As you get ready to market your practice, it's easy to jump
right into the details of your campaign - developing a strategy that sets you
apart from your competitors and establishing a budget that accomplishes your marketing
goals. While these are important considerations, it's also critical to take
time to ensure you have the right infrastructure before you launch any marketing
Like the equipment, technology and processes that enable
effective patient care, marketing infrastructure refers to the behind-the-scenes
things that make your campaigns effective. Marketing infrastructure can range
from front-office details (like making sure employees are prepared to handle potential
patient inquiries), to back-office projects (like a fast website that looks
good on both a phone and a tablet).
Here are four ways you can prepare your practice for your next marketing campaign:
Let your employees know the role they play in new patient marketing - Prepare your staff to respond to extra phone calls, emails and direct messages once your campaign begins - messaging about providers and services should be consistent. Set your employees up for success by providing a script or talking points.
Ensure your website can handle the heat - In addition
to having a fast website with an intuitive design that translates to any device
(desktop, phone or tablet), make sure your site can handle an increased number
of visitors. Your website is often a patient's first experience with your
practice and having an effective web strategy is paramount. If you don't have a
web partner, this is a great time to find one that can help you take your practice's
digital presence to a new level.
Invest in tracking tools - Think through your future call
to action - the way you'll direct potential patients to learn more about your
practice. If you'll use a dedicated phone number, consider partnering with a
call tracking company to help you measure how many calls are converting to
patient visits. If you prefer a digital call to action, work with your web
partner to create a landing page - a page specifically designed to be an
extension of your ad. You'll use it to generate leads by capturing information
from people who are interested in learning more about your services.
Boost Your Social Media Presence - Once your
marketing campaign catches a potential patient's eye, they're more likely to
check out your social media while researching providers. Use this prep time to
build social media content that positions you as an expert.
Taking time to ensure your marketing infrastructure is sound
will help increase your chances of marketing success. Partners like CMG
Health Marketing can help you get ready. Reach out today to learn more.