// Core Skills in Marketing, PR & Reputation Management for Clinical Services

Core Skills in Marketing, PR & Reputation Management for Clinical Services

CPD Points: 4
Duration: 4 Hours
Media Type: eLearning
Provider: Academyst (eMedicus Ltd.)


A successful service today needs to manage it's reputation, image and positioning to ensure that it enjoys a healthy flow of the right patients, thus impacting funding. This intensive course is practical, fast-paced and covers the critical principles necessary for effectiveness across the arena of marketing, PR & reputation management. It is designed to help clinical services to take charge of their future.

  • Understanding competition & financial flow
  • The rules that everybody plays by
  • The importance of reputation in the modern marketplace
  • What do we mean by marketing & PR in healthcare?
  • The importance and dangers of not addressing it
  • What you can and can't do
  • Mapping your referral demographics
  • What factors influence referral - positively or negatively?
  • Measuring & addressing the factors of greatest importance
  • Patient choice and the importance of perception
  • Developing a robust strategic marketing plan
  • Segmentation, Targetting & Positioning
  • Understanding the customer from a marketing perspective
  • Referral and 'buyer' behaviour - using the AIDAS model
  • Competitive analysis - know thy opponent and what they are doing
  • Developing a differentiated service offering
  • Developing a compelling value proposition
  • The importance and process of 'brand creation'
  • Living the brand - a total team approach
  • Considering case mix in attraction strategies
  • Understanding the modern GP context
  • GPs as customers - developing effective marketing & PR strategies
  • Working in partnership with GPs, rather than in competition
  • Influencing the GP commissioning process
  • Ensuring that a strategic marketing cycle runs effectively

  • Translating your startegic plan into an operational one
  • Setting & managing referral targets
  • Matching marketing approaches to capacity and capability
  • Core principles in operational marketing
  • Innovating in getting the message across
  • Top strategies for conveying the value proposition cost-effectively
  • The importance of ensuring brand consistency
  • Effective use of the web & websites
  • Critical considerations in website planning
  • Developing appropriate dialogue with the end user
  • End user experience as an enabler of referrals
  • Actively managing the patient feedback arena
  • Measuring the impact of your attraction strategies

  • Reputation management as a derivative of marketing
  • Defining a busines-enabling reputation
  • Core principles in building a reputation
  • Activities that build your reputation
  • Measuring the reputation - through others eyes
  • Tying strategic evolution to reputation

  • Understand the core principles of marketing success from a clinical perspective
  • Develop a strategic plan to ensure continual patient throughput
  • Learn how to influence the financial success of your service
  • Discover how to utilise patient perception effectively
  • Understand the core principles of reputation management
  • Make sure your service is perceived as intended

  • Doctors - Junior
  • Doctors - Middle
  • Doctors - Senior
  • Nurses - Junior
  • Nurses - Middle
  • Nurses - Senior
  • Business & Administration - Junior
  • Business & Administration - Middle
  • Business & Administration - Senior
  • Allied Pros - Junior
  • Allied Pros - Middle
  • Allied Pros - Senior