Marketing for Dermatologists is all about advertising to attract new patients…because that’s how you grow, right?
Wrong. Attracting new patients is just one part of the formula. But your ultimate goal should be booking more consults, and not just finding new patients. So what’s the difference?
Successful Marketing for Dermatologists : There are only three ways to increase business
Business marketing guru Jay Abraham is noted for pointing out that there are only 3 real ways to grow any business…or practice
- Get more customers (patients)
- Increase the transaction size (charge more), and
- Help each customer more frequently (repeat business)
Unfortunately, most businesses focus on the first strategy, which is also the most expensive.
Get more patients
Every practice would like to attract new patients, but solely focusing on this approach is problematic. Advertising (which includes social media and pay per click) could be the most expensive way to book a consult, and, as such, isn’t a viable alternative as the only way to fill your waiting room.
Charging More: probably isn’t an option
“Repeat” patients
The proven approach to practice success is building a long term relationships, and helping the people you serve again and again making them repeat patients. In marketing terms this builds the “lifetime value” of each patient, and, in the long run, your profitability.
3 Strategies for building lifetime value
- Create a better patient experience: a well trained office team that knows how to treat your patients at every stage of their lifecycle, from first contact to long term patient, will enhance your image. From booking to follow-up, little improvements can make a different for your patient, and for your practice.
- Establish guidelines for telephone conversations for new and established patients, and their unique needs. Review conversations making suggestions about how to improve. A little coaching goes a long way
- Help your patients in more ways: most of your patients do not understand the extent of your specialty, and the different conditions that you can help with. There are tools that can help you to educate them about the wide range of your services such as:
- Writing articles
- Blogging
- Sending email newsletters
- Marketing Messages on hold
Each of these marketing tools have different strengths and weaknesses, and can be used to accomplish different goals. The success of your practice depends on it.
The success of your practice.
Your practice’s success depends on helping your patients. Offering the best treatment in the best setting is only the first step. The best model for accomplishing your long term goals also focuses on continuing to improve the patient experience and the number of ways you help them.
