Developing Marketing Strategies for Your Medical Practice (Part 2)
In our first article we discovered that the key to starting a successful medical marketing campaign is research about your patient demographics and the goals of your practice. After or perhaps during this time, many physicians and dentists realize that it’s harder than they thought.
You have to remember that medical marketing is not rocket science. It combines the best strategies of medical practice management, marketing, and business ideology. It takes effort, money, and patience… but the rewards are endless, especially for the patients.
1. Starting off the right way with research is the right step. Although it may be hard to establish a clear and consistent message you’d like to deliver to everyone, no business was ever founded without it.
2. For 90% of doctors a medical website is almost always the first thing they think about. And rightfully so. The physician’s website will certainly act as an anchor in every part of the medical marketing campaign. Publish a medical website, optimize it, develop content and begin a medical internet marketing campaign that speaks to patients about who you are.
While medical marketing language is very crucial in this case you have to remember that the content should be separate for healthcare providers and patients. Your patients go to your website to verify that their decision to see you is rational. Offer them the opportunity to interact with you through the website. Offer clearly visible phone number, opportunity to email, and plenty of information relevant to their unmet medical needs. It’s also important to recognize that the language you use will give patients the impression of what to expect in their interaction with you.
3.Start to reach out to local primary care physicians and specialists on whom the success of your practice depends. Some specialties, especially dentistry, can solely depend on their referral network. It would only be prudent to make sure that the responsible parties for 40%-100% of your business be in constant touch with you. Find out what kind of information they’d like to see from you on a regular basis. Exchange emails. Be available for consultations.Continued on the next page