Marketing a medical practice involves creating a strong foundation of branding, messaging and outreach. Prioritize the communications and branding essentials, then move on to the physician referral and patient marketing efforts.
Step 1 – Create a Marketing & Communications Plan
Create a plan with recommended tasks, timing and budget.
Step 2 – Establish a Brand
Having a well-thought-out Mission Statement will help differentiate the practice and aid in graphic design, content and messaging.
Step 3 – Create Branded Materials
Use the approved branding to create a professionally designed logo, forms, cards and other collateral material.
Step 4 – Purchase a Domain Name and Create the Website
Use an experienced developer to create the website. Find a local expert who specializes in medical sites, has knowledge of HIPAA and other privacy concerns, and can optimize the site for both search engines and AI platforms.
Step 5 – Create a Google Business Profile
Complete all segments with appropriate information. Respond to all reviews while being careful to respect patient privacy.
Step 6 – Consider Digital Marketing and Social Media
Consider the need for and interest in digital marketing and social media.
Step 7 – Communicate Regularly With Current Patients
Establish a tool to regularly communicate with current patients about new services, health education, practice updates, and other information. This can be handled through an EMR, portal, or tool such as Constant Contact.
Step 8 – Explore Community Outreach Opportunities
Determine if there are community events, nonprofit ties, corporate health fairs, or other community educational opportunities that match your specialty, mission and patient targeting.
Step 9 – Practice Outreach
Practice Outreach is a tool used by specialty clients to make one-to-one contact with referral sources. Monthly office visits can be made by experienced outreach liaisons who share key information such as practice philosophy, health plans accepted, timeliness of new patient scheduling, and services provided.
Sperduti Communications is an Arizona-based, woman-owned business that has worked exclusively with medical services since 2008. We welcome start-up and established practices and offer a complimentary initial meeting.
