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A Marketing Strategy to Improve Revenues

In the Woods
In the Woods

This CME-Accredited presentation was given at The Old North State Medical Society 129th Annual Scientific Session in June 2016 at the North Raleigh Hilton in Raleigh, North Carolina.

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Physician Brands A MARKETING strategY to IMPROVE REVENUES PRESENTATION BY The Old North State Medical Society 129th Annual Scienti鍖c Session June 23-25, 2016
ONLINE SEARCH Has replaced the referrals of family and friends in choosing a doctor.
92%Read online reviews 40%Form an opinion reading1-2 reviews #1Star rating matters most
ONLINE REVIEWS 44%Look only at reviews from past 30 days 87%Wont choose a doctor with only 1-2 stars 68%Positive reviews build trust
DESIGN A BRAND WHAT CAN YOU DO? www.inthewoods.us
Be credible + make everything you do sustainable over time. Stop pulling out your wallet for a big spend once or twice a year and make small investments of time and money on a weekly basis.
Online Reviews Personality + Demeanor Subject Matter Expertise Connecting with Patients Personal Network(s) Peer Network Community Involvement Charitable Works PERSONAL BRAND Doctors are the heart of a Practice.
Online Reviews Logo + Brand Elements Service Specialties Sta鍖 Personality + Responsiveness Identity System Website & Blog Social Media Pro鍖les Brochures & Patient Information PRACTICE BRAND Everything that surrounds a doctor.
Local Citations Patient Reviews Patient Portals ProfessionalAssociations Civic Groups Industry Listings Business Listings Establish + manage a quality reputation LOCAL LISTINGS
Peer Networking Referral Networks Strategic Partnerships PARTNERSHIPS + NETWORKS Extend Services + reach new markets
Practice Blog Personal Blog Guest Blogs + Columns Social Media Channels Conference Presentations CONTENT MARKETING Original content, curation, and rich media
3 EXAMPLES HOW DOES IT WORK?
PRIVATE PRACTICE Challenge: Visibility Focus 鍖rst on the Doctors Personal Brand, using local listings, medical portals, along with professional and community citations. Next, do the same for the Practice Brand, linking it to the Doctor. Implement a patient care model for sta鍖. Create a review-friendly practice environment, and monitor online reviews daily. Create social media pro鍖les on LinkedIn, Facebook, 際際滷Share, and Google Local Pages. Consider adding Medium, Pinterest and YouTube even Instagram. Add personal touches speci鍖c to your Personal Brand. Establish a referral network. Attend and present at conferences. Use Content Marketing to 鍖ood local search results for potential area patients. Focus on what makes the Practice unique in the local area. List the practice everywhere, creating high quality content that is relevant to potential patients searching for help and information online.
GROUP PRACTICE Challenge: Preserving a personal touch Focus 鍖rst on the Practice Brand. Identify top practice services for online pro鍖les list physicians with each service. Create physician pro鍖les using the same practice information and practice service(s). Create business pages on Facebook, Google Local Pages, and LinkedIn and post regularly. Link all physicians and sta鍖 to the practice page on Linkedin. Create a library of branded videos, infographics, and information sheets. Add a blog to the practice website. Consider creating a YouTube channel include at least one video for each practice physician. Present at conferences, focusing on practice specialties. Post these presentations to LinkedIn and 際際滷Share - for physicians and the practice. Find ways to add a personal touches to patient interactions. List the practice everywhere, linking all physicians and their specialties, along with promoting a personal approach to healthcare.
EMPLOYEE PHYSICIAN Challenge: Establishing autonomy Develop a signature Personal Brand. Use social media pro鍖les to promote your personal brand. Be warm and personable on social media channels. Give full and frequent credit to your employer but always place the primary focus on your specialty (not you). Submit articles and presentations to respected patient portals. Create patient-centered information to post online. Post to Medium or other social channel for thought leadership. Donate time to local causes that support your personal passions. Be the local areas Go-To Doc for your area(s) of expertise. Create a strong peer network. Attend and present at conferences. Look for ways to establish your expertise and personal brand both as part of your employers brand and separately as your own.
SPECIAL THANKS!Shutterstock: pixelheadphoto, wavebreakmedia, gorillaimages, d8nn, monkey business images BrightLocal, 2015 Survey This CME accredited lecture was 鍖rst presented by Kathi Tevlin, Founder of In the Woods, at The Old North State Medical Societys 129th Annual Scienti鍖c Session on June 23-25, 2016 at the North Raleigh Hilton in Raleigh, NC. To learn more about The Old North State Medical Society and its mission, visit their website at www.onsms.org. For more information about CME accreditation in North Carolina, visit the Southern Regional AHEC at www.southernregionalahec.org.
www.inthewoods.us In the Woods has been partnering with local business and professionals for over 17 years. Our roots are in brand strategy and marketing and our commitment is to provide business owners with options for growth, manageable pro鍖tability, and a high quality of life.* * Yes, we design presentations, too! kathi@inthewoods.us linkedin.com/in/kathitevlin slideshare.net/ktevlin brand Strategy Logos + Branding Websites Social Media Content Marketing Advertising
BONUS FIND A GREAT FIT. 5 QUESTIONS Whats my role in the work ahead? Great brand partners know involving clients is critical to long term brand success. Ask yourself: Is this brand partner credible? Experienced brand partners have more practical ideas than they could ever exhaust and are con鍖dent enough to share a few with prospects. To ask potential brand partners. What works about my current brand? Great brand partners are builders. Whats your recommended first step? Great brand partners 鍖rst build solid foundations. What excites you about my practice? The right brand partner will be excited to work with you your business matters!

