“Advanced Healthcare Marketing Strategies” program curriculum:

Discover hundreds of proven patient acquisition strategies, including doctor referral systems, branding, Internet marketing, internal marketing, advertising, community marketing, publicity (free press) and more. We cap attendance, so we are able to focus the agenda solely on those items most relevant to those attending. Plus, you’ll have the opportunity to ask questions anytime you like. Below find a sampling of the kinds of topics we will cover.

Agenda: Friday Morning 8:00 AM TO 12:15 PM

Scientific Marketing Principles

Utilize marketing to survive and thrive despite the revolutionary changes
in healthcare

  • How to grow profits, revenues and patient counts despite our uncertain economic and political environment
    • Obamacare
    • Population management
    • Lackluster economy
    • High-deductible insurance plans
    • Consolidation among health systems, insurers, hospitals, “super groups” and independent practices
    • The remarkable rise of competition in healthcare

Marketing strategies to attract the cases you want

  • Discover which 20% of activities will result in 80% of your profits
  • The 6 marketing strategies you must master
  • How to market tastefully and effectively – without looking needy, cheesy, sleazy or greedy
  • How to avoid wasting marketing dollars or risking your reputation
  • How to ethically attract the cases you want most
  • How to dominate your market, despite aggressive competition

Invest wisely with the Scientific Method of Marketing™

  • Learn from the experience of others before you
  • Design a “best practices” marketing plan to attract new patients
  • Implement marketing strategies and tactics effectively
  • Measure results, including return-on-investment
  • “Double down” on winning strategies!

Patient Behavior: Online Marketing Session 1

How the Internet has changed patient behavior… forever

  • Internet usage trends
  • Mobile trends
  • Patient due diligence
  • Changes in consumer behavior and expectations
  • The rise of online reviews
  • “I want it now!”

Compete to Win

How to compete effectively in our brave new world

  • Why psychographics and demographics are critical — and where to get the marketing research you need
  • Creating a “product” that patients want to buy
  • How to package your services effectively
  • How to create physical facilities appropriate for your marketplace
  • Create locations appropriate for your market demographics
  • How to appease the critical eye of the consumer
  • Secrets to successful pricing

How to determine the right marketing budget

  • Why marketing is a revenue center, not a cost center
  • Setting appropriate goals
  • Alternative budgeting methods
  • How to establish a realistic budget for your goals and competitive situation


Build your reputation or “brand”

  • Build or maintain your reputation as a recognized leader in your chosen city or niche
  • How to stand out from the pack in a positive way
  • How to integrate your larger vision into your brand… and then get everyone onboard internally
  • What a brand really is… and why you need one
  • How to create an effective logo
  • How to come up with a positioning statement that clearly and powerfully answers the question “why you?”
  • Brand-standards guides
  • Traits of successful brochures and collateral
  • How to target upscale patients
  • How to make your new brand consistent with every impression patients and doctors get from you
  • Mold your brand based on your strengths, weaknesses, opportunities and threats
  • Inspiring case studies you’ll want to emulate

Data-Driven Marketing

How to track the sources of your new patients, and determine return on investment (ROI)

  • Today’s powerful call-tracking technology
  • Keep staff on-track via call recordings
  • Website conversions
  • Back-up scripting techniques
  • How to calculate (or estimate) your ROI
  • The mathematics of profitable marketing
  • Data-driven dashboards

Agenda: Friday Afternoon 1:30 PM TO 3:30 PM

Websites: Online Marketing Session 2

Successful Website Traits

  • Internet “mega trends”
  • Traits of successful — and unsuccessful — websites
  • Why many healthcare websites are “beautiful failures”
  • Prioritizing your objectives
  • Secrets to getting prospective patients to call you
  • Website features that doctors resist, but patients LOVE
  • Content Management System (CMS) basics
  • How to make your website relevant to different audiences (e.g., referring providers, patients, family members, etc.)
  • How to evaluate different website vendors — and price points
  • When you should RUN from a prospective website developer
  • Mobile responsiveness
  • Inspiring website examples

Patient Experience

Great marketing begins with creating the right patient experience

  • The “retail-ization” of healthcare
  • Patient expectations and empowerment in the 21st century
  • How to look at everything from the patient’s point of view
  • How to turn patients into raving fans
  • How to make patients feel loved so that they stay and refer
  • Which internal systems create patient loyalty… and which cause them to defect?
  • Why staff is so vital to your success — and how to deal with those who don’t “get it”
  • Leadership’s role
  • Team members’ responsibility

Website Video: Online Marketing Session 3

Website Video – Your Secret Weapon

  • The role of video in getting found online
  • Why patients LOVE video
  • Secrets to success
  • Types of website videos
    • Meet the doctor(s)
    • “What to expect”
    • Facility tours
    • Patient testimonials
    • SEO videos
    • Instructional

