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Referrals and RelationshipsBehind every professional referral, there is a relationship between someone at your practice and someone at the referring practice. It’s a relationship based on trust. From cardiac surgeons to gastroenterologists, from endodontists to podiatrists, many healthcare providers depend heavily on professional referrals to keep their business running, growing and changing…

What this means is that these types of practices are dependent on relationships. And relationships need to be maintained. So this month’s tip is as simple as it is important: Pick up the phone and call.

Growth- and success-minded practices are wise enough to develop and manage effective practice representation programs. As successful as such programs are for many referral-based practices, they are a complement to not a replacement for the direct contact between you and your referrer.

When a doctor sends you patients, there is trust inherent in the act. And that trust is placed in you, the individual healthcare professional. So you need to maintain, reaffirm and strengthen that trust by reminding the referrer of your appreciation and support.

While your practice representative does something similar (and vital), he or she is merely building and supporting the bridge between your practice and your referrer’s practice. You must still walk across that bridge from time to time to shake the hand of the person who is entrusting you with his or her patients and contributing to your revenues.

Take a few minutes, call a referrer, say hi and ask how things are going. Start with those you know best and with whom you’re most comfortable. And be sure to ask them how you can help them take better care of their patients.

Not long ago, traditional media such as Yellow Pages ads and print collateral were mainstays of the healthcare marketing mix. Not so today. Today, it’s about having the right mix of traditional and e-media marketing strategies to achieve your objectives…

Identify the right strategies to reach your target audience
There may always be a need for printed materials such as practice capabilities brochures and patient information sheets. In some small, rural markets across America and in certain health specialties, there is still a place for Yellow Pages ads, too. There are still places in America where people don’t own or use computers. But the greatest potential for new marketing opportunities today is on the Internet.

Over 110 million Americans routinely search the Internet for all kinds of health information, services and support. To reach your share of this enormous audience, you need an effective Internet presence. Your first basic necessity is a well developed and designed functional website that communicates your unique brand, benefits and services to healthcare consumers. Your website should be easy to navigate, easy to use, easy on the eyes and sufficiently interactive to engage visitors.

Your second basic necessity is Search Engine Optimization (SEO). Without good SEO, your website will languish in obscurity, unnoticed by the people you most want to reach. Invest in good SEO and your rewards will be worth every penny.

Beyond your basic online marketing necessities
Once you have an effective website and good SEO, you should consider tactics that will make your site “sticky” or hard to leave. Offer visitors some variety with an interactive e-brochure they can marvel at and download, an e-video (think YouTube) they can learn from or a blog they can add their own comments to. Add social networking links and more interactivity through FaceBook, YouTube and Twitter.

You may not know that SEO, or search engine optimization, has grown into a true science in recent years. Yet most SEO practitioners are still performing basic keyword, competitive and site structure analyses — and little else.

There’s SEO and there’s true SEO
Real SEO practitioners believe in using the whole armamentarium of SEO strategies, from complete site analyses to on-page and off-page optimization, social media optimization to complete reporting and analytics. In other words, they use all the science behind SEO, not just the easy parts.
The Proof is in the outcomes
With comprehensive, state-of-the-art SEO, your site will become easier to find in search engine listings. So it’s easier for patients and referring physicians.

The goal of true SEO is get your website listed as high as possible in the first few pages (preferably the first page) of search results on major search engines. Not only should you see your site rise in search engine listings, you should see complete reporting and analytics from your SEO provider.

You should know what’s working and what needs to be adjusted to improve your results. Evidence-based SEO eliminates the guesswork.

Your Website On Top of the List

If you are investing in a website, you owe it to yourself to get your ROI by optimizing your practice website for top positioning in the search engines. Search engine optimization (SEO) structures your web pages so that your site will appear high on the search engine results page (SERP) every time a prospective patient makes a query.

Search engines like Google®, Yahoo!®, Bing™ or MSN®, crawl and index billions of web pages every day to return relevant data to their search patrons. And your website could have “walls” and “bumps” that prevent search engines from finding your website at all.

Only 8% of search engine users review more than the first three pages prior to clicking on a result. Don’t get buried deep or remain invisible on the web. Get professional help to have your Internet presence known.

Once your website is optimized for search engines, your practice will enjoy a level of web presence that will work to generate a steady stream of patients for you.

How Do You Do It?

Web Analysis

Get a grip on how your website is working
Are there any indexing barriers in your site architecture?
Keywords are critical. Are you using relevant keywords in the right places?
Though popularity may signify relevancy, high-traffic phrases do not always mean competitive results.

