CHAPTER 14. MARKETING

As a telemedicine program prepares to become operational, it is important to market the availability of services. In most cases, the marketing initiative has three target audiences, physicians who may benefit from the availability of telemedicine services in the local market to enhance competitive position, insurers who embrace telemedicine to distinguish product offerings and to reduce cost of health care services, and the general population, who may derive substantial benefits from improved access to services. The marketing program should be tailored to the needs and preferences of each of these targeted audiences to spur quick acceptance of telemedicine once the program is implemented. Telemedicine programs that have high utilization benefit from enhanced physician acceptance and greater Company support.

Telemedicine also offers the opportunity to identify compelling human-interest stories that effectively promote your Company. Telemedicine has allowed families to obtain access to the highest quality medical specialists, without the costs or hardship of extended travel or the risk of lost income due to job absenteeism, and with the comfort of family and community support in the care process. These families also often experience medical outcomes not possible even several years ago. Furthermore, Companys that implement telemedicine programs are perceived as being on the cutting edge of technology advancements - an important attribute in the selection of a health care provider.

As you prepare to implement your program, be creative in the presentation of the program. The image created by a successful telemedicine program can have considerable impact on the public perception of your Company as a leader in health care delivery.

Community Physician Benefits. In the case of the community-based physician, telemedicine has the potential to keep more patients in the local community to obtain services. This presents an enhanced business opportunity for physicians in the local community, many of who have experienced a drain of routine medical services to medical centers during the last decade. The Georgia College of Medicine, a pioneer in telemedicine programs, has estimated that up to 75% of follow-up care can be performed in the local community. Telemedicine also offers the community physician enhanced clinical support, providing valuable training to recognize the optimal time to refer to a specialist and leading to improved confidence in clinical judgments. The availability of an expanded set of medical services using telemedicine also helps the community physician to improve competitive standing.

From the standpoint of a telemedicine program sponsor, development of strong relationships with community physicians ultimately leads to increased referral opportunities. By casting a wider net, a telemedicine program sponsor can increase opportunities to attract the most medically challenging cases, which leads to greater professional and personal satisfaction of specialist physicians.

Consulting physicians can play a critical role in marketing telemedicine services to community physicians. Community physicians must have assurances that consultants will be responsive to their needs, and will respect existing patient/community physician relationships. Hearing this message directly from consulting physicians will foster development of personal relationships, critical to the foundation of a successful telemedicine program.

Finally, telemedicine offers unique co-branding opportunities. The community physician and program sponsor may promote their affiliation with each other and the improved availability of services in the local community. Both parties' benefit and the program sponsor has the opportunity to leave a more permanent and lasting impression in the local community.

Insurer Benefits. Insurers often benefit from the introduction of telemedicine systems through cost reduction for the delivery of care and the opportunity to differentiate their products from competitors if they cover telemedicine services. Include insurers as part of the target market audience and try to determine their perception of the benefit of coverage of telemedicine services. Most importantly, insurers are often interested in cost savings. Think of how you document cost savings for insurers, something that can be achieved effectively through telemedicine screening or home care programs, both of which can result in the reduction of hospital costs. Employers may also provide testimonials of the benefits they receive through reduced employee absenteeism and may be willing to laud their insurer for the foresight in covering telemedicine services.

Patient/Employer Benefits. With respect to the general population and employers, telemedicine offers greater access to health care services with increased convenience. Travel time is diminished, meaning more time with family and greater work productivity. Furthermore, telemedicine provides a sense of comfort that one has access to the most sophisticated medical services should they be required. The benefits to the patient and employer are quite tangible. Your Company can effectively communicate those benefits using patient and employer testimonials.

Another means of promoting telemedicine is to conduct screening for certain medical conditions using telemedicine services. Examples include screening for diabetic retinopathy (using non-mydriatic fundus camera - AMD-950) or cancer screening using dermascopes (AMD-2030 and AMD-400s) or a general examination camera (AMD-2500). These screening programs present low cost methods of introducing the local population to the benefits of telemedicine.

No matter who you have as a target audience, the more effectively you inform parties of the availability of telemedicine, the greater the likelihood it will be used.