Looking at GI Practice Management Differently: Fortify the Business of Healthcare in the GI Practice | November 2021-12 - Marketing Strategies in the New Normal -Ahwal

12 - Marketing Strategies in the New Normal -Ahwal

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In this document, Kimberly Ahwal discusses the importance of marketing strategies in the new normal for GI practice management. She emphasizes the shift towards social media as a crucial marketing tool and highlights the need for healthcare organizations to establish their brand and identify their target customers. Ahwal explains that marketing is a broader process, while advertising is specific to brand communication.<br /><br />Ahwal also discusses the impact of COVID-19 on patient adoption of smartphone-based technology and the acceptance of telemedicine for GI concerns. She suggests using patient appointment notifications and check-ins via text messages or apps to improve communication and efficiency. Additionally, Ahwal emphasizes the importance of adapting to the changing times and using patient satisfaction scores and positive media feedback to enhance marketing efforts.<br /><br />In terms of branding, Ahwal provides guidelines such as not diminishing a logo's quality, being cautious about clothing with logos, avoiding abbreviations, and protecting the logo's use. She emphasizes the need to understand and market to referring physicians and their staff, as well as to focus on appointment access, brand awareness, practice satisfaction, and prompt feedback to providers.<br /><br />Ahwal also discusses the challenges of marketing quality in a commodity market and suggests balancing access and quality in today's market. She explains that once a brand is established, marketing efforts should focus on access and value. Finally, Ahwal concludes by highlighting the importance of targeted marketing efforts that support the healthcare referral hierarchy of needs and emphasizes the shift towards building and protecting a brand as a fundamental aspect of effective marketing in the healthcare industry.

Keywords

marketing strategies

social media

brand establishment

COVID-19

telemedicine

patient communication

logo quality

referring physicians

brand awareness

targeted marketing efforts