Marketing strategies for healthcare are not a thing of the past or a thing of the future. Marketing strategies for healthcare are important to today’s practices and providers. If your practice has not developed a marketing strategy, than you are more than likely letting patients go to your competitors.
Recently flew and was looking at the on board magazine. Besides all the places to visit and dreaming about future destination there were lots of ads. All the ads you would expect. But what wasn’t expected was the type of ads.
- A full page ad touting large medical center specializing kidney transplants as a destination
- A full page color ad promoting a cancer center
- A full page ad for a medical center specializing in heart care
- A full page ad for lasik surgery
- A full page plastic surgery ad
- A full page ad promoting a wellness check for fatigue
- A full page ad for snoring solutions
- A full page cardio-vascular promotion
While I get the importance of marketing, I was totally unprepared for both the number and size of these ads. And what a clever idea. People travel all the time. They spend enormous amounts to travel so why not give them a healthcare solution as a destination?
Competition at its finest is by design a mechanism to promote quality, comfort, affordability and value among the various participants. And if you are offering state of the art healthcare in one specialty or another, why not take out full page ads in a travel magazine to promote that.
Healthcare practices need to get over that patients will just come to them and they have no need of developing a marketing plan or spend some major bucks on the plan. And they also need to look at the competition and evaluate it. Identify what you are best at and maximize it.
A pulmonology practice has minimal waiting room decorations with very uncomfortable folding chairs; but wait time is also minimal consistently. They spent their money figuring out a clinical workflow that gets patients to the provider quickly and efficiently. They are also keeping cost low.
Another pulmonary practice has lavish decorations in the waiting room and it’s a good thing because the wait is forever. They have TV, magazines, and even a complimentary computer for patients. Their prices are higher than the first, but so are the amenities.
Both practices have a marketing strategy. Both are trying to capture a market share of business. And most importantly, both will be able to carve a niche for themselves for different segments of population.
What does your practice do best? What offers you the edge over competitors? What’s your marketing strategy? Shout it on the internet, in magazines, on bill boards, on Facebook, on the radio, and on TV. There more you get yourself out there, the more opportunities you have to see new patients. Developing marketing strategies for healthcare providers and practices can be daunting. Give us a call and let us give you some free advice and direction on where to begin or where to continue.