BMC Health Serv Res. 2020 Sep 15;20:819. doi: 10.1186/s12913-020-05600-z.

Personal selling in health and medicine: using sales agents to engage audiences.

BMC health services research

James K Elrod, John L Fortenberry

PMID: 32928197 PMCID: PMC7490869 DOI: 10.1186/s12913-020-05600-z

Abstract

BACKGROUND: Personal selling-the use of sales agents to personally deliver messages to target audiences-is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the health services industry. This is not surprising given that sales force roles are not as public and prominent as other promotional avenues, such as advertising and public relations. Further, the titles held by those in sales-oriented roles in the health services industry are usually more discreet, carrying designations such as community liaison, business development officer, and the like. Regardless of title, sales roles involve personally interacting with desired audiences to compel some sort of action, adding a vital form of communication that bolsters engagement opportunities.

DISCUSSION: Personal selling plays a critical role in the promotion of health services organizations. Perhaps most obviously, it is distinguished from its counterparts in the marketing communications mix by its use of people to deliver messages to desired audiences. Associated titles, duties, and expectations vary widely between and among those healthcare entities which make use of personal selling, as there is no pat formula for deployment within health services environments. To shed light on personal selling, this article presents an associated overview through the lens of Willis-Knighton Health System, sharing practical insights and experiences which can assist peer healthcare establishments in understanding, shaping, and honing sales roles within their own facilities.

CONCLUSIONS: Taking advantage of the utility afforded by direct, personal interactions with audiences, personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. It supplements other forms of marketing communication, operating synergistically to help healthcare institutions achieve their conveyance goals. Prudent deployment of this unique marketing communications method affords health and medical institutions with a capable conveyance asset that can provide great assistance in achieving communicative ambitions.

Keywords: Healthcare; Hospitals; Marketing communications; Personal selling; Promotion

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MeSH terms

• Direct-to-Consumer Advertising / methods*
• Health Personnel
• Humans
• Marketing of Health Services / methods*

Publication Types

• Journal Article