The 'No Excuses' Call Tracking System to Maximize Your Advertising ROI

In dental marketing, we’re passionate about knowing the source of new patients. It’s the clarity needed to drive a successful program and keep a bundle of marketing dollars from being wasted. These tracking principles also apply to many other healthcare professions. What troubled us recently in the results we reported from the State of Dental […]

How to Get Your Patients to Refer in Droves

Here are two remarkably easy-and highly effective-ways to encourage patients to refer family, friends and colleagues to your practice. The cost is almost nothing, so your Return On Investment (ROI) is through the roof. This is the closest thing you'll find to guarantee success in internal marketing, and with a little practice and persistence, it's […]

Is Your Professional Photo as Good as Your Professional Reputation?

8 Extremely Helpful Guidelines for an Ideal Executive Portrait Healthcare is a people business...where trust and confidence begins with the first impressions. Here's how to create an effective professional photo that helps build and extend your first-class reputation.. OK—we'll be the first to admit that not everyone is incredibly photogenic. But a professional's professional photo […]

What is Marketing?

Marketing is defined from various sources as a process, as a set of strategies and activities, as a series of communications, and more. There are many good and accurate definitions of marketing. Here are a few.

Your Patients are Looking for You on the Web. Are You There Yet?

By Michelle Boyles, Managing Editor (This article was adapted from Optometric Management, though the Internet marketing principles apply to all healthcare practitioners.) A recent Harris Interactive poll shows that 80% of consumers today research health information online. But with the wealth of information out there, how do you drive patients to your Web site? And […]

Doctor Marketing Secrets When the Economic News is Soft

What your most successful competitors don't want you to know Various sectors of the American economic picture have been described lately as "soft," "bumpy," or according to Pundit Mr. C. Little, "the sky is falling!" The truth is that everyone's situation is different, and we can't guide you about broad economic affairs in the nation. […]

Are You Too Busy To Be Successful?

There is a cure if you follow a strict treatment plan for feeling better. A doctor called not long ago and told us he desperately needed our help. That's not unusual, but he said he couldn't even wait to go to one of our monthly strategic marketing planning meetings; he wanted us to work with […]

Medical Yellow Pages: Playing to Win and Here Are Some Rules

While 98 Percent of Doctors and Dentists Hate the Yellow Pages, the Other 2 Percent Quietly Laugh All the Way to the Bank. It's a Zero-sum Game, and Some Rules. It's like the line attributed to Mark Twain: "The reports of my death have been greatly exaggerated." Nearly 100 years later, the same is true […]

9 Essentials of Improving Patient Retention

For your internal marketing audience, it's all about caring. The established patient base for any healthcare organization, practice or group is never permanent...and may not be as firmly established as you might think. The process of improving retention is grounded in the internal communications skills of doctor, staff and everyone who works there. Surprisingly, the […]

How to Build Your Brand through Staff, Office and Location

The patient experience begins from the inside of the practice outward By Lonnie Hirsch and Stewart Gandolf, MBA Editor's Note - The following Healthcare Success article by Lonnie Hirsch and Stewart Gandolf was originally published by Dental Economics magazine. The principles of branding and marketing management are appropriate to healthcare organizations, group medical practices, hospitals […]

Methods of Marketing

While many methods of marketing may be available, the two most commonly utilized techniques are brand-based marketing and direct response marketing. > Brand-based Marketing > Direct Response Marketing There is also a third, increasingly common method that is a hybrid of the other two.

How to Navigate the Politics in Healthcare Group Marketing

Your achievement checklist to getting ahead and staying ahead. Successful marketing for large groups or organizations includes navigating and balancing many voices and varied interests. Be aware of the possible problem areas, and have an objective third-party bring the group together for marketing success. There's nothing simple about marketing—even if you've only got yourself to […]

two sketch pads with drawn out marketing plan

What Is A Healthcare Marketing Plan?

Here's How We Develop Hospital Marketing Plans, Medical Marketing Plans and Dental Marketing Plans For Our Clients

The Marketing Year Has Already Begun. Do You Know Where Your Plan Is Today?

