Sleep medicine and the operation of a diagnostic sleep lab is a multifaceted business. What’s more, the competition among facilities in many areas continues to increase. But despite their acknowledged role in healthcare, some practices find it difficult to advertise effectively or establish a steady referral stream.
Sleep-related disorders have been a critical public health concern for decades. Today, around 40 million Americans suffer some form of sleep disorder. And many are unaware, undiagnosed and unconcerned about the serious health consequences that can follow.
In this respect, the educational component of your promotional message is increasing public awareness and with it, public demand is growing. Demand drives competition, and it’s more important than ever to stand head and shoulders above the crowd.
A few clinics have been around for decades, but the number of American Academy of Sleep Medicine (AASM) accredited facilities has skyrocketed only in the last few years. Once limited mainly to academic and medical research, study centers or sleep-related breathing laboratories today are operated by or in association with hospitals, ambulatory surgery centers, specialty clinics, universities or as privately owned, freestanding businesses.
Sleep disorders are a growing part of many professional practices. No longer a small subset exclusive to specialists—individual and group practices now have an advertising message for prospective patients.
The related healthcare issues have become more apparent to the medical community, with marketing messages from primary care physicians, internists, otolaryngologists, pulmonary physicians, psychiatrists, cardiologists, neurologists and other disciplines all having a promotional voice.
Marketing today is far more than communicating the value and availability of diagnostic polysomnography (PSG) or CPAP titration. Effectively telling your story has to work on many fronts and with many target audiences, conveying a positive and differentiating message, protecting the existing base, as well as growing the business profitably.
Fortunately, we know how to handle complex and competitive marketing and how to solve some of the toughest barriers you face.
The “good news” is that there are many audiences, promotional gateways and business opportunities within your reach.
Consider the wide range of prospective patients—infants, children, teenagers, single adults, parents and senior citizens are all part of the mix. Each provides a significant opportunity to make your presence known.
In addition to the most common disorders (insomnia, obstructive sleep apnea, restless leg syndrome, snoring and sleepwalking), other prospective segments include:
As our nation’s healthcare delivery system struggles to reinvent itself, the marketing approach for diagnostic sleep evaluation and related practices has shifted from straightforward to increasingly challenging.
Today, the message needs to reach out to diverse and sometimes overlapping audiences that include physicians, patients, prospective self-refer patients and others.
In our 25 years of helping healthcare practices grow, we know that sleep medicine marketing programs achieve the greatest success because they plan it that way. Their goals are clear, supporting strategies are in place and implementation tactics are well considered and carefully coordinated.
Nationwide, it’s the same story. The winners all have, and faithfully use, a comprehensive sleep center marketing and advertising plan, including medical SEO and content marketing services, which guides them on a daily basis. Reaching, convincing and attracting diverse market segments requires cost-effective and solid programs to increase revenue and profitability, through many medical marketing “gateways” into the practice.
Regardless how you’re marketing your sleep medicine practice, if you aren’t using strategic tracking systems, you just don’t know what’s working—or if it’s even working at all. Do you have a tracking system? Is it working? Is it consistent and accurate? It’s impossible to manage the plan or calculate your ROI without this part of the equation.
We understand what works and what doesn’t work. We know how to effectively communicate your value message to your patients in ways that help them appreciate and utilize all that you have to offer.
Healthcare Success can guide your sleep marketing as we have done for others around the nation, providing ethical, creative and evidence-based strategies. We’ll help you find the answers you need for success.
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