Starting up a medical practice is like building a new home. In order to build a solid foundation it requires good planning and the right set of tools. When it comes to launching and strategically marketing your practice it’s important to avoid taking shortcuts that later require expensive and time-consuming fixes.
Here are 6 keys to building patient volume and reaching your financial goals as quickly as possible:
What’s your message?
Consider what your patients value most about you as their physician – what are the important benefits and results you provide them? Learn how your competitors express what makes their practice unique and consider how your practice is different. This will help you clearly articulate the guiding principles and benefits that set your practice apart.
One of the best ways to differentiate your practice is to ask your patients for feedback. After conducting approximately 6 interviews themes begin to emerge, highlighting what is special about you as a physician and practice. By determining what is unique from your patients’ perspective and distinct from your competition, you can develop a clear message. This forms the basis for your branding and provides the backbone of all your communications.
Craft your brand image
Your brand image is a direct reflection of your practice and how you stand out from the crowd. Creating a name and tag line is the first step in developing your brand. Give thought to what best captures the essence of the practice, and what works well for online search engine optimization. It’s important to research potential names to see if (and where) they are already being used and to avoid trademark infringement issues. Since finding an available domain name can be challenging, it’s best to identify both your practice name and domain name at the same time.
The next step is to create a unique and professionally designed logo–not a run of the mill design–which effectively represents your practice. Consider which elements are most suitable. Do you want a look and feel that is more informal or elegant? Are you leaning towards cutting edge or more traditional? Do you want a more professional or more personal feel? If done deliberately and professionally, your brand will quickly communicate the tone, personality and values of your practice. And it will help shape your practice reputation.
Do the basics
You can get started with a set of professional business and appointment cards, as well as letterhead and envelopes. If you decide to create a brochure, be sure it is consistent with your brand and professionally designed. Make it available to patients in your reception area and use it as a leave-behind piece when visiting those who refer you patients. It’s best to order small quantities of these initially as you will likely want to tweak your message or add specific details after the first several months. All other collateral materials, signage, and name tags should also incorporate your logo and branding.
Create a strategic website
Starting with a 10-12 page core website is usually sufficient, and will help keep your marketing budget in line. You can always add more content over time as long as you consider from the beginning how you expect to expand it and allow for the navigation and layout to accommodate your eventual needs. Allow about 2-3 months lead-time to bring your website live before your practice opening date. The initial website serves two main purposes; to substantiate word-of-mouth reputation and credibility, and to convert website visitors to new patients.
Promote early and often
If you have a panel of patients that may follow you to your new practice, and your non-compete agreement allows, mail a letter well before your launch date, letting them know the details of your move and encouraging them to make the switch. You can place an announcement advertisement that includes your photo in local newspapers and online publications, mail (and email) a designed announcement to current patients and referral sources, and follow up with periodic reminder letters.
This is also an ideal time to set up an email system (using an email service provider such as Mail Chimp or Constant Contact) to take advantage of a very cost-effective means of spreading the word and building awareness.
Welcome and celebrate
Consider planning an open house reception close to, or within 1-3 months of your starting date. Building marketing momentum during the launch phase that culminates in an open house is a very effective way to generate excitement and enthusiasm, both for your patients and your team. From an advertising perspective, an invitation to an open house will trump a standard “here’s our new practice” advertisement, so consider taking advantage of this powerful opportunity.
As you introduce your new practice to patients and your medical community, you have only one chance to make a first impression. Use these well-proven strategies to start off on the right foot, generate success early on, and enjoy a great return on your marketing investment.
© 2011, updated 2018 Latady Physician Strategies, LLC. All rights reserved.
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Latady Physician Strategies helps physicians transition to Concierge and Direct Care medical practices that help them treat their patients the way they want to be treated, while rediscovering their enjoyment in practicing medicine.
CONTACT US
Nancy Latady, MBA
Owner/Principal
Latady Physician Strategies
info@latadyps.com
781.275.1415
www.LatadyPhysicianStrategies.com
Conventional to Concierge Medicine