How to protect your turf and keep from losing ground to the competition. We'll get right to the point.. If you're not geared up with a new or refreshed marketing plan in the starting blocks NOW for the first week in January, you've just given your competition a giant head start. And that's a fast-blast […]

How to Assure Success When the Phone Rings

It's frightening. We've seen 6-figure marketing programs go down the tube six seconds after the phone rang. In each case, the carefully crafted advertising produced dozens of prospective patient calls to the practice, but none – repeat none – of these callers became patients. Why? Because they never got past the first phone call, much […]

Putting Pencil to Paper for a Realistic Healthcare Organization Marketing Budget

No budget? Unrealistic budget? How to begin when the page is blank. Two different practitioners called us recently. Let's just describe them as smart and experienced doctors in different professions, in different parts of the country and on different ends of the promotional spectrum. They both were experiencing an "ah-hah moment" of personal insight and […]

Outcome Photos: Why Some Pictures Can Ruin your Message

Skilled practitioners want everyone to appreciate the work they do, and before-and-after photos can work wonders. But, remember that patients are interested in personal benefits, not clinical process. For external marketing materials, use images that illustrate positive outcomes and benefits and save the clinical pictures for colleagues. We are often asked about using "before-and-after" photos […]

woman screaming and covered in post it notes

Product Promo Gone Wild: 5 Lessons Learned from One Bad Experience

You can't sell enough $100 products in a year to replace one patient lost in a day Here's a brief, but absolutely real-life, patient-experience story. The venue is the office of a general dentist, but the "how-not-to-do-something" message applies to many other provider settings. Picture yourself as the patient and you'll have no trouble reading […]

How to Market Your New Location to Ensure it Becomes Wildly Successful

Editors note: This article is the second of a two-part series. If you haven't chosen your new practice location yet, we recommend you also read, Medical Office Space: How to Choose a Great Location. Congratulations! You have signed the contract for your new office space, and your staff is on top of all the administrative […]

Seven Mistakes Dental Practices Make When Creating a Website

The Internet has become the tool of choice for prospective patients in making dental and other health–care decisions. But there are a ton of practices that don't have a first–class online marketing tool, and that's a missed opportunity and lost revenue. If it's time to take a critical look at your tired, gen–one version, here's […]

State of Dental Marketing

Dentists want to grow their practices, but most are operating without a marketing roadmap. "This is an increasingly tough business." This comment from an experienced solo dentist (age 55 to 64) practicing in the Midwest was clear and direct. And many, perhaps most, dentists who participated in the first-ever State of Dental Marketing Survey seem […]

How to Define Your Target Audience – A Critical Health Care Marketing Success Factor

Medical marketing efforts that attempt to reach anyone, anywhere-are doomed to produce only a squandered budget. Carefully and precisely identifying the target audience is a critical success factor in brand strategy development. You know whom you want to reach, where they are located, what makes them tick...and how to speak directly to them.

The 3 Cs for Winning Professional-to-Professional Referrals

The three big ideas behind every successful Professional Referral Program. Referrals are all about relationships. And professional relationships—the source of professional referrals—don't blossom spontaneously. There's a well-considered system that fuels a successful Professional Referral Program, based on these three concepts. Healthcare referrals are the financial lifeblood of many hospitals and practices. And for others, referrals […]

Phone Skills Can Make or Break Your Healthcare Business

"If you can get our phones to ring more often, we'll be happy campers!" It would be very hard to estimate how many times we've heard that request in our combined 30 years of healthcare marketing experience. Hundreds of times would be a conservative guess. "Get people to call us and we can take it […]

Medical Office Space: How to Choose a Great Location (First in a Series)

Editor's note: This article is the first of a two-part series and covers how to CHOOSE a new practice location from a marketing point of view. At the conclusion of this article, we'll provide you a link to the second article, which covers how to PROMOTE your new location. "Location, location, location..." This wise old […]

Just Say No to Spaghetti Marketing (Follow a Marketing Plan Instead)

Can you guess what spaghetti marketing is? (A lot of healthcare businesses do it.) Simply spend a lot of marketing dollars randomly, throw a bunch of "spaghetti" against the wall, and see if anything sticks. As you might suspect, we are not big fans of spaghetti marketing. You could throw a lot of spaghetti -- […]

The Healthcare Marketing Exchange

Real-world insights and ideas A marketing plan is not a list of marketing ideas from which you randomly select different concepts to test or combine for trial-and-error experimentation. That is just random, episodic, spaghetti-on-the-wall marketing activity - which is almost always a high-risk prescription for disappointment, frustration and failure. A marketing plan is a strategic […]

It's your reputation, your time, your money...

Shouldn't you trust your practice marketing to two of America's top physician marketing and dental marketing experts Done properly, ethical marketing can grow your profits, attract patients who appreciate and can afford quality care, deliver the high-paying fulfilling cases you want and even enable you to have a life again. However, the stakes are far higher than […]

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