Open Days As Part Of Your Healthcare Marketing

Running an Open Day as part of your healthcare marketing strategy

 

By Geoffrey Cooling

 

Glion Open Day Event

 

Open house or open day events are a traditional and long used healthcare marketing strategy in the hearing healthcare profession. Lately there has been much discussion in relation to the efficacy and return on investment on those events. It appears that the general feeling is that the events no longer have the impact that they once had.

 When discussing this with several people from differing markets it became clear that sometimes the days had not been thought about clearly. It also was clear that the return on investment assessment used was quite narrow. The questions I asked in relation to the events were as follows

What were the objectives of the day?

 

What were the expectations of the day?

 

Had they clearly set targets?

 

Had they clearly set a budget?

 

Had they agreed responsibilities pertaining to the day?

 

Had you set an event structure?

 

Had you clearly profiled prospects?

 

Had the prospects been properly qualified?

 

Had appointments been set or was it a free for all?

 

Had the event been thoroughly reviewed?

Mostly I am afraid the answer to one or more of those questions was no. In order to clearly assess the impact or return on investment of any strategy, you really need to clearly understand what you are trying to achieve. Every strategy needs clear objectives, a clear framework for deployment, the agreement of key stakeholders and clear de-lineation of responsibilities. In other words a well thought out plan.

Sometimes the objectives of the event were actually either un-clear or were a very simplified “move units”. The objectives of an event like this need to be exceptionally clear. Whilst an event can deliver unit sales, I think that is a simplistic objective. I also feel that if that is the only objective it will skew the deployment of the event. By that I mean the focus will be limited to short term tactical sales as that is the only measure being applied.

These events can be used for more than just a boost in short term sales. They can also be a branding and engagement exercise. They can be an educational and profile raising exercise. They can meet many strategic rather than tactical objectives for your Practice. So before your next one, think clearly about how it fits into your overall healthcare marketing strategy.

 

 

 

About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think