Medical practices—especially specialty practices that need to be assertive in their marketing efforts—generally have three resource options for marketing talent. Depending on the complexity and goals of the marketing effort, the size of the practice and budget, and other considerations, a medical practice will need to draw upon all three options:
Healthcare Advertising Agency – A full-service agency is an experienced outside resource that is able to provide comprehensive, full-service and ongoing creative and implementation support or provide specialized talent or skills for short-term needs.
Practice Representative or Liaison – This is a full-time staff position responsible for relationship with referring physicians and practices, and maintaining and growing the professional referral stream. An experienced practice rep and referral system are essential requirements for referral-dependent practices.
Staff “Marketing Person” – Titles vary, but this is an internal position with full-time (or near-full-time) responsibility for oversight and execution of the marketing plan. Typically this is a marketing generalist who is able to facilitate and manage the many moving parts of marketing, advertising, branding and public relations.
HIRING A STAFF MARKETING PERSON: The success or failure of hiring an in-house marketing person depends largely on how you define the job and the expectations that apply to that position.
The secret to retaining good marketing talent is to be guided by—and hire for—a well-defined position description that describes duties, responsibilities, deliverables and expectations. The “anything and everything” and shifting expectations part quickly undermines relationships.
Conversely, employee and employer satisfaction grow quickly from achieving mutually agreed goals and quantifiable results. Let us know if we can help with hiring really good healthcare marketing talent.
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