It's also important to work the top gateways, and they may not be what you think. Gateways into the practice may have shifted in the new marketing landscape. People don't come in the door because you "do everything." They opt for elective care that answers a specific need-a marketing gateway-that you can provide to them.
If you're wondering where to start—and your marketing war chest is strained—begin by beefing-up your internal marketing effort. In our experience, communicating with present and previous patients via email is often underutilized or totally forgotten. Email is a low cost tool, especially when compared to full-page, color print ads in up-scale magazines.
Don't be reluctant to ask for patient referrals. It's a task that shouldn't be delegated or neglected. Satisfied patients are not only a great source for referrals, they are often eager to respond. (Increasingly they use digital and social media for recommendations and referrals.) But you have to ask—and make it a habit.
Online marketing tools are relatively low in cost and the payback can be good. Tune-up your internet strategy for maximum leverage. Are you getting the most from your internet investment or is your website overdue for updates? Are you pulling people into the site with email, online advertising, a video strategy, and other tools? Do you have new marketing gateways to present? Is your website attracting visitors and page views, but the phone isn't ringing?
Your website needs regular attention, but blogs and social media have become an important part the new landscape. Do you have a blog, a Facebook page, and/or a Twitter account? Many practitioners have adopted these communications channels with impressive results. Here again, the cost is low, but the highly individualized nature of these tools—often delivered to a personal smart phone—makes them exceptionally effective.
It's also important to know exactly what's happening at your front desk. More often than you'd like to hear about, a lot of potential business is lost in the first phone call. It takes a special talent, training and experience to handle inbound phone inquiries and convert these calls to office appointments. Many first-time callers are curious, but not convinced. And without the right person helping them, they often disappear.
For more enquiries, please call us at 852-25801058 for more information.
www.medicalmarketing.com.hk
