Doctors must step out from their traditional roles and the mindset that they are physicians only. In today’s competitive world, there are so many options available and your competitors are only a click away. Physicians must assume the role of business owners and pursue the art of practice development with the ultimate goal of attracting clients. Services that were traditionally done at the doctor’s office around the corner are now being done out of state and sometimes even outside of the USA. The internet has taken doctor’s services into the global arena.
Practice development must look at the entire picture, the doctor, the office, the staff, services, prices, accomplishments, the whole nine yards. It is about who you are and what you know and how you connect this information to your prospects.
There are several tools or methods that Doctors can employ to connect with potential clients:
Communications designed to inform and communicate with existing and new clients.
Facebook, Twitter, LinkedIn, Google Plus, Instagram and Pinterest can allow doctors offices to have an audience that can share content quickly and create referrals.
Creative quality articles designed to educate, inform and entertain, can increase traffic, to your website and social media pages.
It’s important to keep SEO in mind when creating content for search engines to to detect and improved page ranking.
This can generate leads and referrals for your office by utilising links and banners to attract visitors to your site.
In order to develop your practice to its maximum potential and choose the best online marketing tools you must:
- Define your practice and focus on a particular area of expertise. What makes your practice different or special?
- Identify what clients are looking for
- Identify the particular area or customer need that your practice can best fulfil
- Identify where are these clients and how can you connect with them
Practice development is an ongoing process that must always seek to keep abreast of the latest changes and advances. Changes in not only the medical fraternity at large and in particular your chosen area of practice, but changes in online marketing as well. In order to remain relevant and viable, Doctor’s offices must take advantage of the growing number of social media users and the fact that the public is accessing these sites and others not through the traditional desktop but through mobile devices.
In order to remain competitive Doctors must:
- Use the tools that are available to promote and market your office, newsletters, blogging, SEO, pay-per-click, social media.
- Produce marketing content that is high in quality, relevant, valuable and designed with todays consumer and SEO in mind.
Most doctors are aware of the need for continued self improvement and development of their skills in order to remain relevant and on the cutting edge of the medical world. The same is true of the fast pace ever changing technological, global market we live in. Doctors must continually pursue the art of practice development to keep their practice viable.