Effective and Ethical ENT Marketing That Works
A Successful Practice Requires an Expert Plan
What it take to move up to the next level
The good news about advertising and marketing in the world of otolaryngology is that there is an amazing spectrum of audiences and opportunities. In fact, ENT practices typically have more things to talk about, more promotional gateways and more ways to generate revenue than most other medical specialties.
From endoscopic sinus surgery to treatment of sleep disorders…from allergy treatment programs to balance and dizziness centers…from clinical audiology to cash services that include hearing aids and elective facial cosmetic procedures—few specialties provide such a wide range of value to patients and have as many prospective revenue streams.
This diversity is an opportunity to define, or redefine, a mix of cases that you like to do and cases for the revenue steam. And while that’s the good news, the serious challenge is that the process is complex and it requires a well-considered and closely managed plan to do it right and to be successful.
Once upon a time things were a bit less complicated for Otorhinolaryngology Specialists.
Not so long ago, primary care practices referred patients to specialists…and that was the simple and uncomplicated channel for new patients arriving at your office. Business development for was mainly a matter of working with FP or GP practices.
But dynamics in society, medicine, medical delivery systems, the professions (generalists, specialists and sub-specialists) have been reinventing themselves. Ear, Nose & Throat marketing and advertising has shifted from passive and straightforward to being increasingly competitive. (What’s more, some patients see this specialist in a primary care role.)
And where one or two low-key practices were once the only game in town, today it’s common to find several large group practices going head-to-head (no pun intended) for market share. Now ENT promotion reaches out to diverse and sometimes overlapping audiences including physicians, patients, prospective self-refer patients, insurance plans and others…all part of the mix.
A passion to get it right and to do it right…
In more that two decades of helping ear, nose and throat practices and others grow, we consistently find that the greatest success happens because it was planned that way. Their goals are clear, supporting strategies are in place, and implementation tactics are well considered and carefully coordinated.
The winners all have a comprehensive strategy that guides them. Reaching, convincing and attracting diverse ENT audience segments requires cost-effective and solid programs to increase revenue and profitability, through adult and pediatric testing, diagnosis and treatment of various patient needs.
It’s a wide range—from general diseases to elective and non-elective surgery and plastic surgery to hearing loss and hearing aid fitting, maintenance and OSHA compliance Industrial Hearing Conservation. Some of the many opportunities also include:
- Facial plastic surgery
- Hearing aids
- Allergies and allergy desensitization
- Balance and dizziness disorders
- Ear aches and ear infections
- Enhancing individual and group name recognition, reputation and community prominence
- Facial fractures, cleft palate and other deformities
- Facial paralysis
- Increasing personal and professional satisfaction
- Inspiring patient directed self-referrals
- Laser assisted or radiofrequency uvulopalatoplasty
- Measuring and increasing patient satisfaction, retention and referrals
- Office-based and hospital-based services
- Oral, throat, head, neck, skin cancer
- Protecting your practice from aggressive competition
- Growing revenues to expand services, locations or associates
- Sleep disorders, snoring and sleep apnea
- Tinnitus; TMJ; Tonsillitis
- Voice and swallowing disorders
- Winning primary care and other discipline referrals
The pathway to achieving the next level of success begins with a reality check. Here’s where to begin: The First 7 Marketing Audit Questions to Get You to the Next Level.
We can help with the answers to your audit…
Few professions are as competitive or as diverse as ENT and we can help provide the answers you need. Healthcare Success can guide your otolaryngology practice marketing, as we have done for others around the nation, providing ethical, creative and evidence-based marketing strategies.
Success requires the ability to recognize, identify, plan and capitalize proactively on opportunities as they present themselves. This process requires a common vision and goals, effective planning, skillful execution, consistency and frequency in communication strategies, as well as a process of measuring, quantifying and evaluating marketing performance so that real-time adjustments can be made to increase the performance and profitability of the marketing efforts.
We understand what works and what doesn’t work in marketing and advertising an Ear, Nose and Throat practice. We know how to effectively communicate your value to your various “customers” in ways that help them appreciate and utilize all that you have to offer.
Call us today at (800) 656-0907 and we’ll help you find the answers you need.
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