What is Medical Practice Marketing?

A successful Medical Marketing campaign should impact 4 areas for your medical practice.

What is Medical Practice Marketing? This is a common question asked by most medical doctors, dentists and other providers.  Medical Practice Marketing Refers to Techniques, Software, Advertising and Patient Engagement Focused on Causing a Potential Patient to Purchase Your Medical Service or Product. 

A successful Medical Marketing campaign should impact 4 areas for your practice.

No 1.  Increase in New Patient Acquisition
No 2.  Increase in Patient Referrals & Patient Engagement 
No 3.  Ability for your practice to Maximize Revenue from each patient
No 4.  Increase in your Practice’s Online Reputation 

What is medical practice marketing

Results from implementing Medical Practice Marketing, using PatientGain.com’s GOLD Package.

Doctor Williams has been in practice for 18 years. His experience is in ER medicine, internal medicine and family medicine, allowed him to purchase a running family practice from a retiring family doctor in the southwest US. During the first year of operations, end of 2005, he was able to increase the average patient visitation count from 19 per day to 27 patients per day. This allowed Dr Williams to leave the ER commitment and focus on his practice. In the next 11 years, he has 5 locations and very good business with a staff of over 66 full-time employees. As the business has grown, so has the competition. So far, Doctor Williams has used many of the advertising and marketing tactics he heard from fellow physicians and many companies who called the Doctor Williams. In 2016, the Doctor was introduced to PatientGain.com’s Medical Practice Marketing system called GOLD Package. Doctor Williams discovered that he was working with 6 different vendors and paying multiple web & software companies for his medical marketing strategy.

During the initial assessment of doctor’s practice, the PatientGain.com Project Manager created the following assessment:

First Month of Implementation – Medical Practice Marketing Plan

18 Areas Addressed – Grading is from 1 to 5 – 5 being best and in par with the TOP Clinics in the USA.

  1.  Medical Practice Website – Look & feel, branding – Grade 2 
  2.  Medical Practice Website – SEO – Rankings for the top 10 keywords – Grade 3
  3.  Medical Practice Website – HIPAA Compliance – Grade – Zero Failure – Many violations.
  4.  Medical Practice Website – Conversion and CTA (Call to Action) – Grade 3 – Many improvements identified.
  5.  Medical Practice Website – Mobile Strategy – Grade 1 – Many improvements identified.
  6.  Medical Practice Online Advertising – Grade 2 – Negative keywords leakage identified, Excessive targeting, bidding on low-conversion keywords identified. Facebook, Google, Yahoo, Bing, YELP ads reviewed. No tracking of sources identified.
  7. Local Directories, Maps Listings – Grade 2 – Discovered incorrect data in the most important directories
  8. Patient Conversion CRM – Grade Zero – No capture and store of leads in CRM – Missing out 19% of the online leads – Current website sends Emails to info@clinic-URL  –  which ends up in an Email box – with no data collection and is a violation of HIPAA.
  9. Medical Practice Reputation Management – Grade 1 –  No focus on Maximizing positive reviews & Minimizing negative reviews.  Google reviews rankings 2.6 average across all 5 clinics . Yelp reviews rankings 2.1 average across all 5 clinics.
  10. Medical Practice Online Appointments – Grade 2 – Online Appointments are scheduled by using another service, which takes the users away from the website, to a 3rd party appointment scheduling company – This company displays OTHER doctors in the area on the appointment page  – Hence sending patients to competitors.
  11. Medical Practice Tracking of Phone Call – Grade Zero – Clinic does not capture call data – Important data to determine who is calling, when calls come in, how long do the calls last, how are they answered, what percentage of the calls are received when clinic is closed, which calls are generated by which advertising source.
  12. Medical Practice EMR Connectivity – Grade Zero – No connectivity with the EMR / Practice management system and the marketing
  13. Medical Practice Social Media – Grade 2 – Very good effort to post on the social media (Facebook) by a social media posting web company.  But there are no apps to convert social media visitors to paying patients.
  14. Medical Practice Promotions Marketing – Grade 1 –  No focus on promotional marketing on the Website, Facebook or Monthly Newsletters.
  15. Medical Practice Email Marketing – Grade 2 – Monthly Email marketing sent by marketing staff – but its a hit-or-miss – In consistent – sometimes its not sent for many months.  It is off-topic does not have branding.  Content is good – but there is no CTA .  Email marketing system used in not HIPAA Compliant.
  16. Medical Practice Email Marketing Automation – Grade Zero – No concept of Auto-Responders, Drip-Campaigns, and many other techniques used for Referral Marketing.
  17. Medical Practice Engagement Marketing – Grade Zero – No concept of engaging patients so they can “remember”  the clinic when they need services.  No Happy Birthday Cards, No Seasonal Messaging, No Reminders – No solution to send alerts – all manual processes. No Loyalty Apps.
  18.  Medical Practice Central Marketing Dashboard – Grade Zero – No single dashboard for clinics to see the effectiveness of Medical Marketing efforts across 5 clinics.

