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Marketing to Make It

By: Melissa Kelz
Posted: January 28, 2010, from the November 2009 issue of
Medical brochure

Knowing your audience can help you create marketing materials that specifically target your ideal patient.

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Potential patients are also searching your Web site to determine your areas of expertise, your credentials and whether you are board-certified, as well as what types of procedures you offer, so display this information where they can see it.

Digital strategy can include consumer reviews and testimonials about services. This also may incorporate blogging on your part, which is more powerful than most imagine. A blog provides updated headlines and news articles from other sites that are of interest to the user, and it also may include journal entries, commentaries and recommendations.

Blogging is not about controlling the dialogue—it’s an organic evolution of a conversation. Some businesses do it as a special subsection of their Web sites, and even if you don’t have your own, you should monitor blogs in the industry to see what your audience is saying.

If you do decide to start a blog, important things to consider include:

  • Blogs are essentially real-time cyber focus groups.
  • Honesty and openness are essential to the successful execution of a blog as a marketing tool. It’s okay for a blog to be associated with a corporation—just be upfront about it.
  • Blogs aren’t right for everybody.
  • Do your research.

Grassroots marketing works

Many patients live in a relatively close proximity to a practice, and consequently, physicians have excellent results with direct mail targeting those households. In this way, you can get your message delivered to those most likely to become new patients. You may also reach out through a regional television show, sharing patient success stories and breakthrough treatments.