Happy Holidays! I hope you get all of the presents you want, or at least those that you deserve. If having the perfect practice is on your wish list, unfortunately this is not something any of your friends or relatives can get you for the holidays. So you’d better get busy planning your marketing for next year.
Every practice should have a marketing plan. A written plan is best if you really want to achieve your goals and build that perfect practice. If you’ve never had a written plan, or you want to make sure you’ve considered all of the most important elements, here’s a list of the items every practice owner should consider in their plan.
- Clear goals – Make sure your goals are measurable. Do you want to increase by 10% or 100%? If you want to expand, how many offices would you like to have before the end of next year? If it’s not measurable, you won’t know if you’ve achieved your goals.
- A realistic budget – Every practice needs a realistic budget. There’s only so much marketing that you can do on a shoestring budget. Your budget should be based on your growth goals and what the appropriate percentage of revenue typically budgeted for marketing in your sub-specialty. A plastic surgeon typically needs a higher percentage than a cardiologist.
- Develop systems – Effective marketing is about working smarter, not harder. Therefore, you need systems in place for you and your staff to be as efficient as possible. Have systems for handling inbound telephone inquiries, tracking the sources of your marketing efforts, and the proper call cycle for medical referral marketing, to name a few.
- Don’t ignore your patients – Have a plan to continuously market to existing patients so they know all of the various services you provide. You want your patients to self-refer back for additional services, as well as refer their friends, family, neighbors, and co-workers. Marketing to existing patients can be very cost-effective and is typically underutilized.
- Build your brand – Don’t be the best kept secret in your community. Be sure that each and every marketing message you deliver communicates not only what you do, but also what sets you apart from your competition. The most compelling messages are typically the most recognized brands.
If you’d like help developing an effective marketing plan or need guidance on how to make yours more successful, contact me for assistance. I wish all of you the best during the holidays and hope you all build the practice of your dreams.
Proven Strategies for a Strong, Profitable Practice!
Rich Hachenburg
Founder of Competitive Edge Healthcare Marketing
P.S. Let’s connect on Facebook, Twitter, LinkedIn, and Plaxo.
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There's only so much marketing that you can do a shoestring budget.
