The following is a collection of marketing and promotional actions that have been found, over the years, to have been successful in medical practices. It is a mix of traditional marketing, online marketing and social media marketing.
As you go through the list, you may notice actions you have already implemented. You may also come across activities which you have no interest in.
Realize that no one practice is the same and thus not each of these points will work for you, but I thought it might be helpful and thought you could use this list to develop personalized programs for you for your practice.
1. Providing the highest quality dental care and service to your patients. This creates great word of mouth.
2. Getting your staff further training for their jobs as well as a general staff member. A highly trained and professional staff can make all the difference in the world. As part of this there should be job descriptions for each job and good general policy for the staff to following.
3. Encouraging referrals – when a new patient calls in, find out who referred them. This of course is done by the receptionist over the phone. Make a point to acknowledge the person whom referred the new patient. For example, if Sally Smith referred the patient, the receptionist would say something such as “My, Sally Smith’s such a nice lady, isn’t she? It was so kind of her to recommend our services to you!” This if the first time the new patient hears about referrals.
The new patient then comes into the office and fills out a New Patient form on which it has a question, “Who may we thank for referring you?” This is the second time the new patient’s attention has been directed to the idea of “referrals”.
Finally, the Doctor introduces himself to the new patient, looks at the forms, and notes who the patient has been referred by and says, “I see Sally Smith referred you. We all really enjoy her.” This is the third time the patient has thought about referrals. This impresses upon the new patient the fact that referring new people to the practice is very much encouraged and is appreciated.
4. Meeting with professionals and businesses in a related field to yours and providing promotion and information about your practice to create potential referral sources for new clients.
5. A modern web-site that is inviting, provides information and turns curious patients into future patients.
6. A Facebook page created to promote your practice.
7. A Linkedin page to promote your practice.
8. Writing a blog that promotes you practice by providing useful information to your prospective patients.
9. Website has been optimized so that when any prospective patient is searching the web your practices website is on the first page and stands out as the place to get what ever service the patients needs.
10. Using Google Maps, Yelp and Angie’s list to help prospective patients find out. This also helps you stand out on the web.
11. Other forms of social media to promote your practice.
12. Send a “thank you” letter to all clients/patients who have referred new people to the practice.
13. Send flowers to all patients/clients who refer.
14. Send gift certificates for dinner to people who have referred more than 5 new clients/patients.
15. In conversation with every person you meet, let them know the 3 W’s. Those are WHO you are, WHAT you do, and WHERE you are located. When indicating where your practice is located, mention landmarks that are easily visible. Sometimes an address is not really enough. Always offer a business card.
16. On the back of your business cards, print some sort of “offer”, such as “free exam, x-ray and consultation, stating the usual cost for such a service. Include an “expiration date” for the offer extended. If when you give a card to someone who has a doctor already, suggest that they pass the card onto someone else who might be in need of your services.
17. Arrange speaking engagements. Acquire a list of all clubs and groups in your area from your local Chamber of Commerce. Contact these organizations and offer to give a short lecture on some topic of interest. At the end of your talk, pass out business cards and practice brochures.
18. Become active in sponsoring things such as a baseball team. This gets you out into the community and creates goodwill. Send letters to the parents and children involved letting them know who you are and that you appreciate donation your time to the activity.
19. Arrange to give presentations at schools. Prepare handout packets to give the children after the presentation. Include things such as stickers, balloons, toothbrushes, anything that my have your logo on it, a letter to the parents introducing yourself, business cards, brochure, complimentary offer.
20. Create attractive displays in your reception area which communicates more information to your patients/clients on the services you offer. Remember that generally speaking people are coming to you initially because of some problem. They may not know what else you can do for them.
21. Send a practice brochure or some sort of information letter with all statements.
22. When you go to a restaurant, and you leave a tip, leave on your business cards along with a generous tip.
23. Send Birthday cards and Christmas cards.
24. Send a “Welcome to the Practice” letter to all new patients/clients.
25. Always greet patients and clients by name. If you run into a client or patient when you are out in the community, and cannot remember their name, greet them warmly just the same. Always make people feel important.
26. Send out a regular newsletter; monthly or quarterly.
27. Promote broadly with Direct mail.
28. Make up coupon books with discount coupons for your client/patients to use or give to friends.
29. Run regular newspaper ads. Keep the ad simple and readable in approximately three seconds.
30. Be enthusiastic about what you are doing at all times. If you’re enthusiastic, you’ll attract enthusiastic clientele. Discuss this regularly with your staff.
31. Create “clubs” for your patients and clients such as a “No Cavity” club for a dental practice or a “Weight Loss” club for veterinary clients with pets on diets.
32. Give gifts to youngsters (pumpkins at Halloween, stockings at Christmas.)
33. Give toys to child patients. For veterinary practices, give a low cal pet snack to the per after each visit.
34. Send notes to good patients and clients who are adhering to your treatment plans.
35. Hold patient or client appreciation events.
36. Serve coffee and tea to patients/clients in your reception area.
37. Place brochures for special services in businesses that cater to clients who may be interested in your services. For example, for the dental practice, place brochures on cosmetic dentistry tanning and beauty salons. For the veterinary practice, place brochures in Grooming Parlors. For the podiatry practice, place brochures in shoe stores.
38. Give lectures to high school students for career days. Hand out promotional packets as with the earlier mentioned school presentations.
39. Show educational films in your practice on interesting and informative topics.
40. Send flowers or some other gift after a patient or client has completed a large case.
41. Place a sign in your reception area stating that you do accept new patients.
42. Establish new office hours (offering extended hours).
43. Redecorate the office to create a more contemporary look.
44. Add new, unusual attractions to your reception area.
45. Create marketing incentives for your staff.
46. Hire a marketing coordinator.
47. Design new practice stationary.
48. Design new office signs.
49. Create a practice brochure.
50. Send feature articles to newspaper editors.
51. Hold open houses.
52. Give office tours.
53. Put on an educational fair for the community.
54. Create displays for public places.
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