The Medical Practice Marketing Link Between Word of Mouth and Your Front Door

I’m not about to short-change the power of Word-of-Mouth (WOM) advertising. It is still useful and effective in physician marketing, but in the digital age, it has become quite a different critter from its original form. Once upon a time (now past), every doctor’s mental book about how to market a medical practice professes that […]

How to Trigger Word of Mouth Advertising and Physician Practice Referrals

Lately we've been increasingly aware of the growing importance of word of mouth (WOM) advertising in physician practice marketing and medical marketing in general. WOM can be either positive (resulting in a patient referral and new business), or it can be negative (resulting in, well, nothing). Having experienced both edges of that sword, we all […]

6 Ways to Intensify Digital Word-of-Mouth

More than a few physicians have gone into practice with the expectation, wish or hope, that marketing or advertising was mostly unnecessary. They believed that they would inspire a word-of-mouth-only (WOM) practice, and patient and professional referrals would do it all. Related: 9 Essential Steps to Improve Doctor Ratings Online That concept was popular, but […]

Choosing a Hospital: The Power of Word-of-Mouth Marketing

A friend of ours is a one-person blend of Yelp-and-Angie’s-List of references, referrals and recommendations. This is a well-connected word-of-mouth resource for recommendations for life’s everyday needs. Just ask: They’ll suggest the best value in retail goods, where to find discounts on groceries, who to trust for reliable home handyman services. This a person who […]

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Physician Marketing and the Power of Word-of-Mouth

[Series Installment] There’s a line of thinking quietly at work among a few healthcare practices that says: “Simply being a good doctor will guarantee success.” A few satisfied patients will fuel “word-of- mouth,” and that’s all you need in business. There’s a lot of appeal to the idea of attracting new patients with near-no-cost marketing […]

Yes...It is Possible for Doctor Marketing to Ignite Word-of-Mouth Advertising

Almost everyone with experience in physician marketing recognizes that word-of-mouth (WOM) advertising is (a) highly desirable, but (b) not an easy thing to inspire. After all, it’s far easier and more reliable to purchase time or space in the media and create a medical practice advertisement.

Why Social Media Has Definitely Not Replaced Word-of-Mouth in Medical Practice Advertising

As we talk with doctors, physician marketing executives and others, we’ve detected a disturbing shift in thinking about Word of Mouth marketing. Many providers and healthcare communications professionals mistakenly regard “social media” as the techno-age replacement for Word of Mouth (WOM) marketing. For their medical practice marketing and doctor advertising—the misperception continues—having a website, perhaps […]

Effective Word-of-Mouth Management and Measurement

In this audio interview from SHSMD, Jennifer Coleman of Baylor Health Care System (Dallas, TX) shares some insights about word-of-mouth marketing and the use of testimonials. Word-of-mouth, spoken or written, includes any medium, from face to face to digital. Any word of mouth, good or bad, depends on the quality of service provided and the level […]

A Word About Word-of-Mouth Advertising: How to Dispel Old School Misconceptions.

We have a collection of “classic comments” in healthcare marketing. Here’s a sampler of what we hear from time to time from medical providers, office managers or facility administrators about the age-old and ever-popular Word-of-Mouth advertising (WOM). “The only marketing I need or want is word-of-mouth advertising.” Or maybe, “I’m really good at my profession, […]

Marketing 101

By Joanne Bladd June 2007 Healthcare Marketing 101 When it comes to running a practice, don't make the mistake of thinking that medicine is above money. Call it a career, call it a vocation, but call it a business, because your accountant does. The simple fact is; patients mean profits, and practices are like any […]

Vanity Phone Numbers Dramatically Increase Advertising Response Rates (Plus, Expert Best Practices)

I have been fascinated with vanity phone numbers for a long time. Early in my career, I came up with 1-800-WORKOUT and 1-800-FITNESS at J. Walter Thompson for our client Health & Tennis Corporation (later Bally Total Fitness). At that time, they owned multiple brands in dozens of markets and required $500,000 a year to […]

Articles

Enhance Your Healthcare Marketing Knowledge with Free Articles Selected from recent Healthcare Success Marketing Advisor topics Enjoy this sampling of informative and educational articles from our Healthcare Success Marketing Advisor. When you are ready, contact us for a free consultation and marketing audit to learn how well your current efforts are doing and ways to improve them. Like these articles? Get your […]

