Take a moment to think this through. You get patients from
– B2B (business to business) marketing – aka marketing to other physicians and businesses (whether you are scoping out physician referrals or marketing with payers or doing direct deals with employers etc)
– B2C (business to consumer) marketing – aka marketing to prospective patients directly (whether you are doing digital marketing, print and media advertising, workshops, community outreach events etc)
Healthcare, in many ways, is like a retail business. Unless you have ventured into telemedicine or started using telehealth as a potential patient acquisition strategy, your patients are local to you most of the time.
Few examples of who you can market to:
– Other physician practices
– Businesses around your medical practice location(s)
– Senior living centers
– Home healthcare agencies
You can add more that are relevant to your specialty
Regardless of whether you are marketing to other businesses or not, you need to establish a direct marketing channel to draw patients to your practice. You could be doing very well based on other physician referrals, but please do not ignore this direct-to-patients marketing channel.
There are several ways you can market directly to patients
– Digital marketing
– Print and advertising
– Community outreach
– Joint marketing campaigns with payers, other providers promoting health
– Health awareness seminars held at your office or other locations
– Many more…
Start with a marketing plan – however basic that is. Don’t go overboard. Let’s look at how to create a medical marketing plan next.