Publicity Marketing for Doctors, MedSpa’s & Dentists
Want to increase the patient count at your medical practice? Doctors must get publicity for their business so that more and more people in the community are aware of their existence and the services they offer. To build your name for your medical practice, focus on some of these publicity marketing strategies. There are both traditional and digital strategies you can use to help develop the publicity for your medical practice.
Traditional Publicity Marketing Techniques
Your Medical Practice’s Office
Your medical practice’s office could be a resource you are underutilizing. Ensure that the name of your medical practice can be seen from the road. If it cannot, install a sign along the road that will highlight it to those driving by and for those visiting your location for the first time. The nature of this sign could be something as simple as a sandwich board you bring in and out every day or something more substantial and more permanent like a sign that lights up a night and displays messages. The sort of sign you can put by the roadway depends on the zoning regulations for the area your business is located in as well as your office arrangements regarding your medical practice. If you own the building and the land around it, you stand a better chance of putting in whatever you want. If you are leasing both, there could be restrictions.
If your medical practice is an office in a large building that contains many other businesses, make sure your location is in the directory downstairs. Ensure your name is spelled correctly and use as few abbreviations as possible. The door to your office suite should be clearly labeled. In these situations, you often cannot put out your independent sign by the roadway. If there is a group sign, get on it with everyone else.
Ads on TV can be quite effective at reaching a broad audience in an area. However, their effectiveness at driving patients to your practice may be limited. Generally speaking, these ads are more effective if you have several locations in a broadcasting market or if you offer sought after, unique services that people are willing to drive to receive. If you are a general family practice doctor with one location on the outskirts of a broadcasting market, advertising to someone who would have to drive two or more hours to reach you is not a very effective use of your marketing budget. The closer you are to population masses, the more effective these ads can be for your medical practice.
Many of the principals of television ads can be applied to advertisements on the radio. The only additional factor you should consider is the demographics of a radio station. Radio stations, while available throughout an area, are not listened to by the same people. Match your target audience with the radio station that best fits them. Again, these ads are more productive, the closer you are to population densities, and if you have more than one location.
Billboard Ads are useful if they are along a busy street and if they are close to your medical practice. So a billboard ad on a country road dozens of miles from you is going to be less effective than one along a highway 5 minutes from your location. Billboard Ads are generally priced by how much traffic goes by them on any given day. When selecting the marketing material for your billboard ad, choose something that will be valid, and last for several months. It is costly to change messages every month and put up a different billboard, unless you are using a digital billboard.
Phone book, Yellow pages book for local communities
Some people still use the phone book to look up names, addresses, and to search for services. It will be a tiny part of your overall marketing strategy, but your competitors are certainly there. You should be too. There are also some print advertising opportunities in phone books where you can develop an ad and have it placed there. Again, as with billboards, select something that will be valid and relevant for months. A one time, one week sale is not going to do you much good in a phone book that is released once every six to twelve months.
Print mailing is still a big part of many medical practices and for doctors to get out the word about their practice. You can target mailings fairly effectively and select the households that will receive your marketing material. This can be effective if you are announcing a significant change, like new hours, new services, or if a new practitioner joins your practice.
Mailings can also be used to send coupons, discounts, and keep your current patient base up to date with any specials. Mailings are cost-effective if they are focused, and you use an engaging marketing material. If you do not differentiate your mailing with others, your material might end up I the “junk mail” pile.
Modern Publicity Techniques
Pay Per Click advertising
A large number of potential patients will use a search engine to research a healthcare choice. Not only do you need a well-written website, but you should have a pay per click (PPC) campaign in place to capture some of those potential patients. Focus on keywords that highlight the unique services you offer as well as broad keywords alike “MedSpa near me” and “MedSpa in (you location.)”
Pay Per Click advertising can be beneficial because instead of advertising to everyone on the internet, you are advertising only to those who are specifically interested in your services. You can also limit your advertising to specific areas, like a circle around your medical practice. Unless you change settings to state it explicitly, you will not be advertising to an entire region.
Social Media Marketing
Social Media Marketing, while focusing on a smaller audience than PPC marketing, allows you to focus more on your target audience. On social media channels, you can often target not only the location but also some of the demographic traits of your target audience, such as their age, gender, income, and interests. If you have a refined target audience, you can widen your geographic advertising area but narrow your audience only to expose your ads to certain people. Social media marketing is very effective at reaching your “ideal patient.”
While email marketing has become less effective over the years at acquiring new patients, it is still very effective at keeping your current patients up to date. Use email marketing to let your patients know about new services, specials, or highlight the employees at your medical practice. Be mindful not to send out too many emails, or you will be labeled as a spammer, which will dramatically reduce the effectiveness of your campaigns. Use captivating and engaging graphics and call to action buttons to drive up not only those open rates but also your conversions.