Creating value for patients

Adding value is not one of those management buzz words we use loosely but don't really understand. To your patients, adding value can simply mean doing more than you promise to do. The idea behind adding value is that the customer gains a perceived benefit without having to pay for it - or pay very little, compared with its value to the customer.

Adding value offers many benefits to your hospital. It differentiates you from your competitors and builds customer loyalty. When clients receive more than they ask for, they feel they are getting their money's worth. This dramatically reduces, if not eliminates, buyer's remorse. Another major benefit to adding value is it allows you to charge more because you offer more than your competitors. Finally, adding value builds, strengthens and confirms your reputation as the cream of the crop. When you offer more than you promise, clients view you as the best in your industry, and you are.

Adding value means doing more than you promise to do. Ideally you want to offer something that has a low cost to you but a high value to your customers.

Here are some easy, inexpensive ways you can add value:

1. Offer a strong guarantee. This helps you gain customer confidence and will reduce buyer's remorse. The guarantee should be meaningful and not too restrictive. Offering to refund money or to redo a service if not satisfied is an easy way to reduce pre-sale apprehension.

2. Give free bonuses. Anything from an extra product to a pamphlet or free how-to guide works. People love free things, especially when they are not expecting them. Everybody gives away the free water bottle and basic educational information. Brainstorm - what can you do differently?

3. Do you have a unique model or approach to doing business that sets you apart from your competition? If you approach doing business differently, or have a different method or process that works better than your competitor's, use that to your advantage. Even if it seems small, sell the benefits of it. Show patients how you are different.

4. Clearly communicate who you are and how you are different. Having a clear marketing message not only helps weed out companies that don't need your services, but it adds value. Prospects know exactly what you do and how you can help them. You are saving them time and they appreciate that.

5. Have an outstanding Web site. Have several pages with detailed information about your hospital and what you do. Educate visitors any way you can. Offer free value with articles and an e-zine. Offer other resources they can check out, links you recommend. You will shine when compared to your competition. I've found that many hospitals have great resources on their Web sites, but don't promote them. Be the place patients go to first for research!

6. Isolate the largest problem your clients have with a particular field. Then deliver the service and put an emphasis on solving that complaint.

7. Take care of your clients in a unique way. Look at everything you do and do it better. Constantly push yourself to do better.

Do people really want a good deal, or do they want a good value? Adding value is something all hospitals need to do to differentiate themselves from the pack - especially since hospitals are often viewed as a commodity by the public. Adding value is a way to raise your rates and stand a head above the rest. Differentiate yourself from the others in your industry; add value to what you offer. You will be surprised to see clients expect to pay you more, because you are worth every dime.

Copyright (c) 2007 A Marketing Connection

Adding value is not one of those management buzz words we use loosely but don’t really understand. To your patients, adding value can simply mean doing more than you promise to do. The idea behind adding value is that the customer gains a perceived benefit without having to pay for it — or pay very little, compared with its value to the customer.

Author of Healthcare Copywriting Secrets Revealed, Kelly Robbins is an award winning copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 critical things you must know when writing for the healthcare industry" - info@KellyRobbinsLLC.com or 303-460-0285.

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