Smart medical practice marketing can help you grow a stable practice, have more satisfied patients, and see better reimbursements. You no longer have to rely on insurance companies as your sole gateway for new patients. Networking and digital marketing provide you with an abundance of resources that will not only make you more appealing to prospective patients, but more personable as well.

1. 7 Steps to
Market
Your Medical
Practice
to Succeed
HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING
PHYSICIAN’S SURVIVAL GUIDE

2. HEALTHCARE MARKETING
HEALTHCARE TECHNOLOGY
First Things First
Do You Know Who You Are
Competing Against?

3. The most important part of your practice
is your patients. The problem is that by
the time a patient gets to you, they may
have had some bad experiences that have
caused them to be jaded about the entire
healthcare process.
The competition among medical
practitioners including hospital network
systems, urgent care networks, private
practices and others is increasing as the
demand for those services increase.
If you can’t
seem to fill
up your waiting
room or your
schedule,
you may be
losing patients
to other
options.
Your
patients
have
More
Choices
than ever
before.
Are you competing
against other Physicians?

4. Physician’s Survival Guide: How to Market Your Medical Practice to Succeed
You are competing against yourself
when you are trying to increase your
volume just to make up for the payers
that pay poorly.
You get caught in a constant cycle of
chasing to catch up and struggle to
collect what you need every month.
When you depend on insurance
companies to send you patients and
dictate payments you loose control of the
type of practice you want and your ability
to be profitable.
If you feel
like you are
working
harder but
making less
money it is
likely you are
competing
against
yourself in a
race to the
bottom.
You can
control
the
direction
of
Your
Practice.
Are you competing
against yourself?

5. 5 Physician’s Survival Guide: How to Market Your Medical Practice to Succeed
HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING
You Don’t Have
to Rely on
Insurance Companies
Many physicians do not put much into medical practice
marketing because insurance companies and referring
physicians are constantly sending patients to them for
various services as part of a specific healthcare plan.
You no longer have to rely on insurance companies as your
sole gateway for new patients. Networking and digital
marketing provide you with an abundance of resources
that will not only make you more appealing to prospective
patients, but more personable as well.
Smart medical practice marketing can help you
grow a stable practice, have more satisfied
patients, and see better reimbursements.
Showcase Your
Thought Leadership
Patients and other health practitioners
are looking to you for your expertise.
Through educational websites, newsletters,
webinars, seminars and books, you can
communicate your standard of care, as
well as how you deliver this standard.
This is called thought leadership marketing and this
approach works and works quite well.
1

6. 2
Learning how to better manage your scheduling, data
entry, coding systems and medical records are part of
the bigger picture for success. Patient portals are being
adopted at a strong rate and are a requirement for
Medicare Meaningful Use compliance.
The digital world has opened up a host of avenues that
can be used to directly communicate with patients.
Here are the steps that will
help you reach out in new ways:
1 Create a strong website that is easy to use on
any mobile device.
2 Use search engine marketing to find out what
treatments your patients are looking for and get
their attention.
3 Create an email communication series that will
educate your patients and make them more
compliant.
4 Provide information about your practice and
treatments that your patients can subscribe to.
Medical practice marketing shows your patients that you
care and are willing to come to them, albeit in a digital
form. Through online communication you can begin to
create relationships with new patients before they ever
set foot in your office. Medical practice marketing gives
you the means to create those relationships without
relying on an insurance company.
Communicate Better
with Patients Online

7. 87% of all new patients now look for you
online first. When you create a website,
new patients are able to access you in
several ways, that two decades ago, didn’t even exist.
Patients can easily refer friends and family to you without
having to go through a third party.
A patient who is considering you as a physician can do
several things from a website without even dialing your
telephone number:
1 Watch videos about conditions and treatments.
2 Subscribe to your email list to receive
notifications and updates about your practice.
3 Read & watch video testimonials from other
patients.
4 Read your bio and learn why you do
what you do.
5 Schedule an appointment and register online.
3Your Website is Your Welcome Mat

8. Active networking and reaching out to both patients
and other healthcare professionals is key to your
success. Networking involves continually reaching out
to others and creating a support system of individuals
(in this case, patients) who need a highly qualified
and dedicated physician. You can build your network
through digital advertising, email campaigns or
the creation of a website dedicated to you and the
services you provide.
If you are a specialist you can reduce your reliance
on a few referral sources by speaking directly to
your patients. When your patient requests you to
their primary care for referral the physician is thrilled
because they know their patients are happy and taken
care of. It reduces the burden on the PCP referral
coordinator which they love. You are actually making
that process better so they will refer more patients to
you because they don’t have to work as hard.
5
Physician Referral
Balancing
Staying in Touch with
Referring Physicians while
Reducing Reliance
Your profile is an online representation of who you
are, what you do and why you do it.
Patients would like to know about the person they
are entrusting their health too. They want to be able
to like them as a person and trust
them as a professional. With medical
practice marketing, you present your
image the way you want to be seen.
Reputation
Management:
Your Online Profile
4

9. You can be proactive and reach new patients with the power of 4 billion online searches per day on Google. People
are looking for relief from the diverse mix of conditions that they suffer from. This is where they need to find you,
a qualified physician, before they find the massive amount of online advice that may not be accurate.
You have to grab their attention based on the pains they are having. They are more likely to be searching for
“Migraine Relief” than “Valley Neurology”.
You can implement the following to help grab their attention.
Invest in a
high quality
interactive website.
Use Search Engine Optimization
based on the conditions you treat.
Invest in Pay-Per-Click
Advertising to improve your
rankings and visibility.
Offer easy satisfaction surveys
for your patients online.
Be transparent about how you
treat and meet your
patients needs.
Use social media to your spread
the word about your care.
6Internet Marketing: Finding New Patients
Easily to Expand Your Practice

10. One of the most powerful parts of having a good
online marketing plan is that you can specifically
find patients searching for your services in a certain
location. It used to be that you would go to a hospital
or community event to find patients who are part of
your neighborhood. Now we can simply see who in
your neighborhood is looking for you. Then reach out
to them without the high cost of your time and still
make a strong impression.
Patients across thousands of sites
and apps share their location as they
browse local content. A location
targeted mobile ad will let them know
when they are close to you. Help local
patients find you when they are in need
especially in urgent care situations.
Local Marketing:
Be a Neighborhood
Doctor
7 With so many bills to pay and insurance companies
paying less and less how can you know if it is worth it
to spend the money to market your practice?
You can expect a minimum of 15% increase in new
patients in first 6 months and it goes up from there.
Think about how your practice would handle the
increase in volume and any potential staffing issues.
Getting Results:
Is it Worth It To
MarketYour Practice?

11. HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING
How to Get Control of Your Practice
Here are the questions you should ask yourself:
Are you getting paid what you are worth in your specialty?
Is your practice at maximum capacity?
Is there room on your schedule for more new patients?
Do you have plans to expand in the next 4-6 years?
Do you have payers that are consistently paying less on codes?
Do you feel confident enough to drop a poor paying health plan?
Are you planning to launch an ancillary or cash based services?
Are you losing new patients to local competition?
Are you overly reliant on referring physicians?

12. 14 Physician’s Survival Guide: How to Market Your Medical Practice to Succeed
HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING
Here’s How
to Start
You should start by getting help and
all the details needed to create a
great strategy.
Tactics are only as good as the
plan driving them.
HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING

13. 15 Physician’s Survival Guide: How to Market Your Medical Practice to Succeed
HEALTHCARE SOLUTIONS
HEALTHCARE CONSULTING
HEALTHCARE MARKETING
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