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1-3% of Practice Revenue to Marketing = long term sustainability

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Growth Matters Media
Growth Matters Media

This document discusses strategies for patient acquisition marketing for medical practices. It recommends treating practices like businesses and patients like consumers. It emphasizes the importance of understanding patient demographics and behaviors, and knowing patients' profiles before they interact with the practice. It also stresses implementing annual marketing budgets and using marketing methodology to create brands and consistency.

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Patient Acquisition Marketing | 2014 Property of GMMarketing 2014 | Private and Confidential
Modern Practice Management Marketing Improve Pa+ent Sa+sfac+on Treat prac)ces like businesses and pa)ents like consumers Create and understand pa+ent demographics and behaviors Know your pa)ents profiles before ¡°moment of ouch¡± and how and where to engage them ¨C brand awareness Marke+ng is included as part of prac+ce management Annual budget planning, budget management, and full )me marke)ng resources and personnel Clearly define and educate on the difference between adver+sing and marke+ng U)lize marke)ng methodology to first create a brand and consistency, remove adver)sing as a synonym for marke)ng ¨C a print ad is not marke)ng
Zero Moment of ¡°Ouch¡± ¨C Patient Journey On-?©\Air Promo)ons TV Radio Print Out-?©\Of-?©\Home Contes)ng AWARENESS CONSIDERATION e-?©\Commerce M.Site PURCHASE SERVICE LOYALTY Display Ads Customized APP Community Signage Blog Social Conversa+on Social Content Web Site M.Site Prac)ce Loca)on Care Pa)ent Service Pa)ent Services Cash Pay Services Search SEO | PPC +90% of all pa+ents Timeline Marke)ng Pa)ent Surverys Mobile search Ouch Happens¡­ Now What?
Brand? Iden+fy the obvious What do you do? What are the services that drive 90%+ of your revenue Be a pa+ent at your own prac+ce Go through the same journey as a pa)ent would, what's broken, what's not being communicated Create and enforce guidelines Create a set of clearly defined rules for the brand based on the architecture, and enforce them by having marke)ng approve and management all image and content decisions
Journey Build a process that allows the brand to have ac+on Apply the brand rules to the living breathing parts of the prac)ce and give them responsibility Iden+fy touch points with pa+ents Understand the essen)al points in which a pa)ent will be interac)ng with the brand and monitor Constantly train and enforce U)lize data and feedback to con)nually improve pa)ent journey to ensure posi)ve outcome
Improving Digital Mechanics ¨C A Must Don¡¯t ignore consumer behavior 80%-?©\90% of pa+ents will u+lize web content to make a physician or facility decision Search is a managed service not a product, and it CAN NOT be cheap Search is Search Engine Marke)ng (SEO) ¨C the ability to manage over 140 and constantly changing search algorithm rules that hold relevance to your search engine rank ¨C The best place to hide a dead body is on page 2 of search results Sound site design and page labeling Meta tags, page labels, page tags, naviga)on, and content Social reviews buRoned up Make sure SEO, Healthgrades, Vitals, Facebook, G+ are up to date, and content is being changed on regular basis -?©\ daily
Marketing Spending ¨C Budget Management Total 4% -?©\ 10% of Annual Collec+on Revenue 20% 15% 65% Adver+sing 20%-?©\25% 20% goes to tradi)onal channels Print ¨C TV ¨C Digital Community Investment 15%-?©\20% High School Sports, Non-?©\profits, Educa)on Marke+ng Infrastructure ¨C Search 65% -?©\ 70% ? SEO ? Site design ? Social Content Development | PR ? Brand Development ? Crea)ve Development
Looking forward Reviews will be going from public service to reimbursement factor Government will be analyzing public review records to decide reimbursement rate Stay in control ¨C get your own self referrals Afract and retain your own pa)ents don¡¯t rely on referral channels as only source It is the future ¨C con+nued investment in technology is a must Factor investment in technology as a fixed marke)ng expense moving forward Be in business, not in prac+ce Know every employee, and know every pa)ent (customer) Mobile is a must Mobile first strategy is a must

