Marketing and communication
Challenges
The directive 2011/24/UE on the application of patients’ rights in cross-border healthcare is the first step to open the European healthcare market. Thus, the competition in the healthcare sector will increase significantly within the next years.
The Deloitte 2011 survey of healthcare consumers in Luxembourg showed that specialisation, physician recommendation and reputation are the primary reasons for Luxembourg consumers to choose a specific hospital. This result shows the importance of cultivating the reputation of a healthcare provider.
Another interesting finding from the Deloitte study is that the use of technologies and online healthcare resources is currently relatively low. However, receptivity is high and the hospitals are considered the most trusted source when seeking information about the effectiveness and safety of treatment options. This represents an important opportunity for healthcare providers to position themselves as a trusted source of information and thus advertise their expertise.
Deloitte services offering
We assist healthcare providers services that will support them in finding the most appropriate marketing and communication solutions such as:
- Market analysis
- Marketing strategy, planning and consulting
- Marketing and communication best practices
- Medical marketing assessment
- Brand reputation (e.g. deal with complaints, medical errors)
- Marketing to customer/patients (inform about the medical intervention, the hospital stay, medical options, and follow up information)
- Employer branding
- Marketing focused on the ‘patient experience’,
- Social media and interactive marketing strategies
Contact
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