Initial Situation
A German hospital group was underutilized in individual departments despite high medical quality. Private providers, MVZ, and regional clinics noticeably increased competitive pressure. The patient journey was unclear, marketing was ineffective and associated with high wastage—targeted outreach to the right patients was missing.
Lever
A partner from our team analyzed hospital marketing along the entire patient journey and designed an indication-specific journey with coordinated communication—from initial contact to aftercare. Marketing, sales, and digital channels were conceptually integrated, and previously manual marketing processes were prepared for digitalization. Outreach was consistently designed for underutilized departments to direct demand strategically. Additionally, a model for cross-functional campaign governance with ongoing KPI monitoring was developed.
Result
The hospital group had an end-to-end, indication-specific patient journey with coordinated communication across all touchpoints—ready to integrate with marketing, sales, and digital channels. Responsibilities, governance logic, and KPI framework were defined and documented ready for implementation. Implementation was subsequently carried out independently by the group. Timeline: 3 months to handover · Role: Senior Consultant Marketing & Digitalization
