Marketing a Medical Practice
Written by Amy Lillard
Page 1 of 3
Marketing a medical practice is not complete with a simple ad or two.
Sending off an announcement to the local media will not suffice. And
marketing without networking is doomed to fail.
For effective and legal practice marketing, your approach should be
methodical and varied. In this article we discuss planning a marketing
strategy, potential tactics to use, and methods for implementation.
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Building a practice through marketing must first start with a plan.
Your plan should include market analysis, market strategy,
implementation, and follow-up. Developing this plan and making it
effective must begin with plenty of background information.
With these facts and ideas in mind, you can choose which marketing methods will be most effective for your practice.
What funds are available to market the medical practice? How much are you and the practice comfortable spending? Knowing this limit will help you determine what tactics are possible.
- Are you able to implement a marketing campaign?
Think about the staff in the practice, and their workload. Who will be
responsible for sending out press releases or newsletters, follow-up
with patients after visits, tracking the source of news patients, and
more? Be sure to consider your staff’s workload and available time when
creating a plan.
- Understand who makes up your community.
Discover and digest demographic information on age, race, income level,
education, and more. You can find this information through your local
Chamber of Commerce, or through online library resources.
- Understand how big your community is.
How many people live in your city or town? What subsets of the
population will make up your patients? How will these folks arrive at
your practice? These factors are essential to consider when you are
describing your practice and the role it serves in your community.
- Comprehend your strengths, weaknesses, and opportunities.
What is unique about your practice and your staff? Why do patients come
to you? This idea will be your message for patients and physicians.
- Appreciate the competition.
Don’t ignore any competitors when considering marketing for your
practice. Instead, figure out what makes them tick. What messages are
they conveying? What are their strengths and weaknesses? How do they
differ from your practice? Knowing the answers to these questions help
narrow in on your specific niche in the community.
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