How to reduce marketing costs, and improve your bottom line.

If you want more patients, you have to make them want you.

If you truly want your hospital to be viewed as a vital part of your community, and not "just another hospital", you won't get there using pretty marketing telling consumers how great you are. You must show consumers that you have expertise they are looking for, and are willing to share it with them... ON THEIR TERMS.

Consensual marketing is sometimes called opt-in marketing. It is a process through which prospective or current customers solicit your help because they believe you are offering something of value. They then request you to stay in contact them as an advisor, initiating the opportunity for a strong, long-term relationship on their terms.

Contrast that to the model that most health systems currently use - a one-way push model that bombards the public with interruptive and unsolicited marketing/advertising that delivers messages entirely on the health systems' terms.

A worthy read on this topic is Opt-In Marketing, by Ernan Roman and Scott Hornstein. They introduce a seven-step process called the Consensual Marketing Opt-In Process that engages customers in information sharing in which they receive timely, powerful and relevant messages that THEY define.

We have effectively employed this process to drive cardiovascular procedures, joint replacement, back and spine surgery, cancer surgeries and bariatric programs. It has become obvious that patients want more than a newsletter about their area of interest. They want a trusted, expert partner that can help them manage co-risks and give them invaluable information and counsel.

Through consensual marketing, you can engage in a meaningful dialog with your current and prospective clients. And in the process, you can reduce your media costs, show measurable revenue, immediately impact your bottom line and positively affect the health of your community.

Contact THE HEAVYWEIGHTS today, and find out how we use the concept of Consensual Marketing to make patients want our clients.

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A Few Brands We’ve Helped Move Forward We are the Agency of Record for Clarian Health, a $5.7 billion, 20,000-employee enterprise. Clarian is one of the top 3 health systems in the country that includes 18 hospitals and 51 health centers & clinical practices. Currently located in Indiana University Hospital, IU Simon Cancer Center will open the world’s most state-of-the-art facility in 2008. Through our relationship with Clarian Health, we have implemented wellness, prevention & detection programs that drive patients to IUSCC for treatment, research and education. P&G is the worldwide giant in consumer products and brand building expertise. P&G Health Care is a multi-billion dollar pharma, bio-tech, and health products division. Our work here includes branding for the bio-tech licensing efforts. That is rare validation indeed to be asked to help brand the world’s foremost authority on branding. Indiana University School of Medicine is the largest medical school in the nation. We have the privilege of working with IUSM through our relationship with Clarian Health. Arnett Health System is one for the country’s largest and most respected multi-specialty medical practices. We have implemented marketing communications and practice building work on their behalf. They are also constructing a 200+ bed hospital to open in 2008. Roche Diagnostics is the worldwide leader in diagnostics for hospitals and laboratories. Roche employees work directly with researchers, clinicians and patients in all fields of medical testing. HealthNet has recently been identified by the White House as one of the top four of the 7000+ Federal Qualified Health Centers (FQHC) in the nation, based on quality of care and financial management. We are the AOR working on all aspects of communication, branding, patient contact and fundraising.