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Boundary Community Hospital

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adults, particularly retired individuals, seeking accessible and comprehensive healthcare services within their own community.

Audience Type

  • B2C
  • Individuals in need of health services, ranging from routine check-ups to critical care

Needs – Primary Buying Considerations

  • Accessibility of quality healthcare in close proximity
  • Variety of health services offered (acute care, rehabilitation, diagnostics)
  • Professionalism and compassion

Demographics

  • Age Range: Predominantly 60+
  • Gender: Both
  • Geography: Local community, Boundary county
  • Income Level: Varied, individuals with health insurance

Psychographics

  • Lifestyle: Retired or nearing retirement, leading active or sedentary lifestyles
  • What they value: Prompt, professional, compassionate health services within their local area
  • Pain Points: Difficulty finding quality healthcare facilities close to their homes
  • Buying Behavior: Rely on physician referrals for outpatient services or turn to the hospital in case of injuries or sudden illnesses

2. My Message to My Target Audience

Refined Elevator Pitch

  • Boundary Community Hospital delivers quality healthcare to the local community through its comprehensive services such as acute critical care, rehab, and inpatient care. We enable you to access the vital health services you and your family deserve — right at home.

Understanding Their Pain Points

  • Inconvenience of distant healthcare facilities
  • Inaccessible or impersonal health services
  • Concerns over the quality of local healthcare

Transformation

  • Easy access to high-quality healthcare in the community
  • Assurance of world class care close to home
  • Highly improved health and wellbeing for you and your family

Unique Selling Proposition (USP)

  • Only hospital in our county
  • Partnership with other regional healthcare providers
  • Full suite of services from critical acute care to rehabilitation

Brand Values & One-Liners

  • Your Care is Our Priority.
  • Guiding you through life's health challenges, every step of the way.
  • Your health deserves the best; we deliver it at home.

Tone

  • Boundary Community Hospital communicates with empathy, trust, and a deep sense of personal commitment. We aim to make our patients feel cared for, respected, and confident in the high-quality care we provide.

Hero Text Idea

  • Flag Text: Boundary County's Healthcare Champion
  • Main Headline: Delivering High-Quality Healthcare, Right at Home
  • Sub Headline: From critical care to rehabilitation, we provide comprehensive services to ensure your health and well-being.
  • CTA: Explore Our Services

3. The Media I Will Use to Reach my Target Market

Website

  • Maintain Wordpress for website hosting due to its cost-effectiveness and flexibility.
  • Track user behavior, including time spent on site, pages visited, and appointment booking conversion.
  • Focus on both desktop and mobile versions as the target audience may use both platforms to access healthcare information.

Social Media

  • Focus on Facebook due to its higher usage among the older population.
  • Post 3-4 times a week featuring patient stories, health tips, and services updates.
  • Use Instagram to promote community events, staff profiles, and behind-the-scenes content.

Paid Advertising

  • Launch targeted ads on Google to reach people searching for local healthcare services.
  • Continue running Facebook Ads, focusing on a lookalike audience created from current patients.

Content Recommendations

  • Create blog posts on topics such as staying healthy in retirement, health challenges of aging, preventative health care.

Directories

  • List hospital in United States Hospital Directory and local online directories.

Partnerships & Outreach

  • Join forces with local businesses for health awareness campaigns.
  • Partner with local insurance providers to expand customer base.

SEO and Content

  • Optimize for keywords such as 'community hospital', 'healthcare in [location]', and 'health services near me'.
  • Post regular health awareness content and updates about hospital developments.

Offline and Local Media

  • Continue with community events as a form of engagement and outreach.
  • Coverage in local newspapers and press releases for hospital updates.

Online Networking

  • Participate in health-related discussions on Reddit and Facebook groups targeting seniors and caregivers.

Cold Outreach

  • Email local businesses for partnership opportunities for employee health schemes.
  • Utilize LinkedIn to find potential local business partners and industry professionals.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • A free health assessment questionnaire for individuals to determine their health needs
  • Home health tips guide targeted towards retired individuals
  • Calendar of health awareness days/events in the community with hospital-hosted activities

Tripwire Offer

  • Discounted first-check-up package for new patients
  • Health check-up packages at subsidized rates

Welcome Sequence

  • Initial thank you email acknowledging the lead
  • Follow-up email containing lead magnet content/resources
  • Email introducing the range of hospital services and related contact numbers

Segmentation

  • Age-based segmentation for targeted campaigns
  • Segment based on types of services used for upselling relevant services

Chatbot and Automation

  • Implement a chatbot on the website for constant patient support
  • Utilize automation features of Hubspot for follow-up and booking confirmation emails

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation features: patient follow-up and booking confirmation emails

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: HDrop-based process from appointment booking to finalization

