Where to Start in Developing a Medical Practice Marketing Strategy?

As I discussed in my white paper, a medical practice marketing plan should be an integrated approach that takes into consideration the key takeaways from both the practice and target market analysis. Based on these results, the best recommended approach should include a varied blend of action points that focuses priority on the most critical areas of need first, but does not neglect leveraging a combination of programs or “campaigns” that serve all functional needs of the practice being taken into account.

An initial question that comes to mind is how many private medical practices on average are taking this critical first step to marketing? From our experience, it appears that 20% or less of practice owners have an actual layered marketing strategy that takes into account their practice’s increase and decrease in numbers year over year…

Which treatment segments are thriving?

Which ones have decreased from the previous year?

What actions are being taken to drive new patients seeking private-pay or cosmetic treatments?

This may sound like a fairly basic analysis that any sound minded business owner would and should be taking. However, most medical practice owners are also practitioners and spend 90% of their days or more actually treating patients. Unfortunately, as a direct result the business side of the practice suffers unless there is a competent office manager or partner who takes on these responsibilities directly.

On that note, how many private medical practices are really able to boast having synchronized finance and marketing partners who work together towards common business objectives? 10% or less?

About Scott MacAllister
As co-founder and Managing Director of Med-Marketers, Scott is responsible for the overall strategy, development, and day to day operations of the company. Scott has over 15 years of sales, marketing, and business development experience stemming from technology, healthcare, and the retail industries. Prior to Med-Marketers, Scott held Business Development and Marketing leadership roles at both Core Security Technologies and Imaginatik PLC. As an integral part of management, he built and developed teams that were focused on executing brand awareness and demand generation initiatives that directly helped both companies realize significant increases to their overall revenue lines.