 

Medical Practice Marketing

Month 3 of Implementation – Medical Practice Marketing Plan

18 Areas Addressed – Grading is from 1 to 5 – 5 being best and in par with the TOP Clinics in the USA.

  1.  Website – Look & feel, branding – Grade 4 (see some examples here)
  2.  Website – SEO – Rankings for the top 10 keywords – Grade 4 – All top 10 keywords identified and content based marketing implemented (see some examples here)
  3.  Website – HIPAA Compliance – Grade – 5 – Passed all HIPAA Security Rule implications. (see some examples here)
  4.  Website – Conversion and CTA ( Call to Action) – Grade 5 (see some examples here)
  5.  Website – Mobile Strategy – Grade 5 (see some examples here)
  6.  Online Advertising – Grade 4 – Same budget ( $800/mon per clinic ) with 32% better CTR, Higher bidding on more valuable keywords, eliminated less valuable keywords. Overall 41 additional new patients generated per month, from the same budget. (see some examples here)
  7. Local Directories, Maps Listings – Grade 3 – Incorrect data in the most important directories corrected. ( see some examples here)
  8. Patient Conversion CRM – Grade 4 – Implemented Lead Conversion CRM ( see some examples here)
  9. Reputation Management – Grade 3 –  Implemented PatientGain.com’s Apps to Maximize positive reviews & Minimize negative reviews.  Google reviews rankings 3.1 average across all 5 clinics . Yelp reviews rankings 2.6 average across all 5 clinics. This is a work in progress- See results after 8 months below. ( see some examples here)
  10. Online Appointments – Grade 5 – Online Appointments are scheduled by using PatientGain.com’s apps embedded within the website, and embedded within Facebook Business Page. Patient does not see competitors ads. ( see some examples here)
  11. Tracking of Phone Call – Grade 4 – Clinic now captures call data – Starting building database of metrics to the clinic owner can easily see important data to determine who is calling, when calls come in, how long do the calls last, how are they answered, what percentage of the calls are received when clinic is closed, which calls are generated by which advertising source. ( see some examples here)
  12. EMR Connectivity –  Grade 3 – In the first phase, PatientGain.com’s Intelligent Auto-Loader is used to import data from the EMR / Practice management system. In the next few months EMR Provider should have the secure API availability.
  13. Social Media – Grade 5 – Installed 5 PatientGain.com apps designed to capture and convert potential patients.
  14. Promotions Marketing – Grade 4 –  Created 5 promotional marketing campaigns on the Website, Facebook and Monthly Newsletters.
  15. Monthly Email Marketing – Grade 4 –  Monthly Email marketing is HIPAA compliant by using the PatientGain.com system. During the monthly account review, content and strategy is approved by the customer. Content, setup and app setup is done by the PatientGain.com’s account manager, but the final approval is by the customer. ( see some examples here)
  16. Email Marketing Automation – Grade 4 – Added Auto-Responders, Drip-Campaigns, and many other techniques used for Referral Marketing. ( see some examples here)
  17. Engagement Marketing – Grade 4 – Added 6 apps for engaging patients so they can “remember”  the clinic when they need services.  Apps included Happy Birthday Cards, Seasonal Messaging, Reminders and Loyalty Apps.
  18.  Central Marketing Dashboard- Grade 5 – Single dashboard for clinics to see the effectiveness of Medical Marketing efforts.  Each location has its own dashboard PLUS there is central Enterprise dashboard for the owner to see the performance of Medical Practice Marketing across all clinics.

