Marketing and Advertising: Healthcare, Medical and Wellness Practice Marketing for New Patients

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What is marketing?

Marketing is the business process for creating, communicating and delivering products and services that add value for customers and organizations.

A marketing consultant or marketing company offers services that include: market research, market segmentation, as well as creating a marketing strategy for pricing, promotion and distribution. A marketing management company may offer one or more of these services, based on their resources and expertise.

What is advertising?

Advertising is a form of marketing communication that uses a paid sponsored message to promote a product or service. The presentation of the message in a medium is referred to as an advertisement, advert or ad.

Traditional advertising includes newspapers, magazines, television, radio, direct mail, billboards, sponsoring events, etc. Digital advertising includes search engines, social media, websites, blog articles, text messages, etc.

What is practice marketing?

Practice marketing utilizes the concepts of marketing to promote a health and wellness practice.

Traditionally, marketing and advertising were simply seen as creative arts. However, the academic study of marketing from various fields of study, such as social sciences, psychology, sociology, mathematics, economics, anthropology, neuroscience, and even physics, allows it to be globally recognized as a scientific field of study. There are many universities now offering graduate level programs in marketing.

Practice marketing of a healthcare practice requires different expertise than marketing a retail store or consumer product. Understanding the psychology of the patient is fundamental for creating practice marketing that resonates with patients. Furthermore, understanding the healthcare services offered is essential for promoting them effectively while remaining compliant with all regulators.

Does medical marketing work?

Medical marketing or medical advertising can work, if implemented effectively. Otherwise, it may be a waste of a healthcare practice’s budget, may damage their reputation and may even result in penalties from regulators.

Digital marketing has changed every business industry, including the health and wellness industries. Traditional marketing and advertising are being replaced by powerful digital tools with robust analytics to optimize your practice performance.

As more people go online to interact with their banks and make purchases, they want to do this with their doctors, health plans, and condition and disease management as well.

Laura Clapper, MD, OneRecovery, 2012

The majority of your patients are looking to learn about their health and wellness conditions online:

80% of Internet users have searched for a health-related topic online.

Pew Research Centre, 2018

Furthermore, many are looking for communities to interact with and learn from, creating opportunities for your practice to be seen as a health expert:

42% of people have used social media to access health-related reviews, 30% have supported a health cause, 25% have posted about their health experience, and 20% have joined a health forum or community.

PWC, Health Research Institute, 2012

How can healthcare marketing grow my practice with new patients?

An effective healthcare marketing plan can grow your health and wellness practice with new patients. Even if you receive a patient referral, they will still go online to explore your website and learn about your practice.

97% of consumers go online prior to making a purchase to research products and services locally.

BIA/Kelsey, 2015

If your patients want to learn more about their health condition, they often look for information on a search engine. What they find are blog articles, electronic books (eBooks), helpful guides, and other forms of digital content.

If your patients find your blog article or eBook, which educates them on their health condition and provides helpful answers to their questions, they start to trust you as a health expert.

Healthcare practices that educate their audience take on a special status in the eyes of their students. When your medical practice produces practical and educational material in your area of expertise, the people who read it begin to trust and rely on you. When they’re ready to find a new healthcare provider, they think of you first.

The Business Clinic is a marketing and advertising company that specializes in supporting the health and wellness industry in Alberta. As a result, we understand the industry, your business model, your unique health products and services, your patients’ needs and the regulatory environment through extensive research and experience.

Our Marketing and Advertising Process

Many marketing consultants will be eager to implement tactics, often making assumptions about your practice and patients.

Instead of taking a guess, we take a scientific approach.

Before implementing a marketing plan or advertising idea, we take a step back and look at our big picture marketing strategy. We follow a three-step process:

Step 1: Research

Learn About Your Patients & Practice

Research is the process of gathering information about your practice, your patients, your competitors, and your marketplace environment, to help you make better business decisions.

When you listen to your patients on an ongoing basis, you become aware of their changing needs, goals and challenges. This intelligence gives your practice a competitive advantage in a fast-changing and over-saturated marketplace. Your medical practice becomes better informed and more proactive than your competitors.

Learn about your patients and their health needs to position your practice to better fulfill their needs and attract more patients like them.

Learn about your marketplace environment to discover what health products and services your patients truly want and need.

Learn the strengths and weaknesses of your business and marketing performance to make informed business decisions.

One of our clients was spending a lot of time and resources investing in a new treatment because a few of her long-time patients were asking for it. After we conducted a patient survey, we found out that most of her patients weren’t interested in the new treatment, only the few that asked for it. This saved her a lot of time and money from continuing to invest in this treatment.

Step 2: Strategy

Create a Marketing & Advertising Strategy for Your Practice

Conducting research helps you learn about your practice, patients and marketplace environment, which informs your marketing and advertising strategy.

This marketing strategy can be communicated internally as a report for you and your partners. You can also communicate this strategy externally to your patients through your logo and branding. Finally, your marketing and advertising strategy can be implemented online through your website.

Effective branding differentiates your practice from your competitors, increases your brand’s recognition and credibility, and improves your clients’ loyalty to your health and wellness clinic.

Your website is the online headquarters of your practice. An effective website can help you grow your practice with new patients and strengthen your relationships with your existing clients.

Learn more about your practice, your clients, and your marketplace environment to help you make better, and more informed business decisions.

Step 3: Implementation

Digital Marketing for Your Health & Wellness Practice

Now that you have an effective marketing and advertising strategy in place for your practice, you can implement this strategy using digital marketing.

Digital marketing is the marketing of products and services using digital technologies on the Internet, mobile phones, tablets, and any other digital medium.

Get your business website easily found on the first page of Google Search and Maps using Google Ads and search engine optimization (SEO).

Connect with a large network of new patients on social media and focus your marketing message to the right audience. A combination of social media marketing and advertising will help you attract new patients to your practice.

Demonstrate your expertise as a thought leader in your field and attract new patients looking to learn from your resources as a health expert. This includes blog writing, eBooks and email marketing services.

Do you have any questions?

Client Showcase: Dentistry Clinic

Highmoor Dental

Client
Highmoor Dental
highmoordentaloffice.ca

Services
+ Patient Survey
+ Practice Checkup
+ Employee Training
+ Website Design
+ Digital Marketing

Results

  • 355% increase in website visitors from Edmonton
  • Ranking in first place in Google Maps for 8 high-volume keywords, such as Dentist, Dentist Near Me, Dental Office, Downtown Dentist
  • 279% increase in appointment bookings

Why Work With Our Marketing & Advertising Company?

The Business Clinic has a unique business model that exists at the union between a business consulting practice and a digital marketing agency.

1

We understand the health and wellness industry in Alberta, your patients, your products and services, and the regulatory environment through extensive research and experience.

2

Our unique business and marketing services have been custom designed and created to support business owners in the health and wellness industry in Alberta.

3

Our research team has surveyed thousands of patients of health clinics in Alberta and we understand their needs, challenges, preferences, and buying behaviour.

4

We regularly consult with regulatory bodies, colleges, and associations on their codes of ethics to ensure that our clients always remain compliant.

5

We have professionally evaluated hundreds of health clinic websites and marketing strategies to learn what’s working well and what’s not working well, and we offer our insights to you.

6

Our mystery shoppers have secret shopped numerous health clinic employees to learn their strengths and weaknesses, and evaluate their ability to build rapport, identify needs, educate and present solutions, and finalize a sale.

7

We have conducted extensive market research in Alberta to determine what health products and services your patients truly want and need, and which are growing in demand.

Are you ready to get new patients with marketing and advertising?

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