General surgery is a collegial profession. As a general surgeon, you’re operating on someone else’s patient. Your colleagues — physicians at the hospital, referring doctors — are therefore vital to your practice’s success, and your reputation is… well, everything. Yet, referrals are increasingly challenged by the changing healthcare reality, with consolidations, buy-ups, forced changes in referral patterns, retiring referrers, etc.
Whether solo or group, a general surgery practice must protect and enhance its reputation and concentrate on establishing new and stronger referral relationships. Our experienced surgery practice marketing experts know that this means having a coherent and compelling message that will convince doctors to refer you patients.
But how do you do this? When and where? Can advertising help? Are public relations effective? How do you best design and implement a physician-liaison program to maximize your professional referrals?
We understand general surgery and the specialized circumstances, challenges and needs inherent in marketing surgery practices. We understand what is happening to surgery reimbursements, referral patterns, practice independence.
One of the ways we help surgeons is in the development of niche programs to further differentiate themselves and capture more desirable cases, including varicose vein ablations and bariatric surgery.
Of course, what is best for your general surgery practice is not the same as what is best for another surgeon. Each practice has a unique set of circumstances, objectives, strengths, etc. that affect the strategies our experienced consultants will recommend. So we take a scientific approach to maximize the effectiveness of your marketing… and the success of your practice.
Using an evidence-based approach, we start by knowing what works. We conduct a thorough evaluation of all aspects of the general surgery practice or group and analyze its various challenges, opportunities, threats and strengths. After that, we craft a detailed strategic medical marketing plan based on our experience not only with surgeons but with the various medical specialties on which they depend for referrals.
Healthcare Success’ team also helps you implement this marketing plan and maximize its success with training programs, marketing production professionals, ongoing consultation and more. Most importantly, we help general surgery practices track the results of their marketing efforts, the critical step that helps us know what is and isn’t working so that we can make changes to achieve your goals.
In addition to providing a customized strategic marketing plan, we offer a comprehensive array of medical SEO marketing, healthcare content strategy and advertising services designed to achieve each general surgery practice’s unique goals. Here are just some of the many services we provide for surgical practices of all shapes and sizes:
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