In order to implement a successful marketing campaign for your medical practice, it is essential to have both online and offline marketing strategies. One without the other will not provide you with optimal results.
Goldman Marketing Group recommends a combination of these 7 marketing strategies:
1. Branding
A complete branding overhaul benefits most of our clients. Branding components include logo development, stationary package (business cards, letterhead, etc.), brochures, eNewsletters, email blasts, educational books for the waiting room and a custom on-hold message, to name a few.
All of these components work together to reinforce your practice’s brand and keep it unified within the minds of your patients. This is beneficial because everything your patients experience at your practice, over the phone and via email all correspond and communicates a singular message.
2. Social Media
In today’s world, social media is an essential component of every medical marketing plan. From Facebook to Twitter to YouTube to medical message boards, patients trust Internet referrals and information more than their friends these days.
Social media communities allow you to interact with your patients and potential patients in a setting in which they are comfortable. An effective social media plan will include branded profile pages and an active posting schedule.
3. Video
Online videos allow you to share information with your patients. Videos also give you a chance to show your patients your personality and allow you to come to life on your website. In addition to videos featuring just the doctor, testimonial videos with happy patients singing your praises are great for marketing purposes.
Posting videos on your YouTube channel as well as your website are great ways to enhance your interaction with patients.
4. Business Planning
Every medical practice needs to have a solid business plan. A comprehensive business plan should include pricing policies, business development initiatives, operating procedure and protocols, and incentive programs and bonus structures.
Having a business plan will keep your practice on track, as well as allow you to grow in a strategic and organized manner.
5. Online Reputation Management
Reputation management is one of the most important parts of your online marketing strategy. With sites like Yelp.com, Vitals.com, YellowPages.com, etc., there are many outlets for unhappy patients to complain about you! It is vital to check on these sites at least once a month and keep an eye out for negative reviews that might hurt your business.
Additionally, since many prospective patients use these sites to search for a new doctor, you want to make sure that the information on your profile pages for all of these sites have the correct information. Many sites also allow you to add supplemental information, like pictures, service offered, and education and training. Make sure you add as much information as possible, so your profile is more appealing than your competitors.
6. Public Relations
Public relations initiatives offer additional ways to interact with not only your patients, but with other physicians who could refer you to their patients. Press releases about your newest services or office renovation are a great way to get your name out in the media. Networking events provide a great way for you to meet other doctors in your area so that they may refer patients to you in the future.
7. Website
Your website is the center of many of the previously mentioned marketing strategies. For example, one of the goals of social media is to drive traffic to your website through interesting and informative posts that direct patients to your site for further information. Also, review sites normally provide a link to your websites. Once a patient finds you on Yelp.com they will most likely visit your website for more information on you and your services.
A good website will have a good design, an easy navigation system, concise yet thorough information about all of your services, and, if relevant, before and after picture galleries. More often than not, a prospective patient is going to look at your website in their search for a new doctor, and if your website does not appeal to them or provide them with the information they are looking for, they will find another doctor.
Goldman Marketing Group can help you with all of these marketing strategies, or just a few, depending on your needs. Contact us today to learn how we can help you successfully reach your prospective patients!
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