Dammit, Jim, you're a doctor " and an adman

Medical practice administrators and principals are realizing that today's marketplace is radically changed from even four years ago. You're already painfully aware of the issues cancelled insurance, heightened treatment scrutiny, job loss, competition for referrals ... now is the time to incorporate marketing essentials to compete in this shrunken medical marketplace.

We've counseled our medical clients to focus on the following 10 mile markers for building a straightforward marketing platform they can readily incorporate into day-to-day operations.

Tend to your Web site

Your Web site needs regular tending. Updating your site habitually tells search engines that your site is active and helps elevate your search rankings while keeping your site in front of referring colleagues and potential patients.

Set a realistic marketing budget

There are a few models for determining your budget. One allots 2-5 percent of gross collections (not charges!) to your annual budget. Obviously, practices with more competition such as plastic surgeons, will budget more. Another goal-oriented model involves a return on investment ratio that's based upon the amount of growth you seek for the upcoming year per dollar spent. (This method requires some individual thought and the advice of a marketing professional.)

Online advertising

Roughly 90 percent of those seeking medical services and information turn to the Internet. Which means your practice should be advertising online. There are many regional online advertising options, such as G Ad Words, Yahoo! behavioral targeting and local news sites, to incorporate into your media mix.

Define the brand of your practice

Putting serious effort into creating a brand and building awareness will separate you from the competition. Once you've answered the following, you'll have made measurable progress articulating your practice's competitive distinctions:

* What does your practice stand for?

* Why is it important to your patients?

* What does it mean to the professional community at large (fellow physicians, medical institutions)?

* What do you do better than anyone else?

Communicate these brand attributes via your Web site, advertising and marketing materials and other channels.

From patients to customer-patients

The most successful medical offices we've worked with have transitioned from treating patients to caring for customer-patients. The language shift is subtle but is a practice-changing revolution. When the entire office is attuned to treating every person as a valued customer, that customer-patient returns. And they'll refer other customer-patients to your office, too.

Partner up and share the marketing costs

Practices with a common patient or in a shared location can benefit from joint marketing. For example, a pediatric group, a children's dentistry practice and a youth-centric orthodontia office can partner to cross promote their practices. Similarly, groups within a specific geography can co-market their practices, while promoting a one-stop location convenience.

Include traditional media

Traditional media (radio, TV, newspapers, magazines) has had to rethink its business models with online advertising's growing prominence. That benefits you. Rates for airtime and page space are more reasonable and rates are always negotiable. More importantly, a medical practice can precisely target its advertising to a specific audience. Keep traditional media in the media mix. And remember: All rates are negotiable.

Rule of 3

You must be seen three times, in three different media. Humans must see advertising at least three times before their brains register and process the messages. And an ad should be seen or heard across three different media: radio, online and magazine, for example, for most impact.

The thing about creative advertising

Medical practices operate in a competitive landscape. As well, your average customer-patient is bombarded with marketing. So you gotta stand out. This is where creative advertising is critical. A creative ad is one that distinguishes your practice from the clutter while accomplishing a specific goal, i.e. directing a reader to your Web site, announcing special one-time offers, increasing physician referrals, and so on. The rule: If your ad looks like your colleague's, your patient can't distinguish between the two of you either.

Marketing is not a pastime

Occasional marketing won't do much for your practice. Consistency and commitment are what return results. Develop a marketing plan. Commit to a budget. Keep on top of your Web site. And always tell your audiences what makes your practice special.

Greg Fine is a principal at Ding Communications, a Reno advertising and marketing firm that specializes in regional healthcare and financial marketing. Contact him at greg@dingthinking.com.