MDNews - Greater Boston

written — and then executing it," says Lois K. Geller, President of Lois Geller Marketing Group in Hollywood, Calif. "The strategy should be realistic and based on sensible expectations. Strategy is always a function of objective. There should be only one main objective, and it should be quantified specifically, [for example], 'I want to gain 50 new patients in three months.'" According to Geller, physicians who attract a desirable patient base typically understand a new patient's worth as it relates to their marketing budgets. "Most practices may have several target audiences, and you should think about each of them carefully," Geller says. "Understanding the community's health composition is important, but knowing how much each new patient acquisition is worth and what it cost to reach him or her through your marketing campaign can help prevent wasting money and time on marketing tools that don't work." Joining Forces Involvement in local community events, such as health fairs, blood drives, seminars, free health screenings and fitness events, can draw large crowds, offering physicians invaluable exposure as well as increased market awareness. According to Geller, the key to success is in sponsoring events that best align with a physician practice's care approach. Partnering with grassroots organizations, such as religious and civic organizations, or donating promotional materials that include your practice's information, logo and website URL can be effective ways to reach hundreds of potential patients and cultivate lasting referral sources. Geller also encourages physicians to explore other, more inexpensive PR opportunities, such as volunteering to speak at regional events, writing a newspaper column or blog, and establishing relationships with local TV, radio and other media outlets as the local 'go-to' expert for medical news and advice. She cautions, "It's free exposure, but it can be time-consuming as well." you've Got mail Physician/patient communication via email is fast becoming the marketing tool of choice among medical practices targeting a younger, more mobile demographic because it allows physicians to place their marketing message directly in a patient's inbox. Email campaign software such as Constant Contact and MailChimp can distribute personalized e-newsletters, surveys, new-patient forms, seasonal health reminders, healthy lifestyle tips, preventive care information, coupons, and links to content on Facebook and Twitter, offering patients greater convenience to timely, personalized health information. While many physicians capture a patient's email address during their first visit, it is important for staff to verbally confirm a patient's email address and obtain permission to use it to send medical and practice information electronically. Giving patients a 'heads up' about future emails can help ensure your message does not go unopened or worse — marked as spam. In addition, Geller suggests physicians hand out or mail referral cards to existing patients. "Utilizing your current patients for referrals can be a very powerful marketing tool," she says. Surgeons found that 50 percent of plastic surgeons polled cited using Facebook, Twitter and other social media tools to help market their practices and educate patients. While maintaining a strong social networking presence through customized materials and customer feedback can expand a physician's network of patients with virtually little to no cost, maintaining the privacy rights of patients, as well as the highest standards of medical professionalism, requires attention and constant monitoring by both the physician and his or her staff. In the end, Geller believes the relationship between a physician and patients, whether new or established, requires a tried-and-true approach for doing business. "Developing good, solid relationships always matters when you're building your practice," she says. "Just like any business, long-term relationships mean you're not always prospecting for new patients. So, build them over time." ■ Going Social According to a survey conducted by QuantiaMD, an online physician learning collaborative, nearly 90 percent of physicians have used a social media site. As social media use on sites such as Facebook, YouTube and LinkedIn increases, uploaded photos, comments, and videos of patient testimonials, procedures and physician profiles have become effective educational and promotional tools for many practices. A recent study published by the American Society of Plastic mdnewS.com ■ MD News Greater Boston | 11

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