Cost-Effective Marketing

The economic recovery seems to be progressing, but at a slower pace than most had hoped for. Healthcare is a relatively resilient industry, but even medical, dental, chiropractic and other healthcare practices are feeling the pinch. In times like these, a little belt-tightening may be necessary. That does not mean you should jettison your practice marketing activities, however. Attracting new patients and providing a level of service that keeps current patients coming back is more important now than ever. You don’t need to spend a fortune on marketing for it to be successful. Here are four cost-effective ways to help keep your schedule full and your practice profitable, in spite of the tough economy.

1. Offer patient education. Start a monthly or quarterly lecture series on topics that appeal to your target market. This need not be an elaborate, costly endeavor. To gather a small crowd, print announcements about upcoming events on patient statements, do a postcard mailing, put a notice in the community calendar section of your local paper, and perhaps take out a small ad. This should be sufficient to attract enough people to fill your waiting room (the least expensive location to hold your lecture). For more information on this marketing technique, see the recent post on this blog titled Offering Educational Seminars to Attract New Patients.

2. Write for your local paper. Especially if you live in a smallish community, your local newspaper may welcome a well-written monthly column featuring timely health information for patients. Write a sample column, send it to the paper’s editor, and follow up with a phone call or meeting to offer your services. Be sure to keep your articles strictly informational (i.e., no overt practice promotion).

3. Use postcards. Keeping your existing patients coming back year after year is the most cost-effective marketing tool you have. Use a postcard recall system to remind patients about annual and other follow-up visits. When you have a new service to offer, postcards are an inexpensive way to get the word out to your entire patient base.

4. Run a first-rate operation. Paying attention to detail and running an efficient, patient-oriented practice increases referrals and positive word-of-mouth. Keep these basics in mind; they are essential pieces in your marketing plan:

o Be accessible.
o Provide superior clinical care.
o Don’t rush.
o Go the extra mile with personalized service.
o Do what you say you’ll do (i.e., return phone calls in a timely manner).
o Have pleasant, well-trained, patient-focused staff.
o Keep your office clean.

Promoting your practice does not need to be expensive or overly time-consuming, but in today’s competitive environment, it’s essential. If you don’t have a plan in place to engage in regular marketing activities, make this the first agenda item for your next staff meeting.