Today's healthcare organizations strive to engage employees more than ever. The goal is to have staff who regard the workplace as a bastion of passion and opportunity -- not just a place to collect a paycheck. Engaged employees are valuable in numerous ways, one of which is promoting the organization without even realizing they may be doing it.
Often referred to as internal marketing, this concept is increasingly popular among organizations looking to improve financial management in healthcare. After all, the more employees market patient-based features such as convenient patient payments on their own volition, the less a healthcare facility needs to invest in less-reliable marketing strategies from outside firms. Ultimately, the adoption of this strategy can have a huge impact on your healthcare revenue cycle management.
The benefits of internal marketing are clear. Less obvious is the necessary path to achieving such a self-starter mode of healthcare marketing. The key to getting employees on-board is to make sure they know their thoughts and opinions are valued at all levels of decision-making. This may mean promoting and maintaining discussions about hot topics among employees, or seeking their feedback on such issues as patient payment options, or point-of-service collection procedures. Such initiatives signal to employees that their contributions matter, making them far more willing to speak well of your organization to friends, family members, acquaintances and even strangers. Additionally, be sure employees at all levels really understand the amazing things done by your organization, as they will be the first to tell the rest of the world.
Your organization will need to possess a number of qualities to make internal marketing a success. Perhaps the most important quality is patience. Unfortunately, the results of an internal marketing strategy can take some time to evolve. This is especially true if your current employee environment is less than desirable. So if you don’t start hearing positive things right away, don't let the immediate lack of response get you down. Once the internal marketing approach begins to take hold, you'll be amazed at its efficacy. After all, healthcare really is a word-of-mouth industry. And who better to tell your story than your own employees?