How is the competition doing for certain keywords? Sponsored links?
What is your search engine ranking in relation to competitors?
Is your site link-worthy?
Do you have valuable, original content?

On Page Optimization

Making your web page search engine-attractive
No repetitive keywords or high-density phrases but key placement of nicherelated, practice-relevant targeted keywords.
Title tags and meta descriptions unique for every page, for maximum page relevance and click-through rates. And keyword branding!
Best possible experience on user navigation – easy, intuitive and functional onsite links.
Keyword-appropriate, relevant and unique content – that quality websites will want to link to and users return for more – the key to long-term first-page ranking in search engines.
SEO coding up to par with web services validation standards, ensuring quality display and function.
Robot.txt optimization that protects confidential information in your system’s database – such as your EMR – and keeps it out of reach of search engines.

Off Page Optimization

Getting your site web-wide attention
We manually submit your website directly to top search engines, high-PageRank directories and traditional marketing channels.
We launch a link popularity campaign with related industry/practice websites and reputable domains. Quality inbound links are votes for your PageRank score, increasing link reputation and authority as an information source – leading to high placement and traffic!
We leave no medium unfarmed, we syndicate content with social networking sites, online forums and blogs, we advertise with web classifieds, and we give online press releases.

Putting you in front of your prospects anywhere, anytime
Beat the neighborhood competition for Internet visibility. Make your practice virtually “physically” visible at the same time your target user is searching for your services.

Optimizing your site with local map directories can make your practice easily findable by your local community. Google’s intuitive capabilities let you appear in the local search results with a visual guide to your practice location. Now you can target your ads to appear only to a specific location, region or town, allowing direct, fast marketing impact on your target market.

Performance Tracking
and Reporting
Track results
Consistent placement requires relentless analysis of performance indicators in your website. Success metrics help you make SEO adjustments and future marketing decisions.

Keywords, visitor profiles, appointments, sign-ups, page traffic and search engine and URL/domain referrals tracking helps you determine what are generating interest from users and capturing the attention of your target audience.

We track performance of your website from lead generation to patient conversion – helping you get the biggest bang for your marketing buck.

Practice Builders offers proven strategies developed through working with more than 15,000 clients.

Though EMR costs can vary greatly, most practitioners believe that reputable EMR systems will pay for themselves over time and lead to increased revenues. Still, many physicians worry about the time it will take to recoup their initial investments. Here are some things to look for when considering an EMR system for your practice:

EMR can improve your office’s efficiency

EMR makes charting faster and easier. A comprehensive EMR system’s functionality should include appointment setting, billing links, coding tools, chart evaluation, email and messaging, patient tracking, reporting, template management and more, all in one fully integrated system. Even though an EMR investment can be costly, over time this investment will result in greater savings for both clinicians and health insurance companies. Remember that EMR also saves physical space. Instead of big, thick paper files cluttering the walls and shelves of your office, all patient data is easily accessible by computer.

EMR can increase your profits

EMR should eliminate the high costs of medical transcription fees, saving you thousands of dollars. Good EMR software should improve your office productivity through easier access to patient information and improved workflow. EMR should enable you to support your billing and claims processing with complete, accurate documentation. A more efficient office enables you to see more patients, thanks to easy access to patients’ medical history and easier charting.

As with Healthcare Practice Marketing EMR should also deliver a real return on your investment

With the right combination of powerful and easy-to-use features, a good EMR system will make your practice more efficient at an affordable price. Under these conditions, most practices can see a positive return on their investment within months after their initial implementation.

EMR should be supportive, easy to use and flexible

The right EMR system should support today’s latest technologies. These include wireless networking, voice and handwriting recognition, remote access and running on commonly available computer platforms such as Windows®, Mac®, Linux® and other networks. The right EMR system should also mesh well with other EMR systems to facilitate the fast, accurate exchange of information between practices, hospitals, imaging centers and labs.

With the right computer system and EMR software, you can make your practice more efficient and see a continuous return on your investment.

How does an inferior product succeed in the marketplace while a superior product falters or fails? Why are consumers willing to spend 50% more for a product that is essentially the same as its competitor or buy services that are inferior to others?

The answer lies in…

…the power of branding and marketing. Marketing and branding affect every industry, including healthcare and medicine. But the easiest way to understand the true power of branding and marketing is to look at another industry you are familiar with – consumer electronics.

