Archive for September, 2012

A Prescription for Hospital Gym Marketing

September 13, 2012

Prescription for ExerciseAs the focus on preventive medicine has increased, many hospitals have incorporated gyms and wellness centers in their list of services. After building the gym the question becomes how to get and keep a vibrant membership.

In addition to traditional marketing for your hospital’s gym, you also can look inward and enlist your physicians, since they are the front line for patient wellness. A recent CDC study shows physicians are advising a much greater percentage of their patients to exercise than they were 10 years ago.

A Healthy Prescription

The hospital’s gym can offer a healthy prescription plan for physicians to give their patients. This can be a coupon card, much like a pharmaceutical discount coupon, With an offer on one side that might include a discounted or free two-month membership and an initial consult with a trainer to review physician recommendations. The back of the card has room for the physician to write a start level and goals for the patient’s exercise regimen.

The physician can recommend exercise or write their patient a prescription for it. Telling someone they need to exercise is good, but an actual prescription may have more impact in emphasizing the importance of exercise for better health.

Of course the patient is given the recommendation or prescription for exercise, not the gym. They can exercise in their house or the park, but the coupon card is given along with the prescription as an added incentive. This can be beneficial for all parties. The physician gains another tool to help improve his patients’ health. The patient gets more detailed exercise information and a discount to a gym. The hospital gains good will for providing the gym discount and possibly acquires new long-term members.


%d bloggers like this: