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Strategic Deep Target Marketing for Healthcare As you begin to market your healthcare territory by identifying who the decision makers will be in your target organizations, remember to consider the need for deep target marketing. This concept relates to choosing those within your target market facility who are mid level managers who make most of the decisions and choices in the day to day operation related to who they choose to refer patients and call for services. These individuals would be department directors and managers, case managers, particularly specific case managers as ICU Case Manager, SDICU Case Manager, Surgery Department Manager, Lab Manager, etc. You should commit a greater degree of your focal marketing time working with these individuals as your focus on them can prove to be much more productive that dealing with the major managers like Director of Purchasing, Director of Case Management or Director of Nursing. You still have to work the others too but concentrate on those making the decisions. This is called Deep Target Marketing and after you identify who makes the decisions deeper within your target marketplace, a reliable customer relationship may be established with more consistent and ongoing production of services and referrals for your organization’s marketing efforts. Ray Vaughn HealthCare Marketing Specialist Developing Successful Marketing Strategies for HealthCare
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