Step-by-Step Process
Medicine and marketing have one thing in common…neither are exact sciences. That is why the process of analyzing, testing, executing and tracking is so vitally important. While a patient’s well-being is in the hands of a physician practitioner, the physician’s communications budget should be in the hands of a knowledgeable marketing practitioner.
Step 1
Discovery PROCESS
The Discovery Process is an analysis and diagnosis of the current market situation. During this step, SGW will analyze the marketplace, conduct internal and external audits, as well as focus groups to ascertain the current perception and reputation of the physician’s practice. We will define the geographic targeted area, the competitive climate, and will also identify all referral channels. Of course, all studies and research will be conducted confidentially and will comply with all HIPAA regulations.
Step 2
ESTABLISHING GOALS
SGW will establish specific goals and objectives for each physician’s practice. The following is a list of some basic goals that should be considered:
- Increase the number of new and better-paying patients.
- Increase patient loyalty.
- Increase patient referrals.
- Increase professional referrals.
- Establish an image of excellence.
- Generate brand awareness and positive perceptions.
- Develop and grow a segmented, targeted e-mail and social network databases.
- Convert traditional communications vehicles, such as print ads or newsletters, to online communication programs for future cost savings.
- Implement a communications tracking/measurement system to chart ROI (Return on Investment).
Step 3
DEVELOPING A STRATEGY
To achieve the established goals, SGW recommends implementing an ongoing and consistent direct communications campaign with current patients, as well as patient and professional referral channels. The overall branding and image campaign will generate interest and create awareness within the targeted geographic communities.
All communications vehicles will direct prospects back to the Website. The site will be designed to create immediate credibility by providing in-depth information and helpful guidance, while capturing the visitors’ names and e-mail addresses for future communications. SGW will create and implement a comprehensive, yet cost-effective, integrated marketing strategy. This strategy will utilize various communications tactics to consistently promote the physician’s brand and image. Some of these basic tools are outlined below:
This will include writing a mission statement, designing a logo and creating a tagline that uniquely identifies the physician and the practice. We will then incorporate a “visual thread” to all forms of communications such as stationary, business cards, advertisements, Website, brochures, direct mail, newsletters, e-bulletins, e-newsletters, in-office posters, signage, etc.
The physician’s resumé should be written, designed and printed on quality stationery stock. When presented with other collateral materials, this piece will establish credibility and a comfort level for all prospects.
SGW Websites are dynamically-driven, database programmed systems that are designed to meet the individual communications challenges and needs of the physician’s practice, as well as provide a vehicle for ongoing proactive communications.
Our Websites utilize KENTiCO CMS for ASP.NET, which is a content management system designed for the Microsoft Web Platform. This system enables our customers to independently manage (add & update) the content on their Website. It saves money by reducing the cost to implement the new Website, and reduces the cost of maintaining the Website over time by putting control in the hands of you – the customer.
Interviews are arranged for relevant editorial opportunities and media alert advisories are created for events hosted by the practice. An editorial calendar and database will be established specifically for the practice.
This form of public relations offers unique access to local dignitaries and politicians, whose presence at events will raise the profile of physicians and their practices within the community. It will also help to increase media interest in covering the events.
Dollar for dollar, PR is the most effective tool for educating the overall general community. Ongoing news releases, feature articles and interviews, both traditional and online, will help position the physician as an authority and expert in their respective field.
Reports are prepared regularly, detailing editorial activities and subsequent coverage. Activity tracking and tear sheet reports are produced to monitor all stated goals.
These are the most cost-efficient and effective lines of communication for distributing valuable information to current patients and all referral channels. These same communications activities are also ideal for promoting the breadth of services offered by the physician’s practice.
A professionally-created advertising campaign will work to promote and brand the physician’s image.
The cost of a well-designed, comprehensive capabilities brochure can be amortized by serving multiple purposes, such as an initial direct-mail piece. The brochure should be included in a practice presentation folder along with an introductory letter, press materials and a resumé, to create a positive impression on everyone who receives it. In-office posters also present an excellent opportunity for educating a “captive” audience.
All forms of media – print, out-of-home, transit, cinema, radio, cable, network TV, and online banners and links – can be very expensive. That’s precisely why up-front strategic planning becomes crucial to increasing Website traffic and supporting the overall integrated marketing and communications plan.
These events position the physician as an authority in their field and help raise awareness of their presence in the community. They also help to elevate employee and staff morale, while bringing community members on-site and ultimately, into the practice.