Are You Making the Most of Your External Marketing Team?

So you’ve made the decision to hire an external marketing team to support your healthcare practice’s in-house marketing efforts. Now it’s time to make the most of the relationship and take advantage of their expertise. After all, that’s why you’ve hired them in the first place, right?

A good marketing team will be able to anticipate your needs, offer advice on how to grow your business, and set your practice up to attract and retain new patients.

At Points Group, we provide external marketing services to medical practices with a variety of goals and needs. We’ve noticed that our most successful partnerships are the result of a close working relationship with the staff and physicians. Here are some tips that we’ve found to be helpful for practices looking to make the most of their marketing team:

Face-to-face meetings are important.

You may think that you’re saving the practice money by cutting out the cost of regular meetings with your external marketing team. That couldn’t be further from the truth. Meeting regularly will help you develop a relationship with your marketers and they’ll be better equipped to suggest and assist with decisions that will help you make the most of your marketing budget.

Invite your marketing team to attend your operations meetings. This is a chance for them to learn more about the day-to-day operations of the practice. Discussions that come up during these meetings will provide the marketers with ideas that they can expand on and run with. Something that may seem like it’s not worth mentioning may actually turn into a growth opportunity in the right hands. If you’ve got an idea brewing, don’t keep it to yourself. Share it with your marketing team and let them bring it to reality.

When it comes to your Social Media Management, keep the lines of communication open.

Your social media accounts are a way for your existing patients to get information, and for new patients to learn more about your practice. Take advantage of the nature of this platform by staying current, not just with trends, but also with details about events, physicians, locations, and services.

The best way to make sure that your social media stays fresh is to keep your marketers in the loop. It’s not just about providing them with updates and alerts; you should also have a discussion about the tone of your social media presence. Let your marketers know what topics are on or off limits and who your audience is. This information will give them the freedom to make decisions and quickly produce timely posts and tweets. You may not be on top of the latest news or trending topics, but your marketing team is, and they’re prepared contribute in the moment.

The members of your marketing team are experts at identifying opportunities for your practice.

Medical practices are bombarded with requests for sponsorships and advertisement placements. Your marketers can help you weed through it all and identify what is worthwhile and what you should skip. They can help you leverage sponsorships to build brand awareness and loyalty. Your marketing team will also make sure that whatever you decide to advertise is presented in the best possible way and will further advance your current campaign and goals.

Working with your marketing team to determine an advertising budget will also allow them to seek ad placements on your behalf. What they bring to the table will not only fit your budget, but also make the most of your advertising dollars and offer a carefully considered return on investment.

Are you thinking about expanding your practice? Involve them in the process.

Hopefully you’ve been reading Thomas Hofstetter’s series on Catch Basin Analysis. In his latest installment, he asks some important questions that need to be answered before taking the next step and actually expanding into a new location.

“You know that you want or have to expand geographically. But how do you decide where should you expand? Where should you begin to look for the next practice location? How far away should it be from your current location(s)? Which of the potential areas are most promising in terms of growth opportunity and target patient base?” – Thomas Hofstetter “Catch Basin Analysis – Increasing the Success Rate of Your Strategic Growth Initiative

Feeling a bit lost? Your marketing team can help you answer these questions, analyze and understand your catch basin, and arm you with the information needed to make a decision about where your practice should be headed.

Adding a new physician, new service or new location? What’s your campaign strategy?

These changes to your practice are opportunities to attract new business. That’s why you’ve made them, isn’t it? Your marketing team can develop a campaign to roll out these exciting additions with the attention that they deserve. A campaign typically involves many pieces coming together in a strategic way that should appear seamless to prospective patients. Press, events, and marketing materials – it can be a lot to keep track of. Now is the time to lean on your marketing experts.

These are just a few of the many areas where your external marketing team can help you grow your healthcare business. For more tips and advice, check out our blogs, visit our website and contact us.


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