Practice Marketing: Is Medical Marketing the Same as Advertising?
Part 2: The purpose of “How to Market Your Practice” is to give physicians a realist
view of what “Marketing Your Practice” is really all about. It will not only
explain how important it is to market to payors, referring physicians and the
general public but most importantly WHY. It will establish the need for goals
and objectives and ways you can reach them. If you are seriously considering
marketing your practice, the following information will clarify and answer questions
you may have and show you how to get started.
II. What is the difference between “good marketing” and “advertising”?There is a major misconception in the medical industry today that “marketing” is “advertising”. There are subtle, tactful ways in which you can use “good marketing” techniques within your practice to market yourself and your services.
- Good Marketing - In creating “good marketing” there are several things that
you will need to accomplish. Every good marketing department has to have a
Strategic Marketing Plan. A Strategic Marketing Plan is complied of specific
goals in which you will define certain objectives and action plans to meet
those goals. It will establish not only how you will meet your goals but most
important why. It will challenge you to look inside your practice and evaluate
your strengths, weaknesses, opportunities and threats. You will analyze your
competitors and research the demographic areas that you service. The Plan
should focus on tracking results. Results will be the key indicators in defining
what is working for your practice and what should be changed. It is also important
to understand that marketing is a long-term commitment and you will not see
results overnight. A Strategic Marketing Plan is a well thought out, calculated
plan that will always have a PURPOSE that relates to a GOAL. Marketing is
a way to educate your patients, referring physicians and the community about
your practice and its’ services, without “advertising” in the weekend paper.
- Advertising - Advertising is very expensive whether it is print (i.e. newspaper, magazine), TV, radio or billboard, etc. Advertising is a quick, impersonal means of reaching a large demographic audience with a certain message and/or product. You will reach people you may or may not consider as “good patients”. Some people, especially the medical community, may frown upon “advertising” and consider it flashy and unprofessional. It is not to say you shouldn’t implement advertising medians within your marketing effort. However, there is an approach, a time, a place and a reason for doing so.
Updated on: 12/09/09
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Medical Practice Marketing: Internal Analysis