Market Research: Defining Your Customer
The first step in selling any product/service is properly defining the market and customer. Although interfacility transport is a service to patients (the end-user), marketing efforts should focus on the direct customers, who may differ depending on the local market dynamics.
In some arenas where there is little competition, the customers are the hospital executives and administrators who then recommend the service to their providers. In other arenas, the referring physicians (neonatologist, hospitalist pediatrician, intensivist, emergency physician) may be the decision makers in choosing a transport service for a particular patient. Clearly, the incentives for these individuals differ, and therefore, the marketing strategy must be customized accordingly. Hospital administrators may prioritize price and quality of service, whereas referring physicians may prioritize timeliness and reliability.Indirect customers additionally play a role in marketing. As opposed to direct sales, which target key personnel, aspects of advertising and marketing can inform external markets about your service. External markets are indirect customers, distributors, or suppliers who you use to exchange goods/services and may recommend your services to their clients. This can be helpful for outsourcing arrangements or just building reputation within the industry. In transport medicine, external markets include ambulance/ helicopter vendors, equipment suppliers, and state officials.
More on the topic Market Research: Defining Your Customer:
- AAP. Guidelines for Air and Ground Transport of Neonatal and Pediatric Patients. 4th edition. — American Academy of Pediatrics,2015. — 488 p., 2015
- REVIEW OF FORENSIC ASSESSMENT INSTRUMENTS