Marketing is vital for creating a sustainable medical practice. To grow your business, you need to be able to attract and retain patients – which means leveraging proven outreach strategies across both digital and “real world” environments. Here are five simple tips for marketing a medical practice of any size.
1. Create a Plan and Set Goals
Before sending out mailers or building a website, figure out what you’re trying to achieve, on what budget, and within what timeframe. You’ll also want to audit existing efforts to see what’s working and what isn’t. Taking the time to figure out what success looks like and how you plan to get there will help you keep your efforts targeted and on track. Remember that this plan isn’t set in stone – you’ll want to keep revisiting it as you meet milestones or your objectives change.
It’s also important to track your metrics. Use data, analytics, and self-reports to see how each campaign is performing and whether you should double down or course correct.
2. Shore Up Your Online Presence
Websites are the new business card, so make sure you have an up-to-date, easy-to-use website that prospective patients can find and learn about what you offer. Ensure that it’s ADA compliant, optimized for search and mobile and that it highlights what sets you apart. Depending on the size of your practice, you might also want to include functionality such as online appointment setting, payments, and even patient information portals. A blog and/or newsletter can help bring in traffic.
In addition to your website, claim your Google My Business page and make sure that it’s updated with the correct address, contact details, services, and professional photos. You can also optimize your listing to target specific audiences or search terms.
If you’re not on social media, now is the time to develop a presence. You don’t need to be highly active on all platforms. Just pick the platform most popular with your target audience and focus your efforts there. Be consistent in your posting, and aim to engage, build trust, and highlight your expertise.
3. Invite Reviews and Referrals
Businesses are built through word of mouth. But these days, we don’t just go to friends and family: we look for online reviews and comments. Ask existing patients to review your practice on Yelp, Google Maps, Facebook, or TrustPilot, and commit to responding to all reviews, especially the negative ones. The more reviews a practice has, the more highly it ranks in listings, and the more people are likely to trust it. You can also use reviews and testimonials on your website and your social media.
Additionally, consider asking existing patients – or other medical professionals in your network – to refer friends and family to you. Offering an incentive such as a gift card or a small gift can encourage them to do this. You can track referrals by asking how a new patient found out about you during the patient onboarding process.
4. Make Yourself Visible
Effective marketing is all about repetition. The more someone sees your name, the more you’ll become top of mind. Invest in high-visibility signage that can easily be seen from the road. Try banners, billboards, and local sports team sponsorships. Rent booth space at local festivals or events, sponsor local business or community meetings, speak on the radio, and give talks at community centers. Donate branded stationery to your local library or community center and donate your time and expertise with free clinics or an open house.
Your local newspaper is also a good contact – talk to them about a community interest piece or try an advertorial.
5. Make the Experience Great
All the marketing in the world won’t work if the patient experience itself isn’t great. Make sure that your practice is bright and modern and is positioned somewhere convenient and central. Streamline your check-in and onboarding processes, and make sure that patients aren’t kept waiting during their visit. Train staff to provide a consistent, positive experience, take the time to provide post-visit follow-ups and make billing and payment simple and transparent. Consider what sets you apart, whether that’s your area of expertise, approach, treatment methods, or personality, and focus the experience around that.
The better the experience, the more likely patients are to return and to share their experience with friends, family, and the community.
Talk to GZ About Elevating the Patient Experience
At Gittleson Zuppas Medical Realty, we specialize in medical real estate. Whether you’re looking to expand, move or open a new practice, we can pair you with the ideal property. We’ll help you maximize visibility and convenience – and negotiate a lease that allows you to put your best professional foot forward. To talk to us about leasing, buying, or even selling a healthcare property, get in touch!