How to Market Your Practice More Efficiently and Effectively
It’s easy to let marketing slip simply out of a lack of time. This doesn’t mean that you can’t market your practice. You just have to become more efficient. Prioritize What is the most important thing your practice needs? Attracting new patients? Getting more referrals? Define your goals, then choose tactics to help you achieve them. Example: A practice wants to increase the number of new patients from referrals by friends and family. Our patients are happy and likely to refer, so we need to leverage that into more new patients. Plan Out Tactics You need a plan to help you stay consistent. Then, figure out how that plan fits into your daily work. Without a clear plan, you may spend much more time on marketing, so it will save time in the long run. Example: Make it easy for patients to refer via a Facebook campaign and a landing page on our website. We’ll collect patient stories and share on our Facebook page and track new patients related to the campaign. Delegate Responsibilities Delegate tasks where you can to ensure that everything gets done on time. Example: Nurses find patients to participate. Front desk staff collects the information. I post the information to Facebook and create the landing page. The practice manager attributes patients to the campaign. Use Automation Automation allows you to set up and schedule content ahead of time. You can find automation tools for several different platforms, including social media, blog posts, and email marketing. Example: Schedule out Facebook posts. Schedule content updates on our website. Use electronic surveys to quickly collect information from patients. Social Media - Pre-planned events and any information that isn’t time-sensitive can be scheduled ahead of time. Most social media management services are free and will save you the trouble of logging into each account. Hootsuite and Buffer are popular, but research and test to see what works best for you. Blog Posts/News Updates - Most blog sites like Wordpress allow you to schedule posts in advance. Just be sure to keep a schedule of posts so you can stay on track. Email Marketing - A service like Constant Contact or MailChimp allows you to set up content and send to a group of contacts exactly when you want. No need to manually send out each one. Use a HIPAA-compliant service to protect patients. Evaluate Progress & Focus on What Works Over time, you should be able tell what is working for you and eliminate what isn’t. Frequently review your results so you aren’t wasting time on something that isn’t helping. Example: Review the number of patients that credit their visit to referrals. Has that number increased, or remained steady? The answer will inform our strategy moving forward. The key to making your practice’s marketing more efficient and effective is having a plan, sticking to it, and cutting out unnecessary steps.
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How to Market Your Practice More Efficiently and Effectively
- 1. 1 How to Market Your Practice More Efficiently and Effectively PATIENTS + PATHOLOGIES + PROCEDURES 1
- 2. Presenter Michael Roberts Marketing Director, Mudbug Media P3 Inbound Patients + Pathologies + Procedures P3 Inbound
- 3. People Are Busy - Especially Dr. Smith It’s easy to let marketing fall to the wayside simply out of a lack of time to get things done.
- 4. 5-Step Cycle To Marketing Your Practice Prioritize Your Efforts Create A Solid Plan Delegate Responsibilities Automate Processes Evaluate Your Process & Refine 1 2 3 4 5
- 6. Dr. Smith Needs More Referrals !!! REFERRALS from FRIENDS & FAMILY It is important to know what Dr. Smith’s business need is, that way, he can pick out the right tactic for EXAMPLE --- PRIORITIZE
- 7. Plan Out The Tactics 2 S aves you time in the long ru n
- 8. Add a referral page to your website WAYS YOU CAN PLAN OUT TACTICS Hand out info to patients at your desk Run a Facebook campaign 1 2 3 REFER A FRIEND Subject: Name: Email: Phone: Questions/ Comments: Dr. Smith Plans to Add A Referral Page To His Website PLAN
- 9. Delegate Responsibilities 3 Hel ps ensure things get do ne
- 10. Dr. Smith Asks His Staff to Help Out nursescan ask patients if they would be interested in participating Help? FRONT DESK EMPLOYEES INFORMATION CAN HELP COLLECT or DELEGATE
- 11. Use Automation When Possible 4 W ill save you time
- 12. Automation allows me to set up what I need ahead of time and schedule when it will go out. Dr. Smith Adds An Electronic Survey To Website TAKE SURVEY Schedule out Facebook Posts WAYS YOU CAN USE AUTOMATION Schedule updates to content on website Use electronic surveys 1 2 3 AUTOMATE
- 13. Social Media Many practices find that health tips & info resonates with their social media followers. In many cases, this content is not time-sensitive, so you can schedule it ahead of time if you have the content ready. AUTOMATE
- 14. YOU CAN SCHEDULE BLOG POSTS Blog Posts /News Updates Most blog sites like Wordpress allow you to schedule out posts ahead of time. AUTOMATE
- 15. Email Marketing You can set up your email messages and newsletters, and set them to go out to a particular group of contacts exactly when you want. No need to manually send out each one. AUTOMATE
- 16. Frequently view your results Evaluation Progress and Focus on What Works 5
- 17. Dr. Smith Identifies What Works SPECIFIC EVALUATE What is the # of patients who attribute their visit specifically to referrals?
- 18. Have a plan, stick to it, and cut out unnecessary steps wherever you can. Dr. Smith’s 5 Step Process Was A Success! Prioritize Your Efforts Create A Solid Plan Delegate Responsibilities Automate Processes Evaluate Your Process & Refine 1 2 3 4 5