The Marketing of Medical Services

Increased competition in medicine is here. With nostalgia, we note a certain loss of dignity. Hospitals compete with other hospitals for patients. Health insurance plans compete with other plans. Doctors compete with doctors. There are advertisements and direct marketing to consumers (patients).

You need to be aware of these changes because once-conservative institutions are now trying to influence your choices. A new event, the hospital “chain” with facilities in many cities and national marketing practices, has developed. Payment for spectacular new technologies, such as the artificial heart, may be internally justified, at least in part, because it calls attention to the merits of particular companies. Marketing directors, or their equivalent, have been hired at many hospitals, even small ones. The hospital public relations director interacts with media, and regular press releases as well as attractive brochures are prepared.

To an extent, the marketing educates and aware of the features of the alternative choices you might make. But beware of hype and jargon. Guidelines from this blog might be more effective means of finding good-quality care than slick brochures and press releases.