Earn 30-60% MORE Revenue: How to Develop a Strategic Medical Marketing Plan for Your Medical Practice

Did you know medical professionals who market their medical practice, REGARDLESS OF THEIR PRACTICE AREA earn 30 -60% MORE in revenue than their non-marketing colleagues?

Do you have a strategic marketing plan for your medical practice?

Do you even know how to create one?

If you own or manage a medical practice (whether you’re a dentist, doctor, physician or a practice manager), you must develop and implement medical marketing strategies if your practice is to reach its maximum profit potential.

Marketing a medical practice effectively requires specialized skill and knowledge. Armed with the proper information and tools, you can easily create and implement an affordable, ethical and effective strategic medical marketing plan for your medical practice. First, acquire the knowledge you need to correctly market your medical practice. Marketing your practice improperly can harm your professional image much more than it will help your image, so obtain the appropriate resources for developing a medical marketing plan.

Physicians, doctors, and dentists have many choices when it comes to finding professional assistance with developing a marketing plan. But, when it comes to laying the foundation for your image and brand, no one will have a better understanding of what is the best fit for your practice but you. An affordable and effective alternative to paying a medical marketing consultant tens of thousands of dollars to develop a marketing plan that may or may not be effective is to attend an Rx MD Marketing Solutions Webinar. The Rx MD Marketing Solutions Webinar Series will give you the knowledge, tools, and technology you need to become a marketing success.

Having a strategic marketing plan for your medical practice is of great importance because a strategic medical marketing plan will allow you to map out who you want to target, when you want to target them, how you’re going to reach your target market, and whether or not your marketing tactics are working based on trackable results. Without a strategic marketing plan for your medical practice, you could be throwing good money right down the drain.

Your medical practice’s strategic marketing plan should layout clear, concise, and realistic goals. To establish realistic goals, you need to identify your target market. Begin identifying your target market by considering your practice type. Which demographics will most likely use your services? Where are they located? Do you offer a service that people would be willing to drive some distance for? This might be the case for a specialty doctor like a cosmetic surgeon or dermatologist. Or will the people who use your services be more interested in convenience? For example, people looking for a family doctor will be more inclined to look for a physician that they can access quick and easy. Advertising your medical practice will only be effective if you know who you are targeting.

Once you’ve identified your target market, you need to look at your competitors.  Look at the location of your competitors in relation to the services both of you offer. For example, a family practice won’t view another practice two hours away as a competitor, but a plastic surgeon might. Conduct Internet research to find information related to your competitor and visit their website if they have one. Being familiar with your competition’s marketing efforts will help you differentiate yourself from them and shape the goals of your own medical marketing. Whatever you do, don’t copy your competitors! In many cases, medical practices that do conduct marketing activities actually do the wrong things. For instance, many practices create ineffective ads and leave out the major components of compelling marketing. So, gather information, but use professional and knowledgeable resources to create your medical marketing materials.

Once you have clearly identified your target market and completed your market research, you need to develop a medical marketing strategy to implement effective marketing tactics. Your strategy will be your big picture road map for attracting patients to your medical practice. Your tactics will be the specific actions you carry out to bring new patients through the doors of your medical practice.

Integrated medical marketing strategies are hands down the most effective way to sustain and grow your medical practice. Look for ways to use multiple mediums to communicate your message to your target audience. The tactics you use will be dictated by your medical marketing budget as well how your target audience will best receive and respond to your message. Some medical marketing tactics may include medical advertising in different forms of media, or the development of a grassroots marketing campaign to generate word-of-mouth advertising.

Once you’ve settled on a strategy and tactics, you will need to develop a method for tracking the effectiveness of your medical marketing plan. Tracking your results is essential to determining whether or not your marketing plan is helping you realize your goals. Tracking can be difficult if your tactics aren’t supported by turn-key marketing tools, so invest in your marketing vehicles wisely and look for built in tracking systems.

The most important thing you can do to improve the revenues of your medical practice is to develop a strategic medical marketing plan. Without a medical marketing plan you are at the mercy of the marketplace. Even if you don’t take the time to develop a professional marketing plan (which you should since Rx MD Marketing Solutions makes it easy for you to do), simply write down a mini medical marketing plan to get yourself started.

Here’s an example of a mini medical marketing plan to get you started:

Goal: To increase the number of patients visiting the practice by 25% in the next year. Here, you have a clear goal and a definite time frame for your medical marketing.

Strategy: Make sure your existing and new patients have a positive experience at the practice, and will in turn, refer family and friends. Develop a system for generating referrals using a “Care to Share” program. This shows that you’ve chosen to use the word-of-mouth strategy for your achieving your goal.

Tactics: Regular customer service training for staff, incentives for staff based on word-of-mouth referrals; continually entertain new ways to improve the patient’s experience at the practice. Promote your “care to share” program within your practice. These tactics can be a starting point and may change depending on their effectiveness. The important thing is to have an initial direction for your medical practice marketing activities.

Tracking: Keep an excel spreadsheet of all your patients who refer new patients using your “Care to Share” program, and also track all patients who make appointments as a result of those referrals.

This example is as basic as it gets when it comes to developing a marketing plan for your medical practice. Setting goals, developing a strategy, implementing tactics, and measuring success are the four core elements of your medical marketing plan. Your marketing plan should provide a clear direction for you and your staff to follow to marketing success. Keep in mind, aspects of the plan are prone to change as some methods prove more effective than others or new ones are brought forward. Include your staff in your marketing activities and garner their support to implement your marketing tactics. It is essential that your staff understand and participate in your medical marketing activities to ensure a greater chance of success.

When selecting methods for communicating your message, make sure that your money is used to promote your practice in the most efficient way. A family doctor looking for local patients might try advertising in a community newspaper, and not in a paper distributed some distance away from their office. A plastic surgeon, on the other hand, may want more extensive coverage and would be smart to consider advertising in all forms of print media within a certain distance.

Web marketing is also a cost-effective and efficient method for communicating with your current and prospective patients. All medical practices in all practice areas, big or small, benefit from a website. People are increasingly web savvy and turn to the Internet for information; so develop a professional and informative online presence that reflects well on your medical practice.

No two medical practices are the same so you will not find a cookie-cutter medical marketing plan to implement in your practice with perfect results. Your medical marketing plan should be a well-thought out, clear document that meets the specific needs of your particular medical practice. You must uncover what will work for you and help you reach your personal and professional goals.

If you desire to develop a powerful marketing plan for your medical practice that will increase your patient loyalty and attract new patients, contact Rx MD Marketing Solutions for a wide variety of affordable and professional medical marketing options.

Rx MD Marketing Solutions provides full service marketing for doctors, marketing for physicians, marketing for cosmetic surgeons, marketing for dermatologists, marketing for aesthetics, marketing for general practice physicians, and marketing for dentists.

Our services include: Webinars to give you the knowledge you need for marketing success; Turn-key marketing tools that are ethical & professional; Affordable & effective Web design to establish your online presence; Referral programs to increase your revenues and public relations campaigns to improve your recognition. We are more than medical marketing consultants; we help explode the profits of your medical practice!

Marlee Ward is a medical marketing specialist and health care consultant. Having worked in marketing and public relations for over 10 years, Marlee has seen medical practices struggle with their marketing efforts and get “taken” by practice consultants time and time again. Surrounded by a network of medical professionals,Marlee was inspired to create the Rx MD Marketing Mastery System to help physicians, doctors, and dentist obtain the knowledge, turn-key tools and technology they need for medical marketing success! Visit us online at www.rxmdmarketingsolutions.com


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