Invisalign

Learn from the experts that Invisalign trusted for their most valued dentists Get help from America’s most experienced specialty dentist marketing consultants If you brought Invisalign into to your practice, we know the best ways to help you find and attract new cases appropriate for care. In fact, Invisalign hired us to train some of […]

Oral Surgery

Providing results-driven marketing campaigns for oral surgery practices. Things are changing in oral surgery. Many practices are finding that referrals are diminishing with more dentists keeping surgical cases in-house, some even investing in guided surgery equipment. We understand that referrals continue to be a primary source for expanding your patient base. Fortunately, we also know […]

Pediatric Dentistry

What could be better than working with kids? We know that sometimes it can be difficult to find parents who appreciate the benefits of having a dentist who specializes in working with children. That’s why it is important to go “consumer direct” to get the word out about your practice. Choosing a pedodontist to treat […]

Reputation Management

Helping hospitals and multilocation healthcare brands generate, monitor, and respond to online reviews at scale. Reputation management for doctors is an integral part of your marketing mix and can significantly impact patient intake volume and retention. Having a strategy in place to thoughtfully monitor and respond to reviews is essential to avoid common pitfalls, like: […]

Four Reasons Facebook & Instagram Advertising Are Essential for Healthcare Marketing

How much of your marketing budget is allocated to paid social media advertising? Are you wondering if it’s worth investing in healthcare Facebook ads? If it’s not something you’re taking seriously in 2022, you’re missing out on a massive opportunity to attract new audiences, increase awareness, drive conversions, and improve your bottom line. With approximately […]

How Doctors and Hospitals Can Help Defeat COVID-19 Vaccine Resistance and Misinformation

Doctors and hospitals can educate patients on the safety and importance of COVID-19 vaccines. Learn how to craft your message.

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10+ Need-to-Know Facts About Being Lost or Found Online

It’s no secret that the Internet has become the new front door for healthcare providers and hospitals. And Google searches are primary pathways for that lead to health-related information, medical practices and professional care. They dictate being lost or found online. Without a strong online presence, providers and practices simply disappear from view. Three-quarters (75 percent) […]

The Most Useful Creative Secret for Hospital Marketing Content

[Series installment.] Hospital marketing professionals tend to think about content delivery as information sharing. That's good, but to be effective, the process goes deeper. The most useful creative secret in hospital marketing however, is the ability to tap emotional storytelling. Author and marketing professor Jonah Berger frames the idea this way: “People don't think in terms of information," he […]

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Preserve, Protect and Defend: Healthcare Reputation Management Tactics

Doctors aren’t the only people concerned about their online reputation. It is every brand, business and service provider with an Internet presence. But there are higher standards of quality with healthcare reputation management. Health care delivery in America is more intimate than an Amazon shopping experience. Consequently, patient experience has become a significant driver of success. Among […]

What is a Chief Evangelist and Why You Should Be One

[First in a series.] American business author, entrepreneur and keynote speaker Guy Kawasaki has a fascinating, marketing-centered biography. In 1984 he was an Apple employee responsible for marketing Macintosh computers…becoming the Chief Evangelist of Apple. (History suggests it worked.) A Chief Evangelist (or Brand Evangelist) is, among other things, an ambassador for your product, service […]

Mapping Vital Consumer Touchpoints Along the Patient Journey

The challenges of hospital marketing can appear unwieldy and complex because…well, sometimes they are unwieldy and complex. You have multiple audiences to address, professional and patient needs to consider, worthy objectives competing for scarce resources…and a million other goals, expectations and nuances. But to simplify, take a page from the retail world. A method that […]

Patient Relationships: Success Formula for Marketing to Patients

The other day, while waiting in the office of a physician, I realized that his program for internal marketing to his patients was nearly invisible…yet it was highly effective in reaching and retaining patients. Invisible isn't quite the right word. Effortless is a better description. This doctor—"my doctor," an Internist in a multi-disciplinary group—is someone […]

6 of 10 People Choose a Doctor Based on a Convenient Location

When a patient chooses a doctor or a hospital, the decision process is often driven, not by quality factors, but by simple geography. Check out these surprising and insightful numbers... Three recent surveys seem to agree; “location” is a highly significant consideration. What’s more, according to Healthgrades data, “convenient location” is more than twice as […]

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