Let the patients come to you.
The following article is a throwback to years spent writing papers and reading literature…years where the hope that an English degree could result in a New-York-Penthouse kind of job was still alive.
The fact is, things change. One might hope their English Degree would be worth something someday, while the other might think that nothing good could ever come out of higher education. But people change and life changes and this blog is less profound than it was meant to be, but it’s still about change.
Compare and Contrast: How to Market Your Medical Practice Now Vs. 20 Years Ago
James M. Giovino, MD., is a family practitioner. Concerned with the question of how to market your medical practice in the year 2002, he gives some solid advice for Family Practice Management. He writes about “expanded services,” “welcome to the practice letters,” as well as personalized happy birthday notes and outbound marketing.
Fast forward 12 years to where Audrie Mclaughlin, RN is writing for physicianspractice.com. She, too, has a host of ways to market a medical practice. Several of her dizzyingly-specific suggestions are to get a social media strategist, be active in the community, host open houses, give seminars and talks on your field of expertise, send out cards and check-up reminders, and host lunch-and-learns at the local assisted living facility.
So both Giovino and Audrie agree on capitalizing on the current patient base by making them feel welcome and wasting a lot of paper. This ought to generate new leads, and ensure that the current clientele don’t go skipping off. Make no mistake, customers and patients alike are only too happy to leave you. And we don’t live in a society where loyalty is exactly valued. Much like in a marriage, if you want them to stay, you have to work for it.
We recommend you try to save the planet and do all contact by email. That way you have a record of who you’ve been in touch with and when, and you can maintain that beautiful balance of caring therapist, without diving into clingy mom or psychopath territory. Also, nobody reads their physical mail anymore, so that might not be the way you want to market your medical practice.
If you’re wondering when this article is going to answer the original question of how to market your medical practice, here’s the answer put so simply by Giovino.
- “The best way to begin your marketing efforts is by providing excellent care and service to your current patients.
- In competitive markets, physicians need to embrace the marketing methods of other industries and shouldn’t be afraid to do so.”
Other industries are turning to SEO and inbound marketing, which hinges on the idea that patients in 2015 are searching and deciding themselves. You aren’t going to see anyone digging through a pile of their mail, scratching their head wondering where that little square postcard is that the PT sent them. That is not how to market a medical practice in the 21st century.
Embrace the marketing methods of other industries…and save a whole lot of time and trouble in the bargain! Contact Farotech for more information on how to market your medical practice.
