The 5 Ps of Medical Marketing
Nowadays, people choose medical practitioners based on their perceptions rather than relying on endorsements from local authorities and so on. It has become increasingly important for doctors to market their medical practices in order to build their brand, reach out to new patients, and increase business from current patients.
No matter how great of a doctor you are, your skills will mean little if no one knows you are out there. Some doctors are reluctant to embrace marketing strategy because they think that being a great doctor is all you need to do in order to find new patients and keep your current ones. However, the truth is that visibility is incredibly important in this competitive marketplace. The only way to achieve visibility is through launching a medical marketing campaign. Here are the 5 Ps of medical marketing.
- Product
The product of a medical practice is the service you are offering your patients. For example, if you are a cosmetic surgeon, your product is the cosmetic operations and treatments you offer. The atmosphere of your practice is also important. It is crucial to make a very good first impression so when patients come to your practice, you must ensure that the atmosphere of your practice is relaxing, comforting, and friendly. Make sure that your practice is clean, well-maintained, and well-lit. The colors of your décor and the lighting can make a massive difference in the way patients perceive your practice. Although the most important aspect of your product is providing excellent cosmetic operations and treatments, you have to give the overall impression that your practice is ideal for your target market.
- Price
The price of your products is not only what you charge for your services – it is also defined by the perceived value of your services. The expectations of your customers will depend on the price you charge. For example, if you go to a five-star restaurant, you expect to receive top level service and food. If you service you receive at the five-star restaurant is comparable to the service you would receive at a fast food restaurant, and the food is mediocre at best, you will be disappointed and feel that you did not receive the perceived value of the product. This will probably lead you to tell everyone you know to avoid the restaurant. Likewise, people will spread the word that your practice should be avoided if you do not live up to the perceived value of your product. On the other hand, when your service matches its price, you will get a lot of word-of-mouth referrals. This provides you with free viral marketing benefits for your practice.
- Place
The place of your medical practice is where it is located. The location of your practice is essential to your success. Factors such as its visibility and whether or not there is public transport that takes patients there will make a big difference in how many new patients you can attract on a consistent basis. If there are any logistical challenges that get in the way of patients arriving at your practice, try to eliminate them if possible. If your practice is far away and hard to get to for the majority of your target market, you may want to consider relocating, unless you offer such highly specialized services that people would be willing to travel far to receive them.
- Position
Your position in your market is defined by the competitive advantages you offer. What makes your practice unique and stand out from the rest? You must define your unique position in your market in order to develop an effective marketing plan. Your perception of your practice may be very different from how your patients perceive it. Determine how your patients perceive your medical practice in comparison to competing medical practices by doing surveys and providing them with feedback cards.
- Promotion
Although many people mistakenly believe that medical marketing is solely about promotion, the truth is that promotion should be the very last step in your marketing campaign. In order to promote your practice successfully, you have to plan extensively. The first 4 Ps are very important and must come first because they help you determine your competitive advantage and which areas of your practice you need to change or improve. Promotion of your medical practice involves a combination of PR, advertising, and direct marketing. Promotion requires a lot of resources so it is very important to plan carefully in order to ensure that you get a high ROI on your medical marketing campaign.
Once you define what the 5 Ps of your medical practice are, you need to find a professional medical marketing firm that can help you put your plan into action and build a highly successful medical marketing campaign. There are several medical marketing firms to choose from so your best bet is to narrow down your choices and compare them based on the results of their previous campaigns. Results must be measurable so you can be sure that the firm will be able to live up to their promises.
Source by johnwhites