Marketing your orthopedic_medicine_practice_aaom_0412 friedlis
Mayo Friedlis MDCapitol Spine and Pain Centers AAOM 0412
What is Orthopedic Medicine What it’s not: Your specialty (PM&R, Anesthesia, Osteopathic) What it is: IT’S PAIN!
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
How to Market your Practice Analysis Strategy Audience Tools Advertising Public relations
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?
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!
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.
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?
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
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
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
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
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
Getting your message out Patients Website Newsletter Print material Brochure Industry Brochure Newsletter Lectures Send in lunch
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
What are the tools Print Materials-basic Brochure Bio sheet Pictures Patient information sheets Practice philosophy/mission Diagnosis sheets Procedure sheets Patient testimonial reprints
More Tools Face to face meetings Cold calling Grand Rounds Lectures Direct Mail
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
More Tools Website Newsletter Lunches/dinners Your report To referring physicians To patients (The Mayo clinic does!)
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
PRP/Prolo/Interventional PainAnimation Videos For practices wishing to license these animations for their site, they can go to: www.swarm.md http://www.swarm.md/patient- education/viewmedica-for-web.html 888-GO-SWARM (888 467-9276 )
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
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
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
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
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
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
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
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