Growing your medical practice can be a daunting prospect. It requires hard work and investments. Even in light of the difficulties, however, it is by no means impossible. As more people gain access to healthcare funding, there is opportunity for medical practices to grow and thrive. Below, you’ll find just a few strategies physicians can follow in order to build their practices and set themselves apart.
Build a brand for your practice
The first step in growing any business, whether it’s a medical practice or a car repair shop, is to figure out what exactly sets that business apart from other businesses in the same industry. To know what sets you apart, you first have to understand who you are. Consider what your clinic stands for at its root. Ask questions to determine how you want your practice to be viewed. What goals do you have in regards to the service you provide? What constitutes your practice’s ideal patient? What values rest at the heart of your practice?
Once you have figured out who you are, spread the news. Aim for consistency so that over time you will create a brand that patients and potential patients will recognize. Keep logos, fonts, and messaging the same across the entire spectrum of marketing materials you produce, such as stationery, business cards and appointment reminders, even the signage inside and outside your practice. As people begin to recognize your branding and associate it with the positive service you offer, they will continue to come back, and the word will spread.
Leverage online reviews
Online reviews can have a significant impact on a clinic’s reputation. In fact, 80 percent of consumers report that they trust online reviews as much as personal recommendations. Unfortunately, on average, the ratings posted online for physicians are based on only 2.4 reviews. Not only is this very little information for prospective patients to go on, but any negative reviews, which are inevitable, will have a much stronger impact on those ratings.
The simplest way to combat this problem is to encourage patients to rate them online. Whether these reviews show up on a site specifically built around rating medical practices, on a general rating site such as Yelp, or even on the practice’s own website, a higher volume of reviews carries more significance to someone who is searching for a medical practice. Meanwhile, negative reviews will be diluted, lessening their impact.
In order to improve the chances that a patient actually goes online to post their rating, provide them with clear, easy-to-follow instructions on how to find the necessary site. Often, if it requires too much work, patients will not be willing to exert the necessary effort. By removing the difficulty, you can make it much more likely that patients will post those positive reviews, boosting your image and helping your practice to grow.
Email marketing might seem a bit old school these days, with newer, more exciting strategies rising up everywhere you turn, but as the saying goes, “There’s no school like the old school.” When it comes to getting the biggest bang for your buck, there is no beating a solid email marketing campaign.
According to PatientPop, e-mail marketing offers the best ROI of any marketing strategy. The medical practice growth platform recently released a report discussing the effectiveness e-mail marketing brings, including a staggering 3700% return on investment. In other words, for every dollar spent on email marketing, the company will make $38.
The emails a medical practice sends out do not need to be long; in fact, they should be kept relatively short, preferably 300 words or fewer. More than half of emails (53 percent) are opened on mobile devices, and readers do not want to be scrolling through a long email before they discover the point it is trying to make.