This document discusses strategies for patient acquisition marketing for medical practices. It recommends treating practices like businesses and patients like consumers. It emphasizes the importance of understanding patient demographics and behaviors, and knowing patients' profiles before they interact with the practice. It also stresses implementing annual marketing budgets and using marketing methodology to create brands and consistency.

1. Patient Acquisition Marketing | 2014
Property of GMMarketing 2014 | Private and Confidential

2. Modern Practice Management Marketing
Improve
Pa+ent
Sa+sfac+on
Treat
prac)ces
like
businesses
and
pa)ents
like
consumers
Create
and
understand
pa+ent
demographics
and
behaviors
Know
your
pa)ents
profiles
before
“moment
of
ouch”
and
how
and
where
to
engage
them
–
brand
awareness
Marke+ng
is
included
as
part
of
prac+ce
management
Annual
budget
planning,
budget
management,
and
full
)me
marke)ng
resources
and
personnel
Clearly
define
and
educate
on
the
difference
between
adver+sing
and
marke+ng
U)lize
marke)ng
methodology
to
first
create
a
brand
and
consistency,
remove
adver)sing
as
a
synonym
for
marke)ng
–
a
print
ad
is
not
marke)ng

3. Zero Moment of “Ouch” – Patient Journey
On-­‐Air
Promo)ons
TV
Radio
Print
Out-­‐Of-­‐Home
Contes)ng
AWARENESS
CONSIDERATION
e-­‐Commerce
M.Site
PURCHASE
SERVICE
LOYALTY
Display
Ads
Customized
APP
Community
Signage
Blog
Social
Conversa+on
Social
Content
Web
Site
M.Site
Prac)ce
Loca)on
Care
Pa)ent
Service
Pa)ent
Services
Cash
Pay
Services
Search
SEO
|
PPC
+90%
of
all
pa+ents
Timeline
Marke)ng
Pa)ent
Surverys
Mobile
search
Ouch
Happens…
Now
What?

4. Brand?
Iden+fy
the
obvious
What
do
you
do?
What
are
the
services
that
drive
90%+
of
your
revenue
Be
a
pa+ent
at
your
own
prac+ce
Go
through
the
same
journey
as
a
pa)ent
would,
what's
broken,
what's
not
being
communicated
Create
and
enforce
guidelines
Create
a
set
of
clearly
defined
rules
for
the
brand
based
on
the
architecture,
and
enforce
them
by
having
marke)ng
approve
and
management
all
image
and
content
decisions

5. Journey
Build
a
process
that
allows
the
brand
to
have
ac+on
Apply
the
brand
rules
to
the
living
breathing
parts
of
the
prac)ce
and
give
them
responsibility
Iden+fy
touch
points
with
pa+ents
Understand
the
essen)al
points
in
which
a
pa)ent
will
be
interac)ng
with
the
brand
and
monitor
Constantly
train
and
enforce
U)lize
data
and
feedback
to
con)nually
improve
pa)ent
journey
to
ensure
posi)ve
outcome

6. Improving Digital Mechanics – A Must
Don’t
ignore
consumer
behavior
80%-­‐90%
of
pa+ents
will
u+lize
web
content
to
make
a
physician
or
facility
decision
Search
is
a
managed
service
not
a
product,
and
it
CAN
NOT
be
cheap
Search
is
Search
Engine
Marke)ng
(SEO)
–
the
ability
to
manage
over
140
and
constantly
changing
search
algorithm
rules
that
hold
relevance
to
your
search
engine
rank
–
The
best
place
to
hide
a
dead
body
is
on
page
2
of
search
results
Sound
site
design
and
page
labeling
Meta
tags,
page
labels,
page
tags,
naviga)on,
and
content
Social
reviews
buRoned
up
Make
sure
SEO,
Healthgrades,
Vitals,
Facebook,
G+
are
up
to
date,
and
content
is
being
changed
on
regular
basis
-­‐
daily

7. Marketing Spending – Budget Management
Total
4%
-­‐
10%
of
Annual
Collec+on
Revenue
20%
15%
65%
Adver+sing
20%-­‐25%
20%
goes
to
tradi)onal
channels
Print
–
TV
–
Digital
Community
Investment
15%-­‐20%
High
School
Sports,
Non-­‐profits,
Educa)on
Marke+ng
Infrastructure
–
Search
65%
-­‐
70%
•
SEO
•
Site
design
•
Social
Content
Development
|
PR
•
Brand
Development
•
Crea)ve
Development

8. Looking forward
Reviews
will
be
going
from
public
service
to
reimbursement
factor
Government
will
be
analyzing
public
review
records
to
decide
reimbursement
rate
Stay
in
control
–
get
your
own
self
referrals
Afract
and
retain
your
own
pa)ents
don’t
rely
on
referral
channels
as
only
source
It
is
the
future
–
con+nued
investment
in
technology
is
a
must
Factor
investment
in
technology
as
a
fixed
marke)ng
expense
moving
forward
Be
in
business,
not
in
prac+ce
Know
every
employee,
and
know
every
pa)ent
(customer)
Mobile
is
a
must
Mobile
first
strategy
is
a
must