Do you want to be considered an expert in your medical field and attract new patients to your practice? If so, you need to devise a strong medical marketing campaign. After spending years studying medicine and earning your credentials, you’ve undoubtedly learned that finding new patients takes more than just being a good doctor. You need to develop a sound medical marketing campaign in order to compete with other doctors for patients. Whether you are just getting started or you have been in business for years, the following 10 steps to medical marketing success will enable you to develop a strong brand for your practice, attract tons of new patients, and become an authority in your medical field. 1.Create a unified brand image and message Don’t hire one person to design your logo, another to write the copy on your site, and a company to design your website. Hire a medical marketing firm with vast experience building successful campaigns for doctors and hospitals to take care of every aspect of your medical marketing campaign and promotional efforts. You don’t want your medical marketing efforts to look DIY and hodgepodge. Make sure that your logo, website, business cards, letterheads, brochures and all other marketing materials have a consistent brand image and message. 2.Write a mission statement Spend some time thinking about what kind of image and message you would like for your practice to portray. Write a mission statement that outlines your goals as a practice and what you hope to achieve through your medical marketing campaign. 3.Promote a specific procedure or procedures on your website In order to be considered an expert in your medical field, you must focus on the specific procedure or procedures you are most noted for on your website. What procedure do you perform most frequently? Try focusing on that procedure as your specialty. As a result, you may be asked to speak at conventions and be quoted in the media as an expert. This will help you attract more patients and become an authority in your specific field. 4.Organize your medical marketing campaign and set a budget Not only must you develop effective messaging for your medical marketing efforts, you must also develop a plan that will help you achieve your marketing goals. Organize your campaign by setting milestones and a budget. 5.Develop strategic partnerships with other practices In order to take advantage of referrals, try to develop strategic partnerships with other practices. Not only is relying on referrals an economical way to market your practice, it is also highly effective. Before approaching practices to discuss the development of a partnership with them, make sure that it would be a win-win situation for both of you. 6.Make sure that your waiting room is memorable and patient-friendly If you have many patients with small children, create a small kids corner with toys in your waiting room. Leave free pens that feature your logo, brochures about the procedures you offer, and other promotional materials in your waiting room that people can take home with them or look at while they wait. 7.Optimize your website for the search engines Make it easier for your patients and potential patients to find you online by optimizing your practice’s website for the search engines. Hire a medical marketing firm that also has search engine optimization (SEO) expertise so they can help you get your website on the first page of Google, Yahoo, and other major search engines. However, if you plan on relying primarily on referrals to attract new patients to your practice, SEO will probably be less of a priority for your site. 8.Determine which marketing strategies you will use In addition to building a website for your practice, determine what marketing strategies you will primarily use to attract new patients to your practice. For example, if you are targeting companies or patients directly, you can use direct mail, yellow pages advertising, local newspaper advertising, and coupon mailing. If you are targeting referring physicians, you may instead need to focus on scheduling one-on-one meetings or sending marketing materials in the mail. No matter which marketing strategies you decide to use, at the very least, you’ll need a website, brochure, and appointment cards of the highest quality you can afford. 9.Hire a copywriter to author your marketing materials To get your marketing message across clearly and ensure that you can build trust with patients and referring physicians, hire a professional copywriter to author your marketing materials. Poorly written marketing materials will reflect negatively on your practice and make it difficult for your potential patients to get the information they need. Hire a medical marketing firm with a professional copywriter on staff who can help to differentiate you from your competitors and capture what your practice is about. The more concise the copy, the better it will be because most people don’t have the time or patience to spend a long time reading about your practice. 10.Build a team of courteous, qualified staff You and your staff members are the most important components of your brand. As a doctor, you probably strive to deliver the highest quality of medical care and service. Additionally, your staff members must offer excellent customer service and billing support. Your staff must act in a way that aligns with your practice’s mission statement and brand image in order for your medical marketing campaign to be successful.
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