The Great Marketing Debate: Quality vs. Quantity
Healthcare marketing describes the various highly-segmented channels which involve both offline and online techniques established to evaluate and obtain the right patients with the aim of nurturing them to create a strong bond in their recovery journey. In this regard, healthcare marketing seeks to gain and retain customer loyalty by establishing a connection with the patients using multiple channels (Kumar, Jacob & Thota, 2014). Nevertheless, healthcare marketing usually encounters several challenges in balancing quantity and quality in an attempt to create and distribute valuable, relevant, and consistent marketing content that can help healthcare facilities attract more patients.
The aspects of quality and quantity in healthcare marketing are defined by two statements: “less is more” and “more is more” respectively. A “less is more” approach in healthcare marketing is more suitable in scenarios which a healthcare facility has gained loyal customers but wishes to retain them by providing marketing content that promotes quality healthcare. One of the main repercussions of this approach is that a healthcare facility will tend to retain its old patients and gain new ones through referrals. On the other hand, a “more is more” approach is ideal in scenarios in which healthcare marketing seeks to increase the number of patients visiting a healthcare facility. This approach would lead to outcomes such as a healthcare facility gaining new customers but without assurance of retention in the event their marketing content does not give assurance of quality healthcare to the patients.
Read also Marketing Concepts in Health Care
In my opinion, a “less is more” approach is more reliable compared to a “more is more” approach during healthcare marketing. This is because the “less is more” approach tends to provide patients with an assurance that the services offered by a healthcare facility are reliable. More so, a “less is more” healthcare marketing approach is more costly-friendly compared to the “more is more” approach. In this regard, healthcare facilities should seek to use the “less is more” approach when developing marketing contents that target both new and existing customers.