Healthcare Marketing 

When managing a medical practice, one should remember that finances are as important as medicine. Label it a profession, deem it a job, but categorize it as a business, as your accountant will.

It is an unquestionable reality that patients are beneficial for profits, and medical practices behave like any other small businesses that are competing for a piece of the pie. They need to attract consumers. Why is it that many doctors seem to be reluctant to advertise their services?

Even if you’re a great doctor, people won’t be lining up outside your office if they don’t know you exist.

Gandolf, a co-founder of Healthcare Success and highly experienced practice marketer, says it is an issue with strong emotions involved.

“There’s a stigma attached. Doctors mistakenly believe there is a correlation between how good a doctor you are, and how busy you are,” he says. “So doctors who need to market are bad doctors, and look needy and sleazy. “It’s a mistake, because there are good doctors who market and there are bad doctors who market. It helps both get business.”

The situation has caused a split in opinions among the market, between physicians who are unable to make any changes due to sticking to their stances, and those that have an understanding of the importance of marketing their practice. Gandolf proclaimed that a chance is there for those who are astute, yet most doctors simply sit and ruminate about what has taken place.

If you feel that marketing has a negative connotation, perhaps a short saying could be beneficial. In other words, according to Rachael Sizeland, who is the founder of RAS Marketing, if you do not actively advertise your services, another person or business will do it instead.

She makes it clear that even if someone is a great doctor, they may not be successful if patients don’t know they are there.

If the idea of advertising your services causes you to start sweating, do not be alarmed. Marketing is not all about slick, big-budget advertising campaigns.

“It is not the same thing as selling,” says Gandolf. “It’s about building the product to match what the customer needs, not trying to get the consumer to fit the product.”

This can be interpreted as efficient, affordable ways to enhance your reputation without spending a lot of money. The key to running a successful company is making sure that the customer is satisfied.

Marketing to The Converted

When it comes to advertising your business, your present customers are an invaluable resource. According to Aileen Culligan, the account director at Asdaa, a Dubai-based public relations company, the healthcare sector tends to be one that follows traditional practices.

There is an emotional connection that forms between doctors and patients, and physicians should direct their attention towards fostering a strong allegiance from their clients. They can get patients by word of mouth.”

Gandolf claims that it is even more advantageous because there is no cost involved in growing them. “Patients already have a level of trust in you. The greatest payoff for your effort is to obtain referrals from them, respond promptly and make sure they have a positive experience.

“Patients may have had great healthcare, but give them a little extra, and it will open the door to recommendations.”

Although many physicians are hesitant to inquire about referrals, Gandolf insists that physicians who don’t inquire won’t achieve any effect. Many procedures are seen as hectic, so if you don’t request referrals, patient won’t remember to do it.

So how can you encourage word-of-mouth recommendations? In this case, a modern logo or a 10 foot tall advertisement will not be successful. Rather, it is about understanding how to consider individuals as more than just their medical diagnosis.

“The real issue is the product,” Gandolf stresses. “It’s the sum total of the experience the patient has. Do you find ways of making billing easy for them? Do you smile at them? Do you treat them as individuals?”

The success of your practice can be determined by how effective you are at ‘internal marketing’.

A Healthcare Branding Group survey of 3,000 higher-level management from the health industry revealed that more than 40 percent of those surveyed reported patient experience to be the essential element in how the public perceives medical establishments.

No matter what, every time a patient interacts with your practice, you are conveying a message to them, according to Sizeland.

Patients usually have straightforward and uncomplicated motives to decide on one medical service provider instead of another, according to Matthew Pearman, who is an account director at PR agency Memac Ogilvy. It’s crucial for customers to be provided with high-level care, but it can be difficult for them to evaluate whether or not they’re getting it.

Pearman believes that if a person was asked to differentiate between Welcare Hospital and The American Hospital, they would not be able to.

Gandolf states that instead of direct measurements, patients use indicators to measure value. For instance, when dining out, if the surfaces of the tables are messy, customers will instinctively think the kitchen is unclean. In diners’ opinions, when the tablecloths are dirty it means the kitchen isn’t taking proper care in maintaining cleanliness.

If the atmosphere of your waiting area is unappealing or the manner in which you interact with patients is not hospitable, it will reduce their confidence in your competency. He states that people evaluate what is hidden from them based on what they are able to observe. A good way to stand out from the crowd is to be punctual and courteous when you meet with them.

“Stand out from the crowd in terms of your service, and you’ll do better than the guy down the street.”

‘P’ is for Profit

If you’re prepared to reevaluate your internal marketing, a few minor details can help set the correct foundation. Many marketers adopt the ‘Four Ps approach’ as a fundamental model to help identify their marketing blend.

The first “P” stands for the services provided by your company. This is your product. Gandolf advises considering the requirements that you are addressing in the commercial sector. Determining exactly what your product is vital for developing the principles of your business and determining what sets you apart.

Sizeland advises that you come up with a list of five to ten words that characterize your business; for instance, ‘personable’, or ‘meticulous’. She states that these words will be the basis for all that you do. The language you use creates your identity, and everything you do should reflect that mindset.

Once you have determined what makes you distinctive, your medical practice and its employees should align with that identity. Sizeland asserts that branding goes beyond just the logo and brochure design; it should be evident in all aspects, even down to how your personnel communicate with customers. “Staff need to know what’s expected of them. If your clinic professes to be amiable, they need to be cordial.

Gandolf suggests that getting the same message across repeatedly is a successful method. That’s marketing.”

The saying “location, location, location” applies to promotional activities. A key component of your strategy is the actual building or location you are working in.

Are you offering the services that cater to the needs of people in the local area? Can your patients get to you? Pearman suggests you pin down precisely which people you want to communicate with. What person are you going to concentrate on and what is your plan for doing so?

Sizeland suggests that the look of your practice can be a decisive point. “Does the appearance of the practice reflect your brand? What does your waiting room say about your doctors?”

Take a step back and view your practice from a patient’s perspective to gain fresh insight.

How many forms do you need to fill in? Could you simplify the process? Is your practice easy to navigate round? Going from one place to another to observe could aid in identifying areas in need of enhancement.

The cost of your service is essential; how much money do you charge, and does your work measure up to your fee? Sizeland suggests that the prices you set should be commensurate to the customers that you are targeting. Ensure that your fees do not exceed or are too low for the individuals you are trying to serve.

Sizeland emphasizes that any promotional efforts, whether internal or external, must be consistent and professional. Spread your reputation through reliable, economical approaches.

In other words, as Gandolf states; “It’s preferable to attempt something, rather than doing nothing at all.”

Building Healthcare Marketing Strategy