The answer: Plenty...let's list just a few. The bottom-line objective in healthcare marketing is usually—but not exclusively—to grow the practice. Often this means attracting more patients, but a well-rounded marketing plan will achieve much more for the provider. Effective and ethical marketing opens the door to benefits for providers to: - Attract cases that the doctors either enjoy or have special expertise for;
- Protect and grow share of voice (SOV) of patients;
- Build the professional reputation of the provider with the community and peers.
These high-level objectives also translate into answers for challenges and opportunities such as: - Attracting better paying or more profitable cases;
- Reaching "ideal patents," directly and cost-effectively;
- Changing the mix of patients or types of cases;
- Winning more professional referrals;
- Supporting a new location, provider or technology (or all of these);
- Transitioning to a "all-referral" practice;
- Standing out from the crowd in positive ways;
- Answering competitive challenges;
- Finding more personal time and greater professional enjoyment; and
- Tastefully building and extending your reputation.
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