Creative differentiation in private practice healthcare

Not that a down economy should be required in order for us to start getting creative, but it certainly helps.  For a long time, the “build it and they will come” strategy worked in healthcare.  If patients needed medical attention, they’d find their way to you.

Things are different now, and actually have been for some time — we’re just paying a heck of a lot more attention to it now that the economy has slowed.

In every other industry, businesses work to gain a competitive advantage by offering services that appeal to their patrons in a way that differentiates them from their competitors — the restaurant might offer improved ambiance and menu selection, and the toilet paper manufacturer a softer ply.  Whatever the difference though, businesses do what they can to make sure they don’t blend in with their competitors, and that there is always a reason to choose them over someone else.

The same applies to us in healthcare, and as you can see in this article from Freep.com, hospitals are getting consumer friendly in ways that are intended to prop them up in our soft economy.  From door-to-door shuttles to expanded hours, to bundled discounts — these are the type of creative differentiators that are going to make the difference for those that will survive for the long haul and those that won’t.

In private practice healthcare, where businesses are smaller and much more agile in their approach to marketing and business adjustments — there’s no reason that these businesses can’t take the lead from these hospitals and begin to truly differentiate themselves on something more substantial than their location.

“We decided that in order to be competitive, you have to offer a service that’s unique and that shows we respect your time,” said Rebecca Wozniak, assistant executive director for corporate services. “So many people are afraid of being away from their jobs.”

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Click here or call (888) 827-5613 for information on a free program dedicated to helping private practices throughout the U.S. strategically adjust to the slowing economy.  Free program runs through March 31st, 2009 and is open to practice owners and administrators of any healthcare discipline.

Tannus Quatre PT, MBA is a practice consultant and principal with Vantage Clinical Solutions, Inc., a national healthcare consulting and management firm located on the west coast.  Tannus can be reached through the Vantage Clinical Solutions website by clicking here.