Inferior product wins through superior marketing

In the 1980’s, there was a battle between VHS and Beta videotapes. Though most video experts claimed that Beta (Sony Corp.) was the superior format (with the added advantage of having more compact, space-saving tapes), VHS captured the lion’s share of sales and a sizable lead in market share. VHS won the battle for consumer dollars. Ultimately, Beta format, which held the advantage in the professional videography market, disappeared completely from the consumer market. Marketing helped VHS, an inferior product, win out over its superior rival.

The point is that less qualified healthcare practitioners can beat more qualified practitioners by doing a better job of marketing. Quality does not automatically guarantee results.
Higher-priced product knocks off low-priced rivals with marketing
Two more recent examples are Apple’s iPod and iPhone. Both products have numerous competitors. Both cost substantially more than most of their competition, yet both sell more, too.
iPods cost, on average, 50% more than other hand-held MP3 players. Yet, iPod is, far and away, the most dominant player in the hand-held MP3 sector, with a whopping 76% market share. The next closest competitor is Sony, with an 8% market share.

So why are consumers willing to cough up 50% more for essentially the same product?

Apple’s brilliantly hip marketing machine has created a perception of quality and lifestyle enhancement that’s hard for consumers to resist. In 2008, iPhone sales rose 245% worldwide, despite its much higher cost than competitor smart phones from Nokia (the world’s current #1 cell phone brand) and RIM Technologies (maker of #2 Blackberry).

The point is that marketing can make a huge difference in the success of any organization, regardless of pricing or quality. As a healthcare practitioner, you likely have many competitors within your specialty or subspecialty. What are you doing to grab market share (expressed in terms of new patients, referral sources and revenues) from them? If you do nothing, you will lose in the end. If, on the other hand, you market smartly and strategically, you can still grow your practice and enjoy long-term success regardless of pricing or similarities to competitors.

Even if you have partnered with America’s leading healthcare marketing company, there may be times when you have to write a letter or a promotional piece without professional assistance. To help you get through that process, here are five things you can do to make your own communication more effective and more likely to be accepted by your target audience:

1. “YOU” is always better than “ME” – Instead of placing too much emphasis on your practice or yourself (ME, ME, ME), focus your message on your patient or referrer (YOU, YOU, YOU). Instead of starting your message with a phrase such as, “Here at XYZ Healthcare, we…”, focus on the recipient of your message with a phrase such as, “When you need faster pain relief, you’ll find it at…”. Readers need to know that you care more about them than yourself.

2. What’s in it for the reader? – The American consumer only cares about “What’s in it for me?” Your words, therefore, should include all the benefits to the reader. Benefits such as fewer appointments, less waiting, faster pain relief, friendlier service, greater convenience and more compassion are more important than features.

3. Clinical language vs. plain language – Clinicians tend to write most healthcare materials (including instructions to patients!) at a 12th grade level. Unfortunately, most American consumers read at a 5th or 6th-grade level. Avoid medical terminology and clinical language in favor of plain English to ensure that your message is received and understood. Medical terminology, jargon and statistics may be perfectly suitable – and desirable – when communicating with other health professionals. But, when communicating with patients, plain conversational language always works best.

4. Write for your target audience (Hint: That’s not you!) – Think about the patients you want in your practice. How old are they? Are they primarily white-collar professionals or blue-collar laborers? What do they want and need from your practice? Are they well-educated or not so much? It might help to jot down a list of their characteristics before crafting your marketing message. (Also, see #3 above.)

5. Always include a call to action – Perhaps the most common mistake in marketing writing, this is one area where you can be prescriptive. Tell your potential new patient what to do next. Visit your website. Call for a complimentary consultation. Ask about your free offer.

For more advice about communicating effectively with your patients, talk to one of the marketing communications experts at Practice Builders (800.679.1262). Better still, ask us to help you with your message, even if it’s on short notice.

For the professional beginning to promote his or her practice, mistakes are a way of life. For some, they’re a costly way. But no one can afford many mistakes in a tough economy, and now it needn’t be so; Practice Builders will share some of the biggest mistakes in practice marketing with you so you can avoid them.

Even though judgments of taste and creativity are often called for in promotion, there are some absolutes — especially absolute mistakes. So to assist you in your learning curve — and to save you time and money — here are the 12 biggest mistakes in marketing and advertising your practice. Now you’ll know how to spot them and how to avoid them.

1. Promoting at the wrong time.
On a limited budget, start your promotion just prior to your busy season and end it just prior to a seasonal fall-off. Don’t spend your money promoting during dead times unless you’ve spent sufficient money promoting during the up times. It’s always less productive and costs more money.

2. Choosing the wrong office location.
The right one is in an area with an advantageous professional to population (or company) ratio. The wrong one is selected solely on the basis of where you want to live.

