Marketers specializing in the medical segment have a certain set of on-duty tools that are simple and very effective. This, of course, is the basis, but you should not ignore it. These simple tips definitely deserve more attention from the owners of the clinics.
Some of these ideas require almost zero costs for the implementation, others are pretty cheap. However, if everything is done right, the success of the clinic will be not long in coming.
Take the information below as a checklist, which will allow you to verify the correctness of your actions. Any additions and edits of the marketing plan of your clinic should not contradict those foundations that we will describe below.
Recommendations of the clinic require a systematic approach. A constant flow of incoming recommendations from doctors and patients can be built only if there is a purposeful system for creating recommendations from doctors from other clinics and other sources.
Similarly with patients – only having a sufficient number of satisfied and loyal patients, systematically motivating them to provide feedback about the clinic and recommend it to friends – you will be able to get some flow of primary visits from this channel. You will never magically get new patients, it is necessary to systematize this channel just like any other – context or outdoor advertising.
People buy happiness, not medical service. Forget about any product or service that you would like to sell. Instead, provide patients with a solution that delivers happiness to your target audience. No one is involved in the surgical intervention. Patients want to relieve pain and well-being. Identify and characterize their needs and show them the solution and benefits of the clinic's services.
Become unique and unrepeatable. The essence of branding lies in differentiation. When the community of patients thinks of you as their only resource to solve the problem, you are much higher than your competitors are. How can you characterize your clinic in the context of its uniqueness, differences from the rest? Why are you better than any other clinic?
Give something to get something. Among the tools of persuasion, the concept of reciprocity attracts attention and opens eyes to such a construction as a mutually beneficial exchange. Create a unique and free offer for patients – perhaps it will be a consultation, a special diagnosis or an e-book. Offer it in exchange for your mailing list. People, who take something, have a strong need to return something.
The Internet is the front door of your clinic. Almost every consumer journey of a patient begins or includes a search on the Internet. Patients are looking for an authoritative and relevant content. They read the doctor's blog and undertake reviews and recommendations from other patients. Your digital presence becomes your reputation. And, ultimately, the patient's choice depends heavily on what they find on the Internet.
Online presence of the clinic should be local, mobile and convenient. Almost all potential patients have a smartphone. Therefore, it's no surprise that Google and other search engines require web information to be adapted to a small screen.
In addition, visitors want to find clinics and services nearby as quickly as possible. For example, Google provides companies with a free and easy-to-use tool for managing an online presence through search and Google maps.
Nevertheless, marketing in the field of medicine and health-care does not have universal templates and instant results.
Be ready to implement these recommendations but remember that each plan is unique for the situation in which it serves. Conditions, patients' audience, competition and dozens of other factors require a marketing plan with user strategies, tactics, and budget.
Even the most creative plans do not give instant success. That is why marketing always includes tools for quantifying, measuring and tracking results.