Get 30-60% MORE Income – Develop a Strategic Medical Marketing Plan for Your Medical Practice
Posted On July 28, 2021
Did you know that medical professionals who market their medical practice, REGARDLESS OF THEIR PRACTICE AREA, earn 30-60% MORE revenue than their non-marketing colleagues?
Do you have a strategic marketing plan for your medical practice?
Do you even know how to create one?
If you own or manage a medical practice (whether you are a dentist, physician, physician, or practice manager), you must develop and implement medical marketing strategies for your practice to reach its maximum profit potential.
To market your medical practice effectively, you need specialized skills and knowledge. If done incorrectly, it can damage your professional image far more than it will help. With the right information and tools, you can easily create and implement an affordable, ethical, and effective strategic marketing plan for your medical practice.
Physicians, physicians, and dentists have many options when it comes to finding professional assistance in developing a marketing plan. But when it comes to laying the foundation for your image and branding, no one will understand the best option for your practice better than you. Having a strategic plan for your medical practice is important because it will allow you to map who you want to target, when you want to target them, how you are going to reach your target market, and whether or not your tactics are working. based on traceable results. If you’re not tracking your results, you could be throwing some good money down the drain.
The strategic marketing plan for your medical practice should establish clear, concise, and realistic goals. To set realistic goals, you must identify your target market. Start identifying your target market by considering your type of practice. What demographic is likely to use your services? Where they are located? Do you offer a service that people would be willing to drive a certain distance for? This could be the case for a specialized physician such as a cosmetic surgeon or a dermatologist. Or will the people who use your services be more interested in convenience? For example, people who are looking for a family doctor will be more inclined to look for a doctor that they can access quickly and easily. Advertising your medical practice will only be effective if you know who you are targeting.
Once you have identified your target market, you need to look at your competitors. Look at the location of your competitors in relation to the services they both offer. For example, a family practice will not see another practice two hours away as a competitor, but a plastic surgeon could.
Do some research on the internet to find information related to your competitor and visit their website if they have one. Being familiar with your competition’s marketing efforts will help you differentiate yourself from them and shape the objectives of your own activities. Whatever you do, don’t copy your competitors! In many cases, medical practices do the wrong things. For example, many practices create ineffective ads and skip the main components of compelling advertising. So, gather information, but use professional and expert resources to create your promotional materials.
Once you have clearly identified your target market and completed your market research, you must develop a strategy to implement effective tactics. Your strategy will be your overall roadmap for attracting patients to your medical practice. Your tactics will be the specific actions you take to bring new patients through the doors of your medical practice.
Integrated strategies are by far the most effective way to maintain and grow your medical practice. Find ways to use multiple mediums to get your message across to your target audience. The tactics you use will depend on your budget and how best your target audience will receive and respond to your message. Some tactics may include medical advertising in different forms of media or developing a grassroots marketing campaign to generate word of mouth publicity.
Once you’ve decided on a strategy and tactics, you’ll need to develop a method for tracking the effectiveness of your plan. Tracking your results is essential to determine if your plan is helping you achieve your goals. Tracking can be difficult if your tactics don’t support turnkey, so invest wisely in your marketing vehicles and look for built-in tracking systems.
The most important thing you can do to improve the revenue from your medical practice is to develop a strategic plan. Without a plan, you are at the mercy of the market. Even if you don’t take the time to develop a professional plan, just write a mini plan to get started.
Here’s an example of a mini medical marketing plan to get you started:
Goal: Increase the number of patients visiting the practice by 25% over the next year. Here, you have a clear goal and a defined time frame for your activities.
Strategy: Make sure your new and existing patients have a positive experience with your practice and will in turn refer family and friends. Develop a system to generate referrals using a “Care to Share” program. This shows that you have chosen to use word of mouth to achieve your goal.
Tactic: Regular customer service training for staff, incentives for staff based on word of mouth referrals; continually entertain new ways to improve the patient experience in practice. Promote your “sharing care” program within your practice. These tactics can be a starting point and can change depending on their effectiveness. The important thing is to have a starting address for your activities.
Follow-up: Keep an Excel spreadsheet of all your patients who refer new patients using your “Care to Share” program and also keep track of all patients who make appointments as a result of those referrals.
This example is as basic as it sounds when it comes to developing a marketing plan for your medical practice. Setting goals, developing a strategy, implementing tactics, and measuring success are the four core elements of your medical marketing plan. Your plan should provide a clear direction for you and your staff to follow in order to be successful. Be aware that some aspects of the plan tend to change as some methods become more effective than others or new ones are introduced. Include your staff in your marketing activities and enlist their support in implementing your tactics. It is essential that your staff understand and participate in the activities to ensure a greater chance of success.
When selecting methods to get your message across, make sure your money is used to promote your practice in the most efficient way. A family doctor looking for local patients might try to advertise in a community newspaper rather than in a newspaper distributed some distance from his office. A plastic surgeon, on the other hand, may want more extensive coverage and it would be wise to consider advertising in all forms of print media within a certain distance.
Web marketing is also a cost effective and efficient method of communicating with your current and potential patients. All medical practices in all practice areas, large or small, benefit from one website. People are becoming more and more web-savvy and turning to the Internet for information; so develop a professional and informative online presence that reflects well your medical practice.
No two doctor’s offices are the same, so you won’t find a standard plan to implement in your office with perfect results. Your plan should be a clear, well thought out document that meets the specific needs of your particular medical practice. You must discover what will work for you and help you achieve your personal and professional goals.