Oncology Marketing Strategy
Best Practices for Securing Share in a Dynamic Market
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Topics: Oncology, Service Lines, Consumer Marketing, Marketing, Planning, Strategy
Identify evolving market forces that are diminishing hospital leadership in cancer care and thus compelling institutions to increase their marketing efforts.
By reading this study, members can:
- Create a marketing strategy clear objectives, cohesive branding and effective advertising by following 19 best practices for designing a marketing strategy
- Secure share in a dynamic market, and increase competitiveness
Executive Summary
Evolving market forces—increased competition from freestanding facilities and for-profit players—are closing the gap on hospital-based leadership in cancer care, compelling institutions to redouble marketing efforts for oncology services. Faced with this new imperative, many cancer directors find themselves stymied with little guidance on how to optimize the dwindling capital dedicated to marketing initiatives. In addition, with hospitals near capacity, executives question the need to allocate resources to advertising and discount the importance of branding campaigns. In hopes of addressing these challenges, this report provides a comprehensive approach to marketing oncology services, featuring best practices in strategy essentials, ROI measurement, branding, physician marketing, and consumer advertising.
Preamble: A Renewed Marketing Imperative
