About This Blog
Welcome to the Marketing and Planning Leadership Council’s blog, Service Line Transformation. This blog serves as the primary communication channel for our Service Line Transformation Initiative, a special multi-year research effort dedicated to helping organizations prepare key service lines for risk-based payment. We will address challenges ranging from growth strategy innovations for key services lines to chronic care strategy, service line leadership, innovative approaches to service line marketing, and more.
For more information on the Service Line Transformation Initiative, or to send us questions, comments, or leads on innovative service line and care delivery models, please email Rachel Reeves.
As the PCP shortage worsens, organizations increasingly rely on midlevel providers to meet patient demand and staff alternative primary care sites, which are projected to expand rapidly across the next decade.
However, many patients remain unfamiliar with midlevel clinicians and the services they provide—not surprisingly, given the variation in scope of practice by state and institution. As a result, some patients avoid seeking care from midlevel providers, seeking a physician’s care even for routine and low-acuity services.
We outline ways that progressive institutions are using midlevel marketing to increase their primary care utilization and improve the patient experience.
Use midlevel marketing tactics to drive primary care utilization
In a recent conversation, a member asked us for best practices to market an urgent care center (UCC). Many UCCs do not heavily invest in marketing—41% spend less than $10,000 per year—with newspaper ads, community events, and direct mail the most commonly used media. Those that do invest in marketing, however, have found several ways to effectively promote a UCC to both consumers and physicians.
Effectively marketing UCCs requires addressing consumers’ concerns. In our research, three imperatives to addressing such concerns emerge:
- Educating potential patients
- Using technology to ease scheduling
- Molding marketing efforts around the seasons
Building support for UCCs also requires establishing trust with physicians through activities like developing protocols for referring patients to physicians for follow-up care.
Strategies for successfully marketing urgent care centers