Outreach Beat, Issue 3

 

WHAT IS OUTREACH

In OutreachBEAT issues 1 and 2, general customer categories were defined. This was important because the term customer is integral to the definition of Outreach in healthcare. Now we can progress to define what is Outreach. First some history, then as it applies in healthcare. 

The term Outreach has been part of the English language for several centuries, serving both as a verb and a noun.​

As a Verb:

• The verb form of Outreach dates to the Old English period (pre-1150), where it was used in the sense of “to reach out” or “extend beyond.” ​Oxford English Dictionary

As a Noun:

• The noun Outreach, meaning “the act of reaching out,” first appeared around 1870. ​Etymonline+1Wiktionary+1
• By 1967, Outreach had evolved to describe “an organization’s involvement in the community,” reflecting its modern usage related to programs designed to provide services to underserved populations. ​Etymonline

Over time, Outreach has expanded in meaning, now commonly referring to efforts by organizations to engage with and provide services to communities, especially those that might not otherwise have access to such support.​ Wikipedia+1Wiktionary+1

WHAT IS OUTREACH IN HEALTHCARE CIRCA 2025 

  © OutreachU, ltd.

First what it’s not. Why? Because the terms marketing, sales and Outreach are all too often treated as if they were the same. They are not.

In THE BOOK OF OUTREACH FOR HEALTHCARE the differences between marketing, sales  and Outreach are clarified in detail. Here is the abbreviated version.

• MARKETING researches, originates, and specifies the organization’s strategy, branding, messaging, and channels to define and communicate about what an organization does and offers. Marketing inputs should clarify how and why an organization’s offerings are differentiated. Example, “We are the region’s specialists in stroke prevention and management.” (e.g., not cardiac, not trauma, not [other.]) We specialize in stroke. This may be a hospital system or a company that offers products or services related to stroke prevention and management. The marketing strategy and plans will push and transmit through advertising, social media, and other mediums. Sales and Outreach implement the marketing and branding plans.

• SALES for a company would be responsible for communicating and reinforcing the marketing strategy and brand messaging while engaging with prospects (potential customers) and existing customers. This is execution. In the above example, the sales specialists will direct-sell stroke-related products and services. It’s a business transaction.

 

© OutreachU, ltd.

The focus is narrow (tight aperture) – the customer engagement tempo normally fast-paced to accomplish the sale as rapidly as feasible and move on to the next selling cycle. Product/ Service support and maintenance services will follow up. The sales professional goes back on the narrow target hunt. If they do not – they fail, new sales do not manifest, their companies’ positive cash-flow is put at risk, and they often lose their jobs.

Note: For high-level sales professionals that engage in consultative selling – don’t get upset. I am trying to simplify – at a core level – what differentiates Outreach from a preponderance of selling methods.

• OUTREACH for a hospital system or a company also will be responsible for communicating, reinforcing, and executing the marketing strategy and brand messaging with customers. 

© OutreachU, ltd.

However, the focus is broad (open aperture) in the engagement methods and tactics and the tempo is not rushed or aggressive. Outreach rather than push-oriented is pull-oriented. Two-way. Primarily understanding each customer. Being a trusted resource. Forget about needs – what do customers CRAVE – have to have to succeed? Related to the example – two-way communications and engagement to flush out barriers causing the customer to be ineffective – if not incapable at stroke prevention and management in their community. Then – at a measured and lower velocity pace than sales – craft a plan – be a problem-solver and implement a wide array of Outreach method and tactics and maintain high-level close contact over time – often meaning YEARS – to earn and amplify trust and craft enduring authentic appropriate relationships. The revenues will come. The process must never be rushed. Outreach is playing the long game.

At the Most Basic Level; What’s The Difference

MARKETING Strategy/Messaging/Branding (Often Push) 🡪 Sales and Outreach both Communicate the Message & Branding

SALES 

Transactional – One-Way – Push – High Velocity – Tight Aperture – Get to Close (complete the sale) – Move On – Short Term 

OUTREACH

Be a Trusted Resource – Two-Way – Pull – Low Velocity – Open Aperture – Earn the Trust – Get the Call – Long Term

IN SUMMARY

The process of two-way hands-on Human and Digital engagement with customers and community to implement the organization’s marketing strategy.

The tactical objective is;  to understand and astonish the right customers consistently.

WHAT’S NEXT 

Now that we have clarified, what is Outreach – OutreachBEAT™ issue 4, you will be provided an outstanding example of putting Outreach in action when you are introduced to what Tom LeMaster, Director of Operations, Center for Experiential Learning and Simulation at the University of Florida College of Medicine and his Immersive Simulation Outreach team are doing to UNDERSTAND AND ASTONISH THE RIGHT CUSTOMERS CONSISTENTLY.

Tom is a contributing Subject Matter Expert to THE BOOK OF OUTREACH for HEALTHCARE

(12) Tom LeMaster, RN, MSN, MEd, CHSE, FSSH | LinkedIn

COMMUNICATE

Please communicate to share your Outreach success stories, suggest topics to cover in the OutreachBEAT series or to express frustrations or problems you are encountering in your Outreach endeavors. I’m delighted to help and will keep the details confidential. You’ll surely be helping your peers in the healthcare Outreach community to be more effective.

Image Source: ID 167535162 ©
Maneesh Upadhyay | Dreamstime.com