerism is upon us. information available to Drug Advertising million of print advertising in journals
Today, consumers enjoy them about their providers. Drug makers have always recognized read by doctors. Clearly, big-pharma
greater access to qualita- So, even in the current era the physician’s role in the purchasing marketers don’t share the commonly
tive data about the hos- of healthcare consumerism, process, so they have always included held philosophy of so many hospital
pitals and physicians the two most important very specific calls to action in their executives: “Doctors don’t read direct
they use, including selection criteria for patients direct-to-consumer advertising. “Ask mail. It just ends up in the garbage.”
patient satisfaction remain insurance coverage your doctor about [name-brand drug] Physician-facing marketing requires
scores, health outcomes, and physician recommenda- for your moderate-to-severe [chronic the same level of integration and varia-
and rankings. tions. And insurance cover- disease].” That’s the ubiquitous refrain tion that consumer-facing marketing
In addition, social age is a relatively immov- for nearly every ad run by a pharmaceu- requires. Drug companies have figured it
media has placed physi- able force from the perspec- tical company. By comparison, in hospi- out, and they sell more medicine as a
cian reviews and hospital tive of healthcare marketers. tal ads or ads for specialists, you’re result. Now, those of us involved in mar-
horror stories a click BY DANIEL WEINBACH Yet, despite the impor- unlikely to see or hear a call to action keting hospital and provider services
away. However, despite tance of physicians’ recom- that mentions the patient’s doctor. need to apply the same approaches to
patients having more mendations, healthcare our marketing programs.
information resources at their disposal, organ izations of all sizes and sorts con- Physician-Facing Marketing We can’t forget the push-pull relation-
making healthcare choices is not the tinue to increase their investment in con- Is Essential ship that exists between providers and
same as finding the best deal on a televi- sumer-facing marketing at dispropor- Provider organizations appear skepti- their patients, and we can’t forget that
sion set, and it never will be. tionate rates to their spending on physi- cal about the effectiveness of conven- physicians remain the most powerful
For starters, consumer still don’t pay cian-facing efforts. tional marketing tactics like direct mail, influencers for healthcare products and
the majority of their healthcare costs Hospitals and health systems, in par- email, and advertising for reaching and services.
when they access services: only copay- ticular, have turned up their advertising influencing referring physicians. How -
ments, deductibles, and co-insurance. In volume, even for services that are largely ever, these tools, along with a robust
fact, most patients don’t know the cost of accessible only with a doctor’s referral. sales program, are essential components
the healthcare services they utilize. From cardiology to urology and from of an integrated healthcare marketing Daniel Weinbach is the president and
True, increased pressure for healthcare robotic surgery to radiation treatment, program. CEO of a Miami-based healthcare market-
price transparency is slowly pulling back healthcare organizations pour their ener- Perhaps we should look at the pharma- ing firm, The Weinbach Group
the curtain on healthcare costs. But for gy and dollars into consumer-directed ceutical industry for guidance. Drug (www.weinbachgroup.com).
the moment, consumers don’t exercise marketing efforts. They have (seeming- makers spend about $1.2 billion annual- He is frequent presents and writes on the
cost-comparison shopping in their selec- ly) forgotten the role of the physician as ly on promotional mailings to physi- subject healthcare marketing.
tion of healthcare services, and many “influencer in chief.”

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8 December 2017 southfloridahospitalnews.com South Florida Hospital News