Marketing Your Hospital: When Patients Shop Healthcare Based on Price

Most insured patients don’t worry about the cost of a procedure but when the uninsured choose a non-emergency test, they respond to advertised prices.

high prescription costs (side view)

As the healthcare debate looms, we keep hearing there are 46 million uninsured people in the United States. And these people really want the diagnostics and preventative care for their families and themselves just like those who are insured.  When there is family history or risk factors for heart disease, cancer, osteoporosis or diabetes for example or presenting symptoms, these patients want to take action but costs are a major roadblock.

Advertising special offers or pricing certain diagnostics can be a great way to increase your diagnostics numbers and your hospital’s bottom line.

Consider package pricing the following:

  • Offer and advertise a set rate for mammograms or run a special rate during the month of October for a breast cancer awareness campaign.
  • Do the same for colonoscopies.
  • Advertise cardiac scoring tests that are affordably priced and can be done with one visit. Or do a businessman’s testing complete with the CT Scan for a higher price point.
  • Establish a special rate with your OB-GYN’s to offer set pricing on bone density testing and pap smears.
  • Advertise pricing for a full lipid profile on bloodwork to include cholesterol and triglyceride levels, as well as diabetes testing. These are common problems among the working poor.
  • Other common problems are back pain for laborers, chest pain  and cough in smokers and sinus problems.  Price and advertise x-rays and make non-workday hours available.

Preventive care leads to healthier lifestyles. And when the uninsured want to improve their health, make them feel welcome in your diagnostics environment with pricing they understand and can afford.  It’s much better for the patient and the hospital when decisions and diagnosis are made BEFORE an emergency.



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