Marketing Skills: NHS - Marketing to Succeed in a Competitive NHS

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Course Overview

To provide an insight into the application of marketing principles to healthcare service provision within the UK secondary care environment. The workshop will examine how marketing can be used to improve care and the patient experience by constructively developing the 'commissioner - provider' relationship. It will demonstrate how marketing can influence service development, resource planning and financial performance, in a sector where patient choice prevails.

Audience

• Board members NHS foundation and acute trusts
• Non-executive directors NHS foundation and acute trusts
• Managers in foundation and acute trusts - especially those involved in service development, service delivery, strategy and contracting
• Clinicians and healthcare professionals in NHS foundation and acute trusts

Skills Gained

Understand marketing fundamentals and how secondary care can apply marketing principles to sustain and grow patient flow in a competitive provider environment. Learn how to improve performance and outcomes by pro-actively engaging with stakeholders. Establish approaches for developing patient centric services and building a reputation that preferentially attracts patients. Appreciate the role of market research and market metrics in service development and communication activities.

This workshop will provide an appreciation of the fundamentals of marketing, of what goes into a marketing plan and how it can be used to improve financial planning. The importance of building constructive relationships with commissioners will be considered with the aim of delivering cost effective services. The use of market research data will be reviewed in the context of directed activities to secure patient flows.

Course Outline

• Interact and work more effectively with PCTs and Practice-based commissioners to improve clinical and financial performance
• Improve the patient experience by developing new services, modifying care pathways and existing services using 'Patient Choice' and 'Payment by Results' as a stimulus to change
• Apply marketing principles to improve resource planning and financial management
• Develop a marketing plan
• Communicate and promote services to optimise patient flow
• Become a patient/customer oriented organisation
• Deliver customer/patient focused services
• Use market research and patient referral information to improve service and financial planning
• Use various marketing techniques and tools
• Improve reputation based on favourable patient experience by managing service touch points

Marketing Skills: NHS - Marketing to Succeed in a Competitive NHS / 0878