• Revenue Cycle Management
  • COVID-19
  • Reimbursement
  • Diabetes Awareness Month
  • Risk Management
  • Patient Retention
  • Staffing
  • Medical Economics® 100th Anniversary
  • Coding and documentation
  • Business of Endocrinology
  • Telehealth
  • Physicians Financial News
  • Cybersecurity
  • Cardiovascular Clinical Consult
  • Locum Tenens, brought to you by LocumLife®
  • Weight Management
  • Business of Women's Health
  • Practice Efficiency
  • Finance and Wealth
  • EHRs
  • Remote Patient Monitoring
  • Sponsored Webinars
  • Medical Technology
  • Billing and collections
  • Acute Pain Management
  • Exclusive Content
  • Value-based Care
  • Business of Pediatrics
  • Concierge Medicine 2.0 by Castle Connolly Private Health Partners
  • Practice Growth
  • Concierge Medicine
  • Business of Cardiology
  • Implementing the Topcon Ocular Telehealth Platform
  • Malpractice
  • Influenza
  • Sexual Health
  • Chronic Conditions
  • Technology
  • Legal and Policy
  • Money
  • Opinion
  • Vaccines
  • Practice Management
  • Patient Relations
  • Careers

Marketing ideas that stick

Article

In tough economic times, with fewer people seeking medical care because they've lost insurance coverage or they're hoarding spare cash, attracting new patients and keeping established patients takes on increasing importance.

Key Points

Carol Rupe, MD, a family physician in Charlotte, North Carolina, recently added a Facebook component to her marketing efforts, which have included direct mail, speaking at charitable fund-raisers, and participating in health fairs.

John C. Johnson, MD, an emergency medicine and urgent care specialist in Valparaiso, Indiana, has a "The doctor is IN" sign that faces the highway and, during office hours, is lit in neon red.

In honor of his practice's 100th birthday (his grandfather started the practice in 1910, his father took over in 1951, and he joined in 1988), Peter Menger, MD, an ophthalmologist in Franklin Square, New York, is sponsoring community events and teams, offering free diabetic eye screenings, and speaking about eye health to local community groups and schools.

MARKETING INCREASINGLY IMPORTANT

Determining the best ways to market your particular "brand," however, involves research and careful planning. "If a patient comes in and says 'I want an antibiotic,' you wouldn't just prescribe it for him," says Stewart Gandolf, a founding partner of Healthcare Success Strategies, a medical marketing company headquartered in Irvine, California. "You'd do an exam, make a diagnosis, and come up with a treatment plan. We tell doctor-clients that marketing requires the same approach-diagnose where you are, examine the marketplace, and then develop a promotion plan that suits your practice, because every practice is unique."

Related Videos
© National Institute for Occupational Safety and Health
© National Institute for Occupational Safety and Health
© National Institute for Occupational Safety and Health