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Nov 24, 2024
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Uploaded by catenatalie65
As Krona Hospital is expanding its capabilities through expansion and the creation of its wellness
program, it is important to consider how Krona will advertise to its new market and increase revenues.
Krona will benefit from having advertising materials for both the health insurance companies and the
patients who receive the health care services. These materials can be communicated through multiple
formats, such as referrals, social media, and traditional media.
Krona Hospital would benefit greatly from developing referral systems as a way to attract new patients.
According to a 2021 survey, 52% of patients say that referrals from medical professionals are one of the
most important factors when choosing a doctor (Parr, n.d.). Additionally, from 1999 to 2009, the amount
of visits resulting in a physician referral increased by 154% (Barnett et al., 2013). Professional referrals
systems should be developed both with local health providers and regional insurance companies. An
automated system to help coordinate scheduling and communication between providers as well as the
patient would increase the likelihood of patients following a professional referral. The survey also found
that 51% of patients consider referrals from friends and family (Parr, n.d.). Krona should set up
procedures to increase the probability that happy patients will refer their friends and relatives to Krona
Hospital.
Social media is also a valuable way to build trust and awareness with patients. It is an accessible way to
provide quick, digestable information about the hospital and its services. Additionally, patients can leave
reviews about their experiences at Krona Hospital or have their questions answered through social
media pages. The 2021 survey (Parr, n.d.) found that 81% of patients use online reviews when selecting a
healthcare provider. Therefore, Krona Hospital will need to ensure that it has a good public reputation by
providing high quality healthcare.
While a report found that American spend around 7 and a half hours with digital media daily, traditional
media still averages at around 5 hours a day (Cramer-Flood, 2022). Therefore Krona Hospital should not
neglect the use of traditional media such as television and radio to attract new patients. Similarly to
social media marketing, traditional media can be used to advertise the expanded services as well as the
values of Krona Hospital. Considering Krona's needs to benefit from alternative revenue sources such as
the value based programs and bundled payments, Krona's marketing should show its commitment to
providing quality care at accessible prices to patients.
References:
Barnett, M. L., Song, Z., & Landon, B. E. (2013, February 9).
Trends in physician referrals in the United
States, 1999-2009
. Archives of internal medicine. https://pubmed.ncbi.nlm.nih.gov/22271124/
Cramer-Flood, E. (2022, June 15).
US time spent with media 2022
. Insider Intelligence.
https://www.insiderintelligence.com/content/us-time-spent-with-media-2022
Parr, L. (n.d.).
Repugen Patient Review Survey 2021
. RepuGen. https://www.repugen.com/patient-
review-survey-2021
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