Internal Marketing

How to convert phone inquiries into first appointments

  • Why most practices and hospitals do such a terrible job with phone calls
  • Why your front desk is probably costing you a fortune, even if your people are friendly and helpful!
  • How to set your team up to win!
  • Should you create a call center?
  • What about answering services?
  • Discover the number-one priority for new-patient calls
  • What are the elements of a good phone script?
  • How to handle objections?
  • This eye-opening section is so vital that it could change the future of your business

Agenda: Friday Afternoon 3:30 PM TO 5:15 PM

Internal Marketing (continued)

Make technology your “secret weapon” for success

  • Automated recall programs
  • Patient surveys
  • Patient eNewsletters
  • Portals for email and calendaring
  • Customer Relationship Management (CRM) Systems
  • Marketing automation
  • Big Data

Create effective marketing systems that grow patient referrals

  • How to get patients to refer more often
  • Create “patient ambassadors” who refer to you in droves
  • How to triple the number of your favorite cases, at nearly zero cost
  • How to reactivate patients who have left you
  • How to use “one-minute messages” to promote your favorite services, with no pressure
  • Learn which in-office promotions work and which to avoid

Case-presentation techniques

  • Magic questions that get patients to open up
  • How to deal with varying behavior styles
  • Getting the right person for the job
  • Ethical sales techniques that get patients to say yes to your recommendations

Social Media and Online Reviews:
Online Marketing Session 4

How to build positive (and mitigate negative) patient reviews

  • Identify critical rating sites
  • Handle libelous or inaccurate reviews
  • Dominate search engine results
  • Encourage happy patients to post online
  • How online reputation impacts your search engine visibility

Build your reputation through positive Social Media

  • Which Social Media are right for you? Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram, others?
  • How to create an appropriate Social Media policy
  • Should you allow patients to post?
  • How various Social Media impact your search engine visibility

Agenda: Saturday Morning 8:00 AM TO 12:15 PM

SEO: Online Marketing Session 5

Search Engine Optimization (SEO)

  • How to get found “organically” by prospective patients
  • Keyword strategy
  • Secrets to local SEO
  • Which SEO techniques must be incorporated into your website from the start
  • Which “off-site” SEO techniques are vital to your success
  • Why “Content, content, content” is your new mantra
  • What are the “dirty little secrets” of search-engine optimization and web design
  • The secret to effective blogging
  • Adapt to Google’s recent algorithm changes — or else
  • How to earn your way to #1 — and stay there
  • White hat versus black hat SEO

Grow Doctor Referrals

Doctor referrals are the lifeblood for most hospitals and practices. We show you how to increase your inbound flow.

  • How to become one of the 20% of providers who win 80% of doctor referrals
  • How to protect your referral base from competitors
  • What to do if key partners or staff have defected to a competitor
  • How to attract the cases you want most
  • How to generate more professional referrals without looking (or feeling) needy, greedy, sleazy or cheesy
  • How to support a new associate or partner
  • How to reward your most important referral sources
  • How to make gift-giving both ethical and more effective
  • Should you host educational events? How?
  • How to ask for referrals from other doctors without begging or looking like a salesman
  • What are common referral faux pas and how to avoid them
  • What to do if their staff doesn’t like your staff… or you
  • Which entertainment strategies are appropriate for you
  • What to do if you or your office “dropped the ball” and referrers have stopped referring to you
  • Should you hire a marketing person? If so, what should you look for? (Hint: there are about 100 definitions of what a marketing person is and does.)

Internet Advertising:
Online Marketing Session 6

Profitable online advertising

  • How to target people who are actively searching online for the services you provide
  • How to show up at the top of Google, immediately
  • Competition online is fierce: How to win the pay-per-click wars
  • Which metrics matter the most, and why?
  • Create “display ads” that show up only in the geographical areas that you choose — for people you want to target
  • How to create landing pages that generate phone calls
  • How to test online advertising to see if it is the right strategy for you
  • Additional advertising opportunities like Facebook, ZocDoc, Healthgrades, Vitals, Yelp, directories and others

Traditional (Offline) Advertising

Attract high-reimbursement patients through ethical external marketing

  • Discover the secrets to external marketing programs that profitably produce new patients, month after month
  • What creative approaches yield patient inquiries?
  • What about seasonality?
  • What are the secrets to buying media profitably?
  • Which external marketing strategy yields the number-one return on investment?
  • Why TV is the “big gorilla” at generating calls
  • When should you use radio?
  • Are magazines and newspapers right for you?
  • Are the yellow pages completely dead?
  • What about postcards and more advanced forms of direct mail?

Public Relations

  • How to get “free press” (publicity)
  • How to win over skeptical reporters
  • What are the elements of an effective press release?
  • Crisis management: what to do when things go terribly wrong
  • Community events
  • Health fairs

B2B Strategies (Time permitting, if relevant to the group)

  • Business-to-business marketing
  • Attract specific employers with specific insurances
  • Attract referrals from attorneys
  • Cross-promote with other businesses

Next Steps

  • Your dream business starts NOW
  • How you can “herd cats” to get your goals accomplished
  • Why “marketing by committee” will kill your results
  • How to begin executing immediately
  • How to hire good marketing and creative talent
  • Inspiring success stories you can learn from
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