Tip of the Month
We still have tremendous opportunity in the area of physician marketing. So much of today’s communication has moved to the Internet, yet there is still great value in the traditional face-to-face interaction between referring providers. Many providers have slipped into a pattern of neglect regarding physician marketing. One possible reason for this neglect is an incorrect assumption that physician referrals can be taken for granted. It really is a huge mistake to overlook the importance physician referrals play in any audiology practice.
Gaining physician referrals in today’s consumer-driven market is crucial. The key to success is actually quite simple. You need a specific and systematic method or plan and you must follow through with your plan consistently over time.
The first step is a careful review of a practice’s current referring physicians and potential referrers which will allow for a properly balanced prioritization of resources in a physician marketing program. The second step is to develop and implement a strategic messaging plan. In other words, an approach that resonates with the referring physicians enough that it will motivate them to start referring to your practice. A small increase in the number of key referral sources can very easily translate into a large increase of new patients coming into your practice. Careful tracking is absolutely necessary to making decisions regarding the effectiveness of the plan. The last step of the process is to regularly re-evaluate the marketing plan overall for improved efficiency and increased return on investment.
Physician marketing is a strategy that can be very effective but it has to be considered a long-term approach that is consistently and persistently utilized.