Category: Physician Marketing

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7 Easy Ways to Lose Business Revenue Without Knowing It

Not long ago, we published an article titled: Doctors Don’t Advertise” and 10 Other Lame Marketing Myths. Some of the ill-advised “reasons” on our list sounded a wake-up call for a few readers. It turns out that they recognized that medicine is a profession, but healthcare is a business. Ultimately, for every hospital and healthcare provider, marketing and advertising is an investment, not an expense. It is what fuels new business, growth and success. And, each in their own way, these businesses doubled-down on the marketing effort and made marketing a fresh priority. Easy ways to lose business revenue… Think ... Read more

Recommended Healthcare Marketing Conferences 2018

Medical professionals, providers and industry leaders are constantly challenged by the changes in hospital and healthcare delivery and marketing. Resources are constrained while performance expectations increase. The best of annual continuing education and professional development conferences provide opportunities to evaluate and implement practical strategies and tactics. These concepts attract and retain new patients, strengthen and extend business development, improve patient experience and satisfaction, network with colleagues, and employ best practices, Return-on-Investment results. Here’s a starter list of our recommended healthcare marketing conferences: Healthcare Marketing Conferences 2018… Healthcare Success Advanced Medical Marketing and Internet Strategies Seminar WHEN & WHERE:            March 2-3, ... Read more

Negative Online Reviews: 10 Things to Do About Stinkers and Trolls

Seemingly overnight the Internet created dozens of directory, listing, review and rating sites. In a digital flash, negative online reviews—or outright bad reviews—can soil the fabric of years of good work and positive impressions. The high altitude overview reveals that the vast majority of online reviews are positive. By and large, doctors provide their services skillfully and professionally. And the positive ratings and reviews contribute to an enviable record and reputation. Further, online reviews and reputation guide the purchase decisions of others. In the retail and small-business world, about 90 percent of consumers are influenced by positive online reviews. Negative ... Read more

Top 10 Best-in-Class Healthcare Marketing Trends for 2018 Success

Perhaps the only rock-solid prediction for 2018 is that hospital, medical group and healthcare marketing is the ever-present challenge to keep pace with change. Competition is tough, resources are precious, and performance expectations—delivering a solid return on investment—are always demanding. To achieve a new level of success in the New Year, industry leaders and marketing professionals will adopt best-in-class methods, tactics and trends. And they will take full advantage of technology and insightful planning to deliver exactly the right message, at exactly the right time, to the specific individual in need. Today, more than any time in the past, marketing ... Read more

10 Best Practices to Create a Patient-Centered Hospital Website

A major hallmark of delivering patient-centered care is convenience. Today’s hospital and medical practice patient has become a sophisticated consumer. This is someone ready and willing to select a hospital or provider based on the quality and ease of service that truly puts the patient first. Millennials—the largest of the demographic groups—want and expect health care delivered with a sense of immediacy and convenience. What’s more, to get what they expect, they have the buying power and sense of independence to take their business elsewhere. For this audience as well as others, here are ten ways to put patients at ... Read more

When Patients Leave: Why They Fire the Doctor

Most doctors are well respected, even beloved, by the vast majority of patients. In the broad spectrum of patient-provider relationships, physicians have a positive head start. As the widely held and generally correct stereotype goes, skilled and experienced professionals in the healing arts are intelligent, well educated who do good for patients and the community at large. Until quite recently, the job title of doctor was regarded as an unassailable leader and unquestioned first chair in the health care delivery team. (Until recently.) The many changes in the industry and the attitudes and perceptions among patient demographic groups have, in ... Read more

6 Ways to Intensify Digital Word-of-Mouth

More than a few physicians have gone into practice with the expectation, wish or hope, that marketing or advertising was mostly unnecessary. They believed that they would inspire a word-of-mouth-only (WOM) practice, and patient and professional referrals would do it all. That concept was popular, but largely unrealistic, a decade or two ago. And, in today’s highly competitive environment, the process of referrals and the definition of word-of-mouth advertising have changed. The two main dynamics at work have been: Healthcare delivery, including hospital and provider selection, is now dominated by the Internet. Various forms of digital marketing have become the ... Read more

2018 Marketing Resolution: Avoid the Disastrous 90-Day Crush

Resolved: 2018 will be a time for thoughtful positive planning to achieve greater business success. The best or the worst of every marketing year is the fourth and final quarter. For some hospitals and medical groups, unfortunately, this is a red flag danger zone. It’s hard to say what caused the year-end period to become a traditional, disastrous crush. Maybe medical providers and staff are always busy. What’s more, October, November and December are constantly interrupted with a handful of distracting holidays. Marketing Resolution Number One… You can spot the symptoms. While nobody was looking, it seems that last year’s marketing ... Read more

“Doctors Don’t Advertise” and 10 Other Lame Marketing Myths

Nearly 100 percent of the hospitals and medical practices that we meet in the course of a year want their business to expand. These are the marketing savvy doctors and communications professionals who recognize that medicine is a profession, but healthcare is a business. They usually represent the premier providers in a region—already holding a leadership position in the marketplace. Virtually everyone in this category respects marketing and advertising as the primary means to attract and retain new business, differentiate themselves beyond the competition and extend their professional reputation. What’s more, they want to be more efficient and effective in ... Read more

Healthcare Marketing Trends for 2018

[First of two parts. For 2018 planning and beyond.] It’s downright tough, but to consistently attract new patients, hospital executives, doctors and marketing professionals contend with a changing landscape. Tracking with the latest trends and visions in healthcare marketing is a future-think exercise in planning. When you have the time for a high-altitude view, a moment or two of reflection reveals some of the ways that society is shifting. The Internet and the digital world—themselves significant players in healthcare marketing—are making noticeable adjustments in many areas of daily living. Things that are disappearing from society’s stage… Consider these examples, and ... Read more