With a particularly brutal east coast winter coming to a close, we can’t help but cling to any sign of spring. 60-degree days, daffodils – even allergies are welcome if it means that we can finally put away the snow shovels. As you stow away your winter sweaters in favor of short sleeves, take some time to tackle those business chores you’ve been avoiding for the past few months. That’s right – it’s time for the ultimate marketing spring-cleaning.
Assess your branding
Take a look at your branding and message. Is it consistent across the board? All of your marketing materials should have a similar look and feel that reflects your brand. Anything out of date should be made current.
- If it’s been a while since your branding has been refreshed, consider an update. A sleek, eye-catching design will get you noticed over materials that haven’t changed in 30 years.
- Printed items such as brochures, business cards, advertisements, and flyers should be looked over with a fresh eye. Your print pieces should stand out while reflecting the tone of your practice.
- Your website, mobile site and email marketing should reflect your practice. A modern practice with state of the art services deserves an equally state of the art web presence. For more advice on giving your website a facelift, check out my blog from last week.
- Social media channels such as Facebook, Twitter, Google+, LinkedIn and YouTube must reflect your practice in the same way that your own website does. Update artwork, contact information and practice details to keep your message consistent.
De-clutter your content
If your website content hasn’t been updated recently – especially if it’s never been updated since it was first launched – now is the time to give it a read.
- Remove anything that is no longer accurate. You don’t want visitors coming to your website and finding services that are no longer offered or doctors that have left the practice. Removing this misinformation will clear the way for more relevant information.
- Update the remaining content so that it gives your visitors a fresh look at your practice. Take note of anything that you currently offer that may be missing, and be sure to add that information as part of your revisions. Are your physicians speaking at a seminar? Were they recently published in a medical journal? Perhaps they were just board certified in a new specialty. That is all content that will be of interest to current and prospective patients and should be added as part of your overhaul.
Meet with your external marketing team
If you’ve put off meeting with your marketers now is the time to stop procrastinating. There have been a number of changes in marketing trends over the past several months, and your marketing team can offer expert advice and tackle the chores that you’re most dreading.
- You may already be aware of the day-to-day changes in your practice due to the implementation of the Affordable Care Act (ObamaCare), but have you considered the importance of adjusting your marketing? Patients are more aware of their healthcare choices and the competition can be stiff. Your marketing team can help you make the most of the current healthcare climate.
- Your marketing team can help you plan ahead. You may be making business decisions regarding expanding into new locations or adding physicians to the practice. Let them help you devise a campaign to advertise your growth and attract the attention needed to support your efforts.
- The marketing team can assess your current programs, identify what isn’t working and change it. Your marketing efforts need to be tweaked periodically to ensure that they are in keeping with current trends and taking advantage of rapidly changing technology.
Reach out to your patients
When was the last time you contacted your patients? Making meaningful contact is important and lets your patients know what is going on with the practice.
- Email blasts advising your patients of new services, special offers or extended office hours are a great way to reconnect. Just be mindful of how frequently you reach out so that you may avoid a high number of people unsubscribing from your emails.
- Post cards that advertise seminars or new services provide another way to reach prospective patients and make them aware of your brand.
- Not every point of contact needs to be an obvious sales pitch. Printed thank you notes are a nice touch and allow you to reach your patients and let them know that you value their business.
If you’re looking to breathe some fresh air into your medical marketing, contact us!