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1-3% of Practice Revenue to Marketing = long term sustainability

  • 1. Patient Acquisition Marketing | 2014 Property of GMMarketing 2014 | Private and Confidential
  • 2. Modern Practice Management Marketing Improve Pa+ent Sa+sfac+on Treat prac)ces like businesses and pa)ents like consumers Create and understand pa+ent demographics and behaviors Know your pa)ents profiles before ¡°moment of ouch¡± and how and where to engage them ¨C brand awareness Marke+ng is included as part of prac+ce management Annual budget planning, budget management, and full )me marke)ng resources and personnel Clearly define and educate on the difference between adver+sing and marke+ng U)lize marke)ng methodology to first create a brand and consistency, remove adver)sing as a synonym for marke)ng ¨C a print ad is not marke)ng
  • 3. Zero Moment of ¡°Ouch¡± ¨C Patient Journey On-?©\Air Promo)ons TV Radio Print Out-?©\Of-?©\Home Contes)ng AWARENESS CONSIDERATION e-?©\Commerce M.Site PURCHASE SERVICE LOYALTY Display Ads Customized APP Community Signage Blog Social Conversa+on Social Content Web Site M.Site Prac)ce Loca)on Care Pa)ent Service Pa)ent Services Cash Pay Services Search SEO | PPC +90% of all pa+ents Timeline Marke)ng Pa)ent Surverys Mobile search Ouch Happens¡­ Now What?
  • 4. Brand? Iden+fy the obvious What do you do? What are the services that drive 90%+ of your revenue Be a pa+ent at your own prac+ce Go through the same journey as a pa)ent would, what's broken, what's not being communicated Create and enforce guidelines Create a set of clearly defined rules for the brand based on the architecture, and enforce them by having marke)ng approve and management all image and content decisions
  • 5. Journey Build a process that allows the brand to have ac+on Apply the brand rules to the living breathing parts of the prac)ce and give them responsibility Iden+fy touch points with pa+ents Understand the essen)al points in which a pa)ent will be interac)ng with the brand and monitor Constantly train and enforce U)lize data and feedback to con)nually improve pa)ent journey to ensure posi)ve outcome
  • 6. Improving Digital Mechanics ¨C A Must Don¡¯t ignore consumer behavior 80%-?©\90% of pa+ents will u+lize web content to make a physician or facility decision Search is a managed service not a product, and it CAN NOT be cheap Search is Search Engine Marke)ng (SEO) ¨C the ability to manage over 140 and constantly changing search algorithm rules that hold relevance to your search engine rank ¨C The best place to hide a dead body is on page 2 of search results Sound site design and page labeling Meta tags, page labels, page tags, naviga)on, and content Social reviews buRoned up Make sure SEO, Healthgrades, Vitals, Facebook, G+ are up to date, and content is being changed on regular basis -?©\ daily
  • 7. Marketing Spending ¨C Budget Management Total 4% -?©\ 10% of Annual Collec+on Revenue 20% 15% 65% Adver+sing 20%-?©\25% 20% goes to tradi)onal channels Print ¨C TV ¨C Digital Community Investment 15%-?©\20% High School Sports, Non-?©\profits, Educa)on Marke+ng Infrastructure ¨C Search 65% -?©\ 70% ? SEO ? Site design ? Social Content Development | PR ? Brand Development ? Crea)ve Development
  • 8. Looking forward Reviews will be going from public service to reimbursement factor Government will be analyzing public review records to decide reimbursement rate Stay in control ¨C get your own self referrals Afract and retain your own pa)ents don¡¯t rely on referral channels as only source It is the future ¨C con+nued investment in technology is a must Factor investment in technology as a fixed marke)ng expense moving forward Be in business, not in prac+ce Know every employee, and know every pa)ent (customer) Mobile is a must Mobile first strategy is a must