What Is The “Real” Essence of Your Healthcare Business?

In any business it is a true statement that, if you have no customers, you have no business.

The same is true in healthcare. The reality is that, in healthcare, the patients are the customers. So, it can be stated:

“If you have no patients, you have no healthcare business.”

Although healthcare providers don’t often think about it, they all understand the truth of that statement.

But what is the essence of a healthcare business?

What business are you really in?

Well, you are in the business of diagnosing patients’ problems and helping them heal.

That seems obvious.

Some do so with medications. Others with surgery. Others with counseling.

But, what is the true underlying nature of the business of a healthcare provider?

Let’s think about that …

Here are the fundamentals:

1. You need to acquire patients to have a healthcare business.
2. So, you need them to be aware that you exist.
3. You need to provide a compelling reason for them to see you instead of other options.
4. You need them to make an appointment with you.
5. You then need to diagnose their underlying problem.
6. You then need to provide a treatment plan.
7. And you need them to agree to the plan and be compliant.
8. Finally, you need to follow-up on their success.

That is your healthcare business broken down to its fundamentals.

How can you describe those 8 fundamentals in business terms?


“Marketing and Sales”
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What does healthcare marketing consist of? (fundamentals 1-3 above)

1. All efforts to acquire patients
2. Making them aware that you exist
3. Providing a compelling reason for them to see you instead of your competitors.


What does healthcare sales consist of? (fundamentals 4-8 above)

1. Conversion of people from awareness of you to becoming your patient.
2. Convincing (selling) them on the accuracy of your diagnosis.
3. Convincing (selling) them on the efficacy of your treatment plan.
4. Convincing (selling) them on their need to comply with your plan.
5. Following up on their success.


So, in essence, you as a healthcare provider are in the business of marketing and sales.

It just happens that you are marketing your expertise and selling the patients on your expert treatment recommendations.

Does that breakdown seem to cheapen or trivialize what you do as a healthcare provider?

It shouldn’t, and that is certainly not the intent.

The intent is to break down what you do as a healthcare provider into business terms we can all understand.

Too often healthcare providers bristle at discussions about their industry in business terms.

That needs to stop.

You run a business.

You need to be able to discuss it in business terms.

Now that we have broken your healthcare practice down into its business essence, let’s discuss how you should approach it in business terms.

The July, 2024 issue of the Healthcare Marketing Secrets Journal covers in business terms the big issues providers need to address from a business standpoint in your healthcare practice.  For more information, please use the following link:

https://www.healthcareprovidermarketing.com/healthcare-marketing-secrets