For doctors who want to grow their patient base, I truly believe having a personal marketing platform will yield the greatest success, both short-term and long-term.
This marketing platform should be established outside of what the practice or healthcare system may provide.
Why?
Here are three reasons why you should consider bringing on outside marketing help personally:
Your Healthcare System or Practice Is Not Focused On You
From a marketing perspective, it’s not feasible or fair for a practice or healthcare system to focus on promoting a single doctor.
However, there’s no reason why you shouldn’t promote yourself.
Why be at the mercy of marketing that isn’t focused on serving you?
You Need an Unbiased Outside Perspective
If your experiences are like mine, the best advice you receive is from someone who “doesn’t have a dog in the hunt.”
In working with many practices and doctors over the years, it seems like one of two mistakes are commonly made:
- The marketing people are stuck in their ways and don’t really seek or care about outside input, especially from a physician (though they may pay lip service).
- The marketing people are somewhat intimidated by the physicians and become reactionary, which never leads to long-term success.
When you work with a marketing expert from outside, they can better assess the situation, local market, and develop a strategy for long-term success customized to you and for your benefit.
The Right Marketing Strategies Will Get You Where You Want to Go
Marketing tactics and strategies continue to evolve. What worked in the past doesn’t work today (yellow pages anyone?).
Having someone on the outside who understands physician marketing, what’s working now, and is incentivized to stay on top of changes can bring you greater success than someone who gets bogged down in the day-to-day demands of the practice/healthcare system.
As a doctor, you have to ask yourself, “What do I want my life to look like in the next 3-5 years?”
Your marketing strategy should be built around that vision.