Why would anyone choose to be treated by your healthcare facility? If your hospital or clinic is fortunate enough to have a reputation for excellence in a service that is highly specialised or scarce then you might never have given much thought to this question. Today, however, most healthcare facilities face increasing competition in the fight to attract patients and gain their loyalty – particularly when trying to tap the lucrative market for international medical tourists.
This unique programme enables anyone involved in marketing, promoting or advertising healthcare services – including those involved in facilitating medical tourism – to understand how and why prospective patients choose a healthcare provider. It provides comprehensive and holistic coverage of the entire discipline of marketing in healthcare, with a particular focus on the emerging phenomenon of medical tourism. Highly practical and relevant, the programme teaches you the tools and techniques with which healthcare facilities can develop and implement marketing plans capable of transforming their reputations and revenues.
The programme consists of two stages – 10 weeks of teaching followed by 16 weeks of one-to-one coaching to enable you to carry out a successful marketing project. Upon successful completion of both stages programme members are awarded the IHLM Professional Certificate in Healthcare Marketing and Medical Tourism.
This ten module programme will provide you with the practical skills and knowledge required to be a highly effective healthcare marketing manager capable of exploring, creating, delivering and communicating your healthcare organisation’s value to the patients and populations you serve.
This programme has been designed for anyone who is involved in marketing, promoting or advertising healthcare services, including those involved in facilitating medical tourism. It will be especially useful for:
There are no educational prerequisites for this programme. You can be from either a clinical or non-clinical background but should be working in an organisation or context where you will be have an opportunity to apply your learning to a healthcare marketing project. You should also be comfortable using a computer and writing and reading in English.
IHLM’s online programmes build on our world-class faculty’s ability to convey complex concepts in ways that are simple and practical. Each of our online programmes features:
The first 10 weeks of the programme features live, interactive, two hour webinars delivered via our virtual Zoom classroom. These webinars provide the opportunity for interaction with both our faculty and the other programme members. The webinars take place every Thursday from 5.00pm – 7.00pm UK time and carry 2 CPD / CME credit hours each. To earn the credit hours associated with each webinar you must log-in and attend it live or watch the recording of the webinar in full.
The live webinars are supplemented by an online library of additional resources – including webinar recordings, other videos, podcasts, presentations, articles and case studies – that are hosted on the IHLM Extranet. To maximise the benefits of this programme you should spend some time studying these materials each week and completing the accompanying learning activities so you can check you have fully understood the content of the module.
Every programme member is required to identify and undertake a healthcare marketing project through which they will not only get to practice their learning but will also be able to improve the way their healthcare organisation markets and advertises its services. It is through this project that you will maximise your professional impact and advance your career. You will be allocated a learning coach at the beginning of the programme who will provide one-to-one coaching via email and Zoom meetings during your project. This support is available for up to 16 weeks after the webinars finish.
In Module 1 we commence the programme with a look at some important fundamentals: the determinants of demand for healthcare services and how effective marketing can both raise that demand and drive it through the doors of your healthcare organisation.
Whether they have to travel one mile or ten thousand miles to reach you, why would any patient choose to be treated at your healthcare facility? In Module 2 we answer this question through an in-depth exploration of the needs and preferences of healthcare’s customers.
A marketing plan is the strategic blueprint for how a healthcare organisation is going to succeed in attracting and retaining patients. In Module 3 we take a step-by-step look at the tools and techniques with which a comprehensive marketing plan can be developed.
In order to successfully attract patients, a healthcare organisation needs to position itself appropriately. In Module 4 we look at how successful healthcare providers use a ‘marketing mix’ to design their services and their image to occupy a distinctive place in the minds of both actual and potential patients.
Just being JCI accredited or having state-of-the-art medical technologies is no longer enough to attract patients to a healthcare facility. In Module 5 we look at how healthcare providers can use both mass and personal communications to grab and keep patients’ attention.
Quality and Safety
Discover how to set up effective error reporting systems, lead investigations into adverse incidents, implement successful patient safety improvement projects and design safer systems of care.
Discover how to support, engage and retain your healthcare workforce when you need them the most.
Using case studies from hospitals, clinics and healthcare systems, this programme shows you how to design and execute a strategic project or plan in a healthcare organisation.
Productivity and Value
This course will enable you to accelerate your hospital’s post-pandemic recovery and implement proven strategies for transforming performance in the operating room.
Aimed at first time healthcare leaders and those aspiring to their first leadership role, this programme will enable you to improve teamwork and take responsibility for people and services.
This unique programme will benefit anyone who wants to understand the potential benefits of digital technologies in healthcare and how they can capture those benefits for their own organisation.
This programme provides you with practical tools for understanding patient needs and preferences, developing a marketing plan, building your healthcare brand and growing revenues.
Productivity and Value
This course will enable you and your healthcare organisation to achieve operational excellence by improving capacity, productivity and patient flow at every stage of care.
Our flagship programme for high-potential healthcare leaders: built around the core strategic management disciplines and designed to prepare you for more senior roles and greater responsibilities.
A comprehensive course for progressive healthcare providers and professionals who want to design and deliver more person-centred, compassionate and responsive care.
Productivity and Value
This course gives you practical tools for making better financial decisions and maximising the financial performance of your healthcare organisation.
This course is designed to enable healthcare teams and professionals to set-up and manage their own virtual wards or spread the virtual ward model across their health and social care economy.
Quality and Safety
This course will enable you to master the concepts, methods and tools you need to lead successful quality improvement projects or become a quality improvement specialist.
Data Science and Analytics
This course is for anyone who wants to develop their data literacy, make more data-informed decisions and use data analytics to improve the quality and safety of care as well as the experience and satisfaction of patients.
September 8, 2022
IHLM is deeply saddened by the death of Queen Elizabeth II. Her Majesty was patron of more than 600 charities, many of them in the field of health and medical care.
May 30, 2022
There has never been a more urgent need to maximise the capacity and productivity of our healthcare facilities and services, but how can we do this?