OVERALL MEDICAL MARKETING  RESULTS AFTER 3 MONTHS  :  11% INCREASE IN NEW PATIENTS. 

Medical Practice Marketing Dashboard Example

Month 11 of Implementation – Medical Practice Marketing Plan

18 Areas Addressed – Grading is from 1 to 5 – 5 being best and in par with the TOP Clinics in the USA.

  1.  Website – Look & feel, branding – Grade 5
  2.  Website – SEO – Rankings for the top 10 keywords – Grade 5 – All top 10 keywords are in position 1 or 2 in Google search and or Map Optimized areas. 11 additional pages have been created using content based marketing implemented
  3.  Website – HIPAA Compliance – Grade – 5 – Passed all HIPAA Security Rule implications.
  4.  Website – Conversion and CTA ( Call to Action) – Grade 5 
  5.  Website – Mobile Strategy – Grade 5  72 percent of the new patients are now engaging using Mobile Optimized sites
  6.  Online Advertising – Grade 4 – Budget  started at $800/mon – has now been increased to $1200/mon due to excellent PPC results – Non performing campaigns have been paused.
  7. Local Directories, Maps Listings – Grade 5 – Incorrect data in the most important directories corrected.
  8. Patient Conversion CRM – Grade 5 – Implemented Lead Conversion CRM
  9. Reputation Management – Grade 5 –  Implemented OnRevenue’s Apps to Maximize positive reviews & Minimize negative reviews.  Google reviews rankings 4.6 average. Yelp reviews rankings 4.1 average. Over 500 reviews have been generated since the program launched.
  10. Online Appointments – Grade 5 – Online Appointments are scheduled by using OnRevenue’s apps embedded within the website, and embedded within Facebook Business Page. Patient does not see competitors ads.
  11. Tracking of Phone Call – Grade 4 – Clinic now captures call data – Starting building database of metrics to the clinic owner can easily see important data to determine who is calling, when calls come in, how long do the calls last, how are they answered, what percentage of the calls are received when clinic is closed, which calls are generated by which advertising source.
  12. EMR Connectivity –  Grade 5 – In the first phase, OnRevenue’s Intelligent Auto-Loader is used to import data from the EMR / Practice management system. In the next few months EMR Provider should have the secure API availability.
  13. Social Media – Grade 5 – Installed 5 OnRevenue apps designed to capture and convert potential patients.
  14. Promotions Marketing – Grade 4 –  Created 5 promotional marketing campaigns on the Website, Facebook and Monthly Newsletters.
  15. Monthly Email Marketing – Grade 5 –  Monthly Email marketing is HIPAA compliant by using the OnRevenue system. During the monthly account review, content and strategy is approved by the customer. Content, setup and app setup is done by the OnRevenue’s account manager, but the final approval is by the customer.
  16. Email Marketing Automation – Grade 4 – Added Auto-Responders, Drip-Campaigns, and many other techniques used for Referral Marketing.
  17. Engagement Marketing – Grade 4 – Added 6 apps for engaging patients so they can “remember”  the clinic when they need services.  Apps included Happy Birthday Cards, Seasonal Messaging, Reminders and Loyalty Apps.
  18.  Central Marketing Dashboard- Grade 5 – Single dashboard for clinics to see the effectiveness of Medical Marketing efforts.  Each location has its own dashboard PLUS there is central Enterprise dashboard for the owner to see the performance of Medical Practice Marketing across all clinics.

OVERALL MEDICAL MARKETING RESULTS AFTER 11 MONTHS  :  43% INCREASE IN NEW PATIENTS. 

Medical Practice Marketing Reputation Management
Medical Marketing Example
Medical Practice Marketing Example iPAD View
Medical Practice Online Marketing