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Modern Practice Management Marketing
Improve Pa+ent Sa+sfac+on Treat prac)ces like businesses and pa)ents like consumers
Create and understand pa+ent demographics and behaviors Know your pa)ents profiles before “moment of ouch” and how and where to engage them – brand awareness
Marke+ng is included as part of prac+ce management Annual budget planning, budget management, and full )me marke)ng resources and personnel
Clearly define and educate on the difference between adver+sing and marke+ng U)lize marke)ng methodology to first create a brand and consistency, remove adver)sing as a synonym for marke)ng – a print ad is not marke)ng
Zero Moment of “Ouch” – Patient Journey
TV Radio Print Out-‐Of-‐Home
AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY
Display Ads
Customized APP
Community Signage
On-‐Air Promo)ons Contes)ng
Blog Social Conversa+on Social Content
Web Site M.Site
Prac)ce Loca)on
Pa)ent Service
e-‐Commerce M.Site
Care
Pa)ent Services
Cash Pay Services
Search SEO | PPC +90% of all pa+ents
Timeline Marke)ng
Pa)ent Surverys Mobile search
Ouch Happens… Now What?
Brand?
Iden+fy the obvious What do you do? What are the services that drive 90%+ of your revenue
Be a pa+ent at your own prac+ce Go through the same journey as a pa)ent would, what's broken, what's not being communicated
Create and enforce guidelines Create a set of clearly defined rules for the brand based on the architecture, and enforce them by having marke)ng approve and management all image and content decisions
Journey
Build a process that allows the brand to have ac+on Apply the brand rules to the living breathing parts of the prac)ce and give them responsibility
Iden+fy touch points with pa+ents Understand the essen)al points in which a pa)ent will be interac)ng with the brand and monitor
Constantly train and enforce U)lize data and feedback to con)nually improve pa)ent journey to ensure posi)ve outcome
Improving Digital Mechanics – A Must
Don’t ignore consumer behavior 80%-‐90% of pa+ents will u+lize web content to make a physician or facility decision
Search is a managed service not a product, and it CAN NOT be cheap Search is Search Engine Marke)ng (SEO) – the ability to manage over 140 and constantly changing search algorithm rules that hold relevance to your search engine rank – The best place to hide a dead body is on page 2 of search results
Sound site design and page labeling Meta tags, page labels, page tags, naviga)on, and content
Social reviews buRoned up Make sure SEO, Healthgrades, Vitals, Facebook, G+ are up to date, and content is being changed on regular basis -‐ daily
Marketing Spending – Budget Management Total 4% -‐ 10% of A
nnua
l Collec+on
Reven
ue
65%
15%
20% Adver+sing 20%-‐25% 20% goes to tradi)onal channels Print – TV – Digital
Community Investment 15%-‐20% High School Sports, Non-‐profits, Educa)on
Marke+ng Infrastructure – Search 65% -‐ 70% • SEO • Site design • Social Content Development | PR • Brand Development • Crea)ve Development
Looking forward
Reviews will be going from public service to reimbursement factor Government will be analyzing public review records to decide reimbursement rate
Stay in control – get your own self referrals Afract and retain your own pa)ents don’t rely on referral channels as only source
It is the future – con+nued investment in technology is a must Factor investment in technology as a fixed marke)ng expense moving forward
Be in business, not in prac+ce Know every employee, and know every pa)ent (customer)
Mobile is a must Mobile first strategy is a must
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