Automated Follow-Ups

  • Post-opt-in: Thank you email and lead magnet content
  • Post-service: Patient satisfaction survey and healthcare tips

Newsletter

  • Frequency: Monthly
  • Topics: health tips, hospital updates, patient stories, community events

Retargeting & Ads

  • Platforms: Google Ads for search retargeting, Facebook Ads for audience retargeting

Social Media and Content

  • Posting frequency: 3-4 times a week on Facebook, Instagram for events and staff profiles
  • Content type: Patient stories, health tips, services updates

Webinars and Events

  • Suggested cadence: Bi-monthly webinars on health topics relevant to retirees

Other Nurture Channels

  • CRM email automation for follow-ups and booking confirmations
  • Chatbot on website for constant patient support

3. Sales Conversion Strategy

Sales Process

  • Make digital appointments easily accessible on website homepage
  • Follow-up with patients through Hubspot after appointments to nurture relationship
  • Utilize physician referrals as a key lead source, ensure smooth referral process
  • Implement a reminder system for upcoming check-ups or necessary health services

Sales Assets

  • Develop a Hospital Services brochure for patients, outlining service offerings and benefits
  • Create a Welcome Package for new patients with useful information and care guidelines

Testimonials and Case Studies

  • Regularly collect patient testimonials; display prominently on website and social media
  • Build case studies that highlight success stories, particularly for critical care and rehabilitation

Conversion Rate Insights

  • Track conversion rates from appointment bookings on website and via physician referrals
  • A/B test website content and layout to improve conversion rates

Urgency and Offers

  • Run time-limited discounts on check-ups during health awareness months
  • Promote early detection and preventative healthcare to induce urgency

Guarantees and Risk Reversal

  • Offer a service guarantee reassuring patients of adherence to best-practice medical guidelines

Shock and Awe

  • Send personalized get-well cards to patients recovering from surgery or lengthy treatments
  • Offer comfort items such as branded blankets or slippers to inpatients
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email or letter expressing gratitude for choosing BHC.
  • Patient handbook explaining services and procedures.

Communication Cadence

  • Regular wellness newsletters with health tips and news.
  • Emergency updates via text, email or app alerts.

Client Education

  • Online resource library including guides and FAQs covering health topics.
  • Training sessions on how to use online patient portal.

Personalized Touches

  • Handwritten get-well cards for admitted patients.
  • Birthday and life milestone recognition via personal messages.

Visuals and Documentation

  • Patient progress updates with visuals where applicable.
  • Dbefore and after images for cosmetic or rehabilitative services.

Feedback and Proactive Support

  • Satisfaction surveys post-discharge with a swift response system.
  • Proactive check-ins with long-term patients.

Guarantee or Promise

  • Quality promise stated in all communications and physical spaces.

Operational Excellence

  • Strict punctuality of appointments and schedules.
  • Courteous behavior and professional appearance of all staff members.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce an annual health check-up plan with incentives for early commitment

Upsells & Cross-Sells

  • Offer specialized and advanced diagnostic tests as an up-sell to routine check-ups
  • Cross-sell post-treatment care programs for discharged patients

Bundling & Packaging

  • Promote bundled preventive care packages (annual check-ups, vaccinations, screenings)
  • Offer inpatient care and rehab as a bundled package for major surgeries or serious illnesses

Loyalty & Retention Programs

  • Introduce a 'Healthy Living Reward Program' incentivizing regular check-ups and healthy behaviors

Custom Services and Personalization

  • Offer personalized care plans for chronic diseases
  • Provide premium one-on-one recovery and rehabilitation coaching service

Pricing Strategy

  • Offer discounts on bundled services or annual health plans forcommitment
  • Implement value-based pricing for specialized diagnostics and advanced healthcare services

Customer Data and Insights

  • Use Hubspot CRM data to identify patients at risk of churn
  • Track patient engagement levels with various services to identify upselling opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free health check-up or discount on next health service for referring customers
  • Exclusive wellness package offer for new customers

Shareable Assets

  • Prepared social media posts highlighting the community’s health success stories
  • Customizable email templates for customers to refer Boundary Community Hospital
  • Referral cards distributed at local community events

Timing and Triggers

  • Referrals requested at the point of service-success (post-treatment, after successful surgery, etc.)
  • Automated email reminders to share referrals, post service-success

Client Success Stories

  • Testimonials and success stories published on the website and social media
  • Monthly patient spotlight featuring a patient's health journey

Referral Contests

  • Quarterly referral challenge with meaningful rewards like wellness packages

Partner or Affiliate Programs

  • Collaboration with local health and wellness businesses for mutual referrals

Thank-You Experience

  • Special recognition for top referal customers in Hospital's newsletter or social media
  • Personalized thank-you notes to top referrers

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