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Marketing your orthopedic_medicine_practice_aaom_0412 friedlis


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Marketing your orthopedic_medicine_practice_aaom_0412 friedlis

  1. 1. Mayo Friedlis MDCapitol Spine and Pain Centers AAOM 0412
  2. 2. What is Orthopedic Medicine What it’s not:  Your specialty (PM&R, Anesthesia, Osteopathic) What it is:  IT’S PAIN!
  3. 3. WHAT IS MARKETING? The process of getting and keeping the right kind of customers In other words:  doing what attracts the right patients  Not doing what drives them away
  4. 4. How to Market your Practice Analysis Strategy Audience Tools Advertising Public relations
  5. 5. How to Market Part 1: Analysis Understand your practice  Understand yourself  Strengths- alone and as compared to your competition  What do you offer?  Why are you unique?  What are your opportunities for growth?  What resources do you have?  What are you willing to invest in time and resources?
  6. 6. These can be some of yourstrengths: Be good at what you do Be nice Be visible Be available Be different—look for the unique selling proposition Sell what you have:  Young doctor—recent training  Old doctor—experience  Sex appeal  Great training  Ethnicity  Personal interests  Your staff  Your location or building  Your reputation  Your connections If you arent different, get different!
  7. 7. Analysis cont. Position your practice against your best competitors weaknesses. Create a mission statement to guide your marketing efforts—get all your team members pulling in the same direction.
  8. 8. Understanding your practice Weaknesses (introspection)  Physical plant/Espre décor  Everything counts approach  Customer service  Get patient/referral source feedback. What are the common complaints?  Communication  Are you good at getting your messages out?  What are you unhappy about in your practice?
  9. 9. Are you ready to market? Can you accept an increase in volume? Do you have a practice worth marketing?  How does it look  How does it run  What does it offer  Are you happy with the name? Logo? Signage? Is your customer service up to speed?  Are you getting new patients but not keeping them Internal vs. external marketing
  10. 10. Internal marketing-Everything counts Done by Disney with great success Looks at the practice through naive eyes Looks at the practice through ONLY the eyes of the patient Done every day by a different staff member using a checklist Looks at structure, organization, customer service, aesthetics, sights, sounds, smells You must be willing to fix what is wrong
  11. 11. Marketing Plan Part 2: The Strategy Develop e a message  Brief-2-3 paragraphs  Clear  Consistent across all your media  Highlight your strengths, avoid trashing your competition Consider this is an opportunity to educate patients and referral sources on appropriate pain treatments
  12. 12. Marketing Strategy, cont.  Define your target audience  Patients  Doctors  Industry  Measure you current status  # of patients per month  Revenue by procedure  Set goals for growth  What is your goal? Eg,10-15% more new patients  How will you know that you are there-how will success be measured  Set up the data collection before you begin
  13. 13. Getting your message out How to deliver this message  Depends on your audience  Doctors  Your report  Brochure  grand rounds  face to face with lunch or dinner  Cold calling  Direct mail  Hospital newsletters  Your own newsletter
  14. 14. Getting your message out Patients  Website  Newsletter  Print material  Brochure Industry  Brochure  Newsletter  Lectures  Send in lunch
  15. 15. Consider alternative providers tomarket alternative treatments These providers and their patients will be more receptive to your approach than the average doctor Their patients are already paying out of pocket for care Examples:  Chiropractors  Rolfers  Massage therapists  Accupunturists  Energy workers
  16. 16. What are the tools Print Materials-basic  Brochure  Bio sheet  Pictures  Patient information sheets  Practice philosophy/mission  Diagnosis sheets  Procedure sheets  Patient testimonial reprints
  17. 17. More Tools Face to face meetings Cold calling Grand Rounds Lectures Direct Mail
  18. 18. CME Program Target primary care, chiropractors (they control the patients) Educate them about pain so they can make better decisions for their patients Reduces reflex “send to the surgeon” behaviors Positions you as the authority on pain issues Opportunity for you and the referring docs to interact on a personal level
  19. 19. More Tools Website Newsletter Lunches/dinners Your report  To referring physicians  To patients (The Mayo clinic does!)
  20. 20. Web sites Why you need one How do you start Whats it cost? Where do you find content? Patient stories Pictures/colors Animations helpful Ease of navigation Call to action
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  22. 22. PRP/Prolo/Interventional PainAnimation Videos For practices wishing to license these animations for their site, they can go to: education/viewmedica-for-web.html 888-GO-SWARM (888 467-9276 )
  23. 23. Newsletters Don’t start one unless you can continue Begin quarterly Recycle your patient information sheets, articles, and testimonials Key to community events, national issues, seasonal issues Email distribution  Start collecting now
  24. 24. Direct Mail Basic format  Peer reviewed article or your own research  Cover letter  Has to connect you to the article  2-3 paragraphs max  2 case studies (with positive outcomes!)  Bio and contact info/cards  Target your audience properly  Must look very professionally done
  25. 25. Stumbling Blocks Can’t write  Hire a medical writer Can’t design a brochure or other graphic materials  Hire a graphic artist Too daunting a task  Start with just one project No time  Maybe you are busy enough?  If not hire it out to a professional or pt. time AA
  26. 26. Level 2 Marketing- Advertising Are you ready for the investment? How much? Must be professional looking Target audience will determine placement  Lay medical newspapers are best for patients  Trade journals for businesses/workers comp  Each community has it own resources Hit and miss despite good planning  Need to be prepared for a trial investment  Shows the importance of data collection
  27. 27. Advertising Print media (magazines, newspapers)  useful for most situations  try for article plus the ad  needs a long term commitment Radio  much more expensive  needs to be unique and targeted in message  try a couple of months and review results TV  local cable channels probably the most affordable Internet
  28. 28. Level 3 Marketing-Public Relations What is it?  Gets your message out to the public  Exposes you to the public  Uses topics of public interest and news items that don’t require direct payment  Exposure is placed in 3rd party outlets providing legitimacy to you that advertising cant
  29. 29. Public Relations examples Speaking at a conference Being interviewed by news media about something that you do (this is arranged) Being identified as the expert on something Being part of an event that is newsworthy Having an article that you wrote or written about you published as news
  30. 30. How to measure success Need to know where the patients come from  Referral doctor  Family/friend/coworker  which ad or article  Website  Lecture  newscast Hard copy vs. electronic Importance of asking the right questions  E.g. “Who sent you here” vs. “How did you first hear about our practice” Even with the best data, it’s still not exact
  31. 31. Good Luck!