Archive for May, 2010
One of the primary goals of your online and offline marketing plan is to build a strong client base. Today’s patients have access to a wealth of information and can get in touch with doctors within seconds, so surgeons and medical professionals need to make an extra effort to increase patient loyalty and generate referrals.
Rewards programs are one effective way to generate more interest in your practice, and keep those patients coming back for additional procedures and services. You can develop a rewards program that offers discounts on future services, or even complimentary services after the patient acquires a certain number of points. If you are a cosmetic surgeon, you may consider offering free Botox injections or other lower-priced procedures in exchange for a certain number of points. Plastic surgeons may be able to extend a discount on laser hair removal packages, or may even offer a medical spa package as a reward.
For cosmetic and plastic surgeons that also offer medical spa services, a membership program can be a valuable way to generate repeat business. Membership rates and discounts can encourage patients to turn only to you when they are looking for more than just a cosmetic procedure. Today’s popular minimally-invasive procedures, including Botox, dermal filler injections and even laser hair removal, can be attractive to many of your existing cosmetic and plastic surgery clients. Membership rates on these popular services may an attractive incentive for your existing plastic and cosmetic surgery clients, as well as their friends and family members.
You can also increase patient loyalty by offering seasonal promotions and discounts. Highlight some key procedures for the season, and offer a discount or ‘double rewards’ on certain procedures or services throughout the year, to keep your patients interested.
Marketing to your patients is an ongoing process, and rewards and membership programs can be an effective way to keep existing clients coming back. Consider implementing a rewards program or offering membership rates on certain services so that you can generate repeat business, season after season.
E-mail marketing is among the most effective ways to reach out to current and future patients to generate more business. E-mail newsletters can feature the latest news about your practice, spotlight a special offer, or even introduce a new treatment or procedure.
When you have a list of subscribers for an e-mail newsletter, and are busy collecting e-mails of prospective patients to send out special offers and newsletter blasts, it’s important to pay attention to the frequency of your communications so that you can get the response rate you want.
While there is no one-size-fits-all strategy for determining how many times per week or month you should send out an e-mail newsletter, there are some guidelines to follow to ensure that your e-mails are read, and effective for generating more business.
Maintaining a schedule will help build trust and confidence with your subscribers, and will keep your practice at the ‘top of mind’. Stick with a monthly or bimonthly e-mail distribution schedule, and try to send it out at the same time of day each time. Consistency with your e-mail marketing will pay off in the long-term. More >
While conventional marketing materials such as brochures, postcards and newsletters will help you improve brand awareness and encourage more patient visits, there are many more effective ways to keep your appointment books full each quarter.
When you make cultivating referrals a priority, you can maintain a steady flow of patients and clients — even when you?re not executing a direct marketing campaign.
Here are just five simple strategies for cultivating referrals for your practice:
1. Host a seminar or event. Build relationships with your Chamber of Commerce, local radio and TV stations, and complementary businesses, and host an event, workshop or seminar to generate interest from local patients. Personally invite your existing clients to the event, and encourage them to bring a friend. This is a prime opportunity for you to market your services to prospective patients.
2. Encourage patients to send your email newsletter to a friend. Make it easy for existing clients to ‘pass along’ your marketing message by posting a referral link within your email newsletter, or by providing a gentle reminder to “Send this email to a friend”. Many patients simply need the prompt to forward your message along to a prospect. More >
Attracting high-quality traffic to your website and Profile page increase the chances of booking more consultations, but what does it take for a lead to turn into an actual patient?
More often than not, the prospective patient has found your website or page after doing a basic search on the major search engines. They may be looking for a very specific procedure, your practice in particular, or conducting a general search to compare different doctors in their area.
Whatever the case may be, there are certain things you can do to prompt the prospect to book a consultation. Here are some effective ways to help new patients schedule a consultation:
1. Keep your website content well-organized. Prospective patients should be able to learn about your practice and available procedures within a few minutes. Make sure that all of the content is easy to read and understand — ideally, it should be readable “at a glance”. Update your site or page regularly with fresh content so that existing patients always have a reason to keep up with you. This can prompt a referral, or even encourage another appointment. More >