Medical Market Analysts has proven experience in the development of effective
physician practice marketing plans. We understand the market forces that
influence patients' choices of health care providers and work with practices
to build comprehensive programs to increase volume and revenue. We
believe that all money spent for marketing must generate offsetting revenue
and set the stage for future growth. Accomplishment of these goals requires
a means a measure return on investment for each marketing tactic, including
Marketing encompasses all activities related to practice promotion and
includes managed care initiatives, practice
literature, media advertising, patient seminars, and rapport
building activities with current or potential referral physicians.
Practice marketing is important for all specialties especially those where
managed care referral dictates are less stringent. In most cases, except
for closed HMOs or restricted PPO's, patients have a choice of providers.
"Word of mouth" patient and colleague referrals are among the
most valuable sources of new patients.
Some specialists must
target "more affluent" clientele because of lack of managed
care coverage for some of their procedures. These specialties might include
plastic surgery, reproductive endocrinology, psychiatry, and ophthalmology.
High percentages of their patients are "fee for service" and
are very careful when choosing a specialist. Potential patients usually
perform extensive Internet research on their medical conditions and compare
practices. This is especially true if they are aged 20-45 years of age.
All materials and activities directed to this clientele must be of the
must be professional and should not mimic that of other professionals,
such as attorneys. In medicine, image and reputation are everything and
marketing to patients should focus on compassionate individualized care,
credentials, education of the public, and outcomes. Different specialties
require customized market specific tactics and a good marketing plan also
defines managed care initiatives and objectives.
often have little or no understanding of the physician specialist's unique
market. Marketing Nike shoes to the public is different from marketing
health care services to discriminating, educated, persons seeking tertiary
For example, a reproductive
endocrine conducted a patient seminar in an area identified as "high
potential" by a local marketing firm. The program was well attended
but delivered a poor return on investment. In fact, of the thirty couples
present none became patients. The marketing company chose the location
based upon population demographics without consideration of income. Advertising
expenditures were directed toward achieving high reach and frequency in
the targeted market. (See example of demographic
The company did not
consider that most infertility patients are aged 25-40, are middle to
upper income, and employed in professional/technical occupations. Consequently,
although the program was placed in a high population density area, most
attendees could not afford to pursue therapy. This resulted in a waste
of advertising dollars and physician/staff time. A marketing plan must
take into account all of the factors that can affect a patients ability,
or desire, to choose a practice.
Physicians will often
decide that they need a marketing plan in response to competition. We
strongly believe that a marketing plan (revised yearly) should be in place
for every practice regardless of size or competitive profile. The plan
should be proactive anticipating new market developments, such as competitive
threats or changes in the managed care climate.
A good physician marketing
plan always contains:
Please contact us for
more information on how we can assist you in practice marketing. Please
read our newsletter: "Concepts in Practice Marketing."
- Tactics to Develop
- Direct to Patient
Promotion - Brochure and Literature
- A Managed Care
- Practice Expansion
- Media Mix
- Time Labor/ Requirements
- Means to Measure
Return on Investment
in Physician Practice Marketing and Medical Web Site Development