5 Marketing Tools That Can Help You Build Your Practice
- Posted on: Mar 3 2017
Marketing is not usually the favorite job of any plastic surgeon. After all, you went into the field of medicine to help and educate others, not to spend your time tied up in administration and the business aspects of running your practice! Fortunately, you don’t have to be a marketing expert in order to find ways to connect with patients and colleagues. Here are some essentials that you can adapt to the needs of your own practice:
- Storytelling website: People respond to stories, and are far more likely to read your website when it’s framed as a narrative instead of simply an “information dump.” Get readers engaged with the content by making the patient the focus of the story. For example, present information as though you were answering their questions (Q: How do I decide between blepharoplasty or a brow lift? A: That’s a really good question, and one that I actually heard the other day in a consultation. This patient had concerns about…)
- Scripts for team members: The person(s) answering your office telephone and interacting with patients should have a clear idea what to say in any number of situations: greeting patients, asking and answering questions, relaying consultation and appointment information, or even dealing with patients who are upset. They don’t have to recite these scripts word-for-word, of course. It’s better to write out a list of important points for your staff to remember when communicating with patients.
- Patient welcome kit: This is the collection of materials you give to new patients when they first consult with you. It should include information about your practice, a list of preparations for the procedure they want, and, of course, your brief professional biography, detailing your credentials and experience. Don’t forget to include practical information, such as contact numbers and hours of business.
- Social media: If your practice doesn’t already have a Facebook, Instagram, Twitter and/or LinkedIn account, start using any (or all) these. Each provides a different method to connect with people in your target market and build community with patients. If you want to target millennials, for example, Twitter and Instagram are the best choices, while most people over 35 prefer Facebook. You can invite patients to ask questions or share their experiences, and use discussions as the foundation to build the vital sense of trust between doctor and patient.
- An automated system for asking questions and booking appointments online is likely to get a higher response than a laborious system where the patient must enter field after field of information. Make it easy for them, and for you. Your website design should be clean and simple, with a short page of information on each type of procedure you offer, as well as a professional biography of yourself and information about your practice. Each member of your office team should also provide a short introduction detailing their background and role in your practice.
You can do any (or all) of these yourself, or delegate them to your office manager. Each requires an investment of time and work, but each can pay off in its own way. These are just a few of the simple, cost-effective ways you can market your practice; look for more ideas in upcoming blog posts!
Posted in: Uncategorized