More Related Content

A Marketing Strategy to Improve Revenues

  • 1. Physician Brands A MARKETING strategY to IMPROVE REVENUES PRESENTATION BY The Old North State Medical Society 129th Annual Scienti鍖c Session June 23-25, 2016
  • 2. ONLINE SEARCH Has replaced the referrals of family and friends in choosing a doctor.
  • 3. 92%Read online reviews 40%Form an opinion reading1-2 reviews #1Star rating matters most
  • 4. ONLINE REVIEWS 44%Look only at reviews from past 30 days 87%Wont choose a doctor with only 1-2 stars 68%Positive reviews build trust
  • 5. DESIGN A BRAND WHAT CAN YOU DO? www.inthewoods.us
  • 6. Be credible + make everything you do sustainable over time. Stop pulling out your wallet for a big spend once or twice a year and make small investments of time and money on a weekly basis.
  • 7. Online Reviews Personality + Demeanor Subject Matter Expertise Connecting with Patients Personal Network(s) Peer Network Community Involvement Charitable Works PERSONAL BRAND Doctors are the heart of a Practice.
  • 8. Online Reviews Logo + Brand Elements Service Specialties Sta鍖 Personality + Responsiveness Identity System Website & Blog Social Media Pro鍖les Brochures & Patient Information PRACTICE BRAND Everything that surrounds a doctor.
  • 9. Local Citations Patient Reviews Patient Portals ProfessionalAssociations Civic Groups Industry Listings Business Listings Establish + manage a quality reputation LOCAL LISTINGS
  • 10. Peer Networking Referral Networks Strategic Partnerships PARTNERSHIPS + NETWORKS Extend Services + reach new markets
  • 11. Practice Blog Personal Blog Guest Blogs + Columns Social Media Channels Conference Presentations CONTENT MARKETING Original content, curation, and rich media
  • 13. PRIVATE PRACTICE Challenge: Visibility Focus 鍖rst on the Doctors Personal Brand, using local listings, medical portals, along with professional and community citations. Next, do the same for the Practice Brand, linking it to the Doctor. Implement a patient care model for sta鍖. Create a review-friendly practice environment, and monitor online reviews daily. Create social media pro鍖les on LinkedIn, Facebook, 際際滷Share, and Google Local Pages. Consider adding Medium, Pinterest and YouTube even Instagram. Add personal touches speci鍖c to your Personal Brand. Establish a referral network. Attend and present at conferences. Use Content Marketing to 鍖ood local search results for potential area patients. Focus on what makes the Practice unique in the local area. List the practice everywhere, creating high quality content that is relevant to potential patients searching for help and information online.
  • 14. GROUP PRACTICE Challenge: Preserving a personal touch Focus 鍖rst on the Practice Brand. Identify top practice services for online pro鍖les list physicians with each service. Create physician pro鍖les using the same practice information and practice service(s). Create business pages on Facebook, Google Local Pages, and LinkedIn and post regularly. Link all physicians and sta鍖 to the practice page on Linkedin. Create a library of branded videos, infographics, and information sheets. Add a blog to the practice website. Consider creating a YouTube channel include at least one video for each practice physician. Present at conferences, focusing on practice specialties. Post these presentations to LinkedIn and 際際滷Share - for physicians and the practice. Find ways to add a personal touches to patient interactions. List the practice everywhere, linking all physicians and their specialties, along with promoting a personal approach to healthcare.
  • 15. EMPLOYEE PHYSICIAN Challenge: Establishing autonomy Develop a signature Personal Brand. Use social media pro鍖les to promote your personal brand. Be warm and personable on social media channels. Give full and frequent credit to your employer but always place the primary focus on your specialty (not you). Submit articles and presentations to respected patient portals. Create patient-centered information to post online. Post to Medium or other social channel for thought leadership. Donate time to local causes that support your personal passions. Be the local areas Go-To Doc for your area(s) of expertise. Create a strong peer network. Attend and present at conferences. Look for ways to establish your expertise and personal brand both as part of your employers brand and separately as your own.
  • 16. SPECIAL THANKS!Shutterstock: pixelheadphoto, wavebreakmedia, gorillaimages, d8nn, monkey business images BrightLocal, 2015 Survey This CME accredited lecture was 鍖rst presented by Kathi Tevlin, Founder of In the Woods, at The Old North State Medical Societys 129th Annual Scienti鍖c Session on June 23-25, 2016 at the North Raleigh Hilton in Raleigh, NC. To learn more about The Old North State Medical Society and its mission, visit their website at www.onsms.org. For more information about CME accreditation in North Carolina, visit the Southern Regional AHEC at www.southernregionalahec.org.
  • 17. www.inthewoods.us In the Woods has been partnering with local business and professionals for over 17 years. Our roots are in brand strategy and marketing and our commitment is to provide business owners with options for growth, manageable pro鍖tability, and a high quality of life.* * Yes, we design presentations, too! kathi@inthewoods.us linkedin.com/in/kathitevlin slideshare.net/ktevlin brand Strategy Logos + Branding Websites Social Media Content Marketing Advertising
  • 18. BONUS FIND A GREAT FIT. 5 QUESTIONS Whats my role in the work ahead? Great brand partners know involving clients is critical to long term brand success. Ask yourself: Is this brand partner credible? Experienced brand partners have more practical ideas than they could ever exhaust and are con鍖dent enough to share a few with prospects. To ask potential brand partners. What works about my current brand? Great brand partners are builders. Whats your recommended first step? Great brand partners 鍖rst build solid foundations. What excites you about my practice? The right brand partner will be excited to work with you your business matters!