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Re:Marketing a physicians office - 2006/07/10 15:21
The best way to "market" a new physicians office is to not advertise at all. Other doctors find doctors who "advertise" seemingly desperate and will usually not refer to those groups.
Instead, try the following ideas:
1. If this is a new practice, then you should release an announcement in the local papers and in local medical publications that you have just opened your practice and are accepting referrals.
2. The next step is to then send a personalized formal letter to area doctors that could refer to your group's practice.
3. Make sure you have established a nice, professional web presence for your practive and ensure the doctors' names are ranked on local search engine listings where the public might search for physicians (i.e., yahoo local, the yellow pages online, etc.).
4. Get your group involved in community action groups and non-profit organizations in their spare time. Be sure to write press releases every time someone does something big (make a sizable donation, etc.)
5. Publish a monthly or quarterly newsletter that can be mailed to local physicians groups that covers the latest stories, technologies, etc. that are related to your group.
6. After a few months of being open and establishing some semblance of a patient base, hold a fully catered open house at your group facilities and invite as many local doctors as you can find in the area. "Market" this event to groups such as the regional branches of professional physician's organizations (i.e., the AMA, the AAP, etc.), the local media, etc. Be sure to extend those invitations to the staff members of these doctor's offices, especially to the business managers. Those tend to be the people who make the first round of decisions.
7. Offer to host/lead CME accreditation courses for doctor's and their staff.
Hope that helps!
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