2b. Choosing the wrong office location (part II).
A freestanding building almost always offers better outdoor signage opportunities than a professional building does. And signage is so crucial in attracting the public that, if done well, it can produce a third of your new patients or clients.

3. Not knowing how to handle objections.
If some professionals could hear their staff members handle an objection from a caller, they might well be distraught. Then they’d surely know they’re losing big dollars because their front desk often shoots answers from the hip. Instead: Script out sample answers for each common objection — no money, no time, no interest, no need and I’ll think it over. Results: optimal answers and many more appointments.

4. Not answering price queries correctly.
When people call to ask how much, don’t just mention the price. First, explain the unique benefits of receiving the service or product from you. Then quote the price. Without explanation, your services are just like everyone else’s, so price can be the only determinant. With it, you can charge even more.

5. Not preparing a marketing plan.
Without analyzing your competition, your objection, your budget and to whom you’re directing your promotion, you’re susceptible to two potential disasters. One — being swayed by salespeople into buying poorly designed and incorrectly targeted promotions. Two — failing to consider all important variables. Both lead you to big losses and dead ends. Instead: Construct a marketing plan first.

6. Sponsoring clubs or sports teams.
If it’s not mandatory that the players come in (or are brought in by parents) for a free service so you can meet them, then recognize your sponsorship as altruism, not practice building.

7. Promoting in school yearbooks or church bulletins.
These expenditures should come out of your charitable contributions account, not your promotional budget.

8. Putting your name in your ad’s headline.
Melvin Belli and Dr. DeBakey can put their names at the top of an ad to get it read. But rarely does a practitioner have enough public recognition to have his/her name entice a browser to read. Instead: Head the ad with strong benefits for coming to you, and keep your name and logo at the bottom.

9. Writing direct mail yourself.
Direct mail is the most difficult type of promotion to create. Why? Because it requires that specific techniques be built into a piece to stimulate immediate response. Practitioners rarely have the knowledge — or the talent. Unfortunately, most copywriters aren’t familiar with them. Instead: In direct mail, it almost always pays to hire direct mail specialists. Your response rates can jump 20 times.

10. Cutting prices first.
Prices should be the last element in your marketing formula to fiddle with. Before cutting prices, promote other aspects of your practice — experience, new services, selection, hours, convenience, etc. If all else is ineffective, then play the price game.

11. Not knowing your bottom line.
If it’s to attract new patients or clients or to retain old ones, that’s the goal. If it’s to please your colleagues (or competitors), that’s a different goal. And each one produces a different kind of promotion. If a promotion is well-done, your competitors will feel threatened, as they should. If they don’t, it’s probably not well-conceived. Knowing which goal is your true bottom line from the beginning saves you money and anguish.

12. Not coding and tracking your advertising.
Without effective tracking of which ads are producing how much in what media, you can’t stop the losers and pump up the winners. So to greatly improve ad results, insert keys into your ads — false phone extensions or individual telephone lines for each specific medium. That way, you know the source as soon as they call. Asking them where they heard about you yields 30% to 50% incorrect responses.

And a bonus tip:
13. Practice brochures that don’t sell you.
Most don’t because they contain extraneous or even negative selling points, like what to do in an emergency, a warning not to miss appointments, a requirement that you pay at once, etc. Instead: Put all the rules in an inexpensive brochure to be given to existing clients or patients. Put only convincing copy in your practice brochure.

Results from Practice Builders’ June 2009 Economic Survey are now available, and you will find some revealing information on how you and your fellow practitioners are weathering the current economy. Plus, you’ll find comparisons to our March 2009 and December, August and April 2008 surveys that show how the landscape has changed.
Among the results you’ll find are:

1. Continued decrease in practitioners reporting “No change” in their practice during the recession
2. What your colleagues and competitors are doing to handle the recession
3. What percentage are increasing their marketing to compete
4. How many of your colleagues and competitors are closing their practices

And more…





Joel Ellis


Practice Builders

Results from Practice Builders’ June 2009 Economic Survey are now available, and you will find some revealing information on how you and your fellow practitioners are weathering the current economy. Plus, you’ll find comparisons to our March 2009 and December, August and April 2008 surveys that show how the landscape has changed.
Among the results you’ll find are:
• Continued decrease in practitioners reporting “No change” in their practice during the recession
• What your colleagues and competitors are doing to handle the recession
• What percentage are increasing their marketing to compete
• How many of your colleagues and competitors are closing their practices
• And more…
See the results of Practice Builders New Economic Survey now at: