top 10 marketing strategies - dm university · 2 effective marketing is not a “sometimes thing”...

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DoctorsManagement University

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Top 10 Successful Practice Marketing Secrets

Dr. Seth LedermanPractice Builders

2012 DoctorsManagement®, LLC. All Rights Reserved



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Effective Marketing is not a “sometimes thing” –it’s an all the time thing!

Top 10 Successful Practice Marketing Secrets: 1


Types of Practice Marketing

• Branding/Positioning (UVP or USP)

• Internal Marketing

• Patient Referral

• Professional Referral Marketing

• External Marketing



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Marketing is a RevenueCenter –not a Cost Center!




Marketing Success must be based on a System Approach!



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Scientific Method of MarketingTM

Follow a well-designed marketing plan

� Branding – position & reputation

� Internal Marketing

� Patient Referral

� External Marketing

� Professional Referral Marketing

This is a specific RISK REDUCTION Process



Opportunity Cost is where the BIG $$$$ are captured or missed!



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Study on Practice Management

• The average Practice fails to convert > 200 potential good patients to appointments.

• If the average case value is Y, then Y x 200 = $ Lost

This means: if your average case value $500

$500 x 200 cases = $100,000 a year

lost through poor phone protocols!!



You are sitting on a GOLDMINE!!!



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People make healthcare decisions emotionally – they only justify rationally!




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Your marketing must appeal to your desired patient’s point of view – not yours!




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American Medical Association Subcommittee on Health Literacy

• Only 35% of Physicians know about health literacy

• 22% of Adult Americans are functionally illiterate

• 27.5% are marginally literate

This means half of your patients cannot

read at the 5th grade level!!



People judge what they can’t see based on what they can see – so…

Your branding & marketing communication materials need to establish the right image!



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Brochure


Brochure


Brochure


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In 2012:

• A majority of patients < 50 years old evaluate a practice by their Web site!

• Children and grandchildren evaluate a practice for critical parent issues by their web site.

• If patients are seeking your services on the internet, you absolutely must be in the first page!



Internet Marketing

Strategic marketing purposes for a web site:

• Communicate credibility & unique practice value to prospective and current patients/clients .

• Create, reinforce leading-edge practice image.

• Reinforce initial marketing impressions created through other marketing channels.

• Email to friends, family.


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Why Market Your Practice Online?

Sources:Yahoo Interactive Survey (2010)

Time Magazine & Jupiter Media Metrix

• Over 100 million Americans search the Internet for health information.

• 92% of businesses have a website.

• 87% of clients’ first contact with a business is on the Internet.

• More than 60% would switch to a doctor with a website.

• 20% of all Internet traffic is health-related.

• People who are >60 years old are the fastest-growing age demographic on the Internet.


Social media for a practice?

FacebookTwitterLinkedInYouTubeYelp


Facebook

• Social networking site: share information• Great way for physicians to engage their

patient base• Caters to B2C

� 6,845,609,960 humans� 1,966,514,816 Internet users� 517,760,460 Facebook users

Put another way: about 7% of the world's humans are on Facebook.


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• Establish FB name

• Create the “Like” page

• Determine call to action/strategy

• Customized landing image

• Determine navigation/tabs

• SEO content

Facebook


Twitter

• Social networking site: share information/tweets

• Text-based posts of up to 140 characters• Twitter has over 190 million users• Effective tool for physicians used to connect

with potential patients and colleagues


• Establish Twitter name• Create account• SEO content• Directory submission• Create background• Send thank-you message to followers

Twitter


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LinkedIn

• Strengthens and extends your existing network of trusted contacts.

• Builds referrals for specialties• Demonstrates experience and credibility• B2B-focus• Recommendation-based


• Establish LinkedIn company name• Create a company page• SEO content

• Basic practice information• Determine products and services to

be showcased

LinkedIn


YouTube

• Great way to showcase physician’s expertise, share knowledge and market their practice to existing and future patients

• Information videos can build credibility• Staff videos• Virtual office tour


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YouTube

• Establish YouTube channel name• Create channel with branded look

and feel• Determine category • Add first video


Yelp

• Referral/review-based• Good reviews creates actions• B2C-Focus• Real reviews, real people• Social networking site


yelp.com/biz/simply-lipo-saint-petersburg

• Create Yelp profile• If in Yelp directory, it will be unlocked• Determine call to categories

• Add images• SEO content • Establish announcement

Yelp


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In 2012 professional referral marketing must be handled differently than “old school” techniques because:

• Patients have changed!• Casual Professional interaction has significantly

been reduced!• The rise of the hospitalists• Surgeries being done in surgery centers




top 10 marketing strategies - dm university · 2 effective marketing is not a “sometimes thing”...

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