There was time when patients sought out to doctors, but given the increasing number of medical practitioners, it is the doctors who are battling to attract patients, new and returning in order to maintain a healthy and profitable relationship among them. With advances in technology, patients now have access to quality healthcare and detailed information in going about choosing the right medical practitioner.This evidently calls for a result driven, easy to implement marketing plan that will pay off in the competitive years and drive their profession to new heights. The focus of the marketing plan should be to ensure that the treatments and services offered best meet the patient’s need.
Marketing Plan that focuses on Patient Acquisition to Patient Engagement
A flexible marketing strategy that responds to changing market situations is the key to improving patient acquisition and managing long term business sustenance. As a medical practitioner you need to know where you are heading to go in order to plan how to get there. It is then, that you can target the right patient with the right message at the right time.
These are a few steps outlined to help you devise a Medical Marketing Strategy that will help you grow your business efficiently:
- Identify who you are and where you want to go: Begin your marketing strategy with a SWOT (strength, weaknesses, opportunities & threats) analysis. This will help you discover your key potential that differentiates you from the rest and give you a clear idea as to which type of patients you would want to attract and promote your practice accordingly.
- Design your sales funnel and marketing plan: When you know who your potential patients are, design your marketing plans and channels they are most likely to access. For example the age group of your patients will help you decide the ratio of online and offline marketing mix that is ideal for your business.
- Targeted online advertising for Patient Acquisition: Your patient acquisition process should meet the evolving needs and surroundings of your patients. An effective advertising campaign should entail a selected target audience and deploy strategies to optimize your business position and bring a call to action (call for an appointment).
- Patient Retention & Engagement Strategies: Patient engagement strategies should help attract new patients as well as builds long term relationships. Just like other staff, patients also need to be made to feel special. Automated E-mail marketing campaigns that will send notifications,updates, newsletters and routine check up reminders for example, are excellent engagement tools that ensure optimum patient relationship and repeat business.
The Bottom Line
A famous quote by Zig Ziglar says: “You can have everything in life you want, if you will just help other people get what they want.”
A good marketing strategy is not just the application of the 5P’s (Product, Price, Place, Promotion and People) to meet your requirements in driving your medical practice but also that which drives your reputation and branding. The key to a thriving medical practice is about maintaining a perfect balance of the medical marketing techniques that focuses on “staying in touch with patients”, “understanding their evolving needs” and “delivering results through a tactical plan”.