Internal marketing: A pathway for healthcare facilities to improve the patient experience

Abstract The practice of marketing is widely called upon in the healthcare industry to reach outward, attracting prospective customers in hopes of gaining their patronage. It is however less recognized for its ability to serve patients once their patronage has been gained. One particular area of great potential that has received little attention is internal marketing, representing a key opportunity to impact positively the patient experience. Productive internal marketing efforts have the ability to alter for the better the entire culture of healthcare facilities, with the ultimate benefactors being the patients served by these establishments. This article describes internal marketing, presents several illustrative cases, provides a model for its implementation in healthcare facilities, and outlines key benefits emerging from excellence in this area.