After you have found the best medical office space for lease and opened your practice, your marketing goals are simple: You want to capture the greatest number of new patients while retaining as many existing patients as you can. It goes without saying that we live in an information-overloaded, short attention-spanned society. So, how do you break through the noise, rise above the crowd, and shine? You create a targeted marketing plan that considers who you are, who you know, and what resources you have at your fingertips.
For more information about office space in Los Angeles and running your medical practice, get in touch with Boulevard Medical Properties today.
Building a Strategic Marketing Plan
French writer Antoine de Saint-Exupery was quoted as saying, “A goal without a plan is just a wish.” These words apply to success in marketing, too! Marketing is a business strategy and must be planned as such.
Patients have as many options for healthcare services and providers as you did when you were searching for the best medical office space for lease (a lot). If you don’t want to “look” the same as everybody else you must establish a well-differentiated, unique, and memorable brand by creating a value proposition.
A value proposition is a statement of the value you promise to deliver. It should always do three things:
- Explain how you will solve your patients’ problems or improve their situation.
- Deliver specific benefits.
- Tell the ideal patient why they should patronize your medical practice and not the competition’s.
Some classic examples of value proposition themes that work are:
- “Best Quality”: Do you hold yourself to the highest standards? Can you claim to provide a higher quality service than your peers? Do you have proof of this?
- “Best Bang for your Buck”: Do you provide excellent service at reasonable prices? Is your practice geared towards being affordable to the average family?
- “Luxury and Aspiration”: Do you perform cosmetic procedures such as elective surgery or cosmetic dentistry? Even if you don’t, you might fit into this category if you offer VIP service or treatment!
- “Must-Have”: Do you provide a service your market cannot live without? Are you necessary? This category can work for many medical professionals.
Online and Social Media Marketing
Your website and other internet resources are underutilized methods of getting and retaining patients. Here are some tips on how you can focus your marketing power online.
The goals for your website are that it be simple, modern, and easy to understand. Placing a large “Schedule an Appointment” button on several pages of your site makes it easy for patients to reach you.
By far the most important social media channel to be on is Facebook. It has quite simply become ingrained in our culture and our daily lives, no matter our ages. Create an official Facebook page to share content that informs and educates your patients. If you don’t know where to start, try posting answers to some patient questions.
Reviews and Testimonials
What people say about you online counts. To manage this, make it a practice to ask your patients to post about their experience at the end of each visit. This will usually be on a website like Yelp, but you may also have a “Testimonials” page on your website where they can post.
Collect all your patients’ email addresses so you can send them appointment reminders and updates. Use a service like Mail Chimp or Constant Contact to streamline your messaging. You should aim to communicate with your clients at least once per month.
Guerilla marketing practices are known to be modern, effective, and cheap. They involve promoting your practice in unconventional ways with a small budget.
Plan an Event
Identify your target market – pregnant women, retirees, parents – and plan a public event at your practice with that audience in mind. The event allows potential patients to meet you and your staff, see your office, and ask questions. For example, a dermatologist might offer a free skin cancer screening at an open house and book regular office appointments at the event.
Be Available to the Media
Newspaper and TV reporters are always looking for health experts to speak up on the health story of the day. Consider what areas your practice specializes in and put yourself out there as a knowledgeable source. This can not only put your name in the minds of prospective patients but also lend you credibility.
Many medical practices and specialties rely on referrals from other practitioners. Referrals can also come from current patients or even your own staff. Ultimately, referrals from any source are based on strong relationships.
Referrals from other physicians and their staff come from being secure in the knowledge that the patient will be taken care of, and the timeliness of reports back to the referring physician.
Further, you must educate and empower your employees to be ambassadors of your practice. “A happy medical assistant who loves her job and knows the high level of customer service your practice offers will want to sing your praises,” says Marlee Ward, President of Rx MD Marketing Solutions.
Similarly, your patients can be a powerful marketing force. Just as they do with their favorite restaurant or a reliable bank, your patients will share their experiences at your office with their family and friends. Take advantage of that with a patient loyalty program: If your office offers elective procedures, you could give a discount to those who refer you – such as 50% off laser treatments.
Choose Boulevard Medical Properties to find the best medical office space for lease in Los Angeles! Our dedicated team of expert real estate professionals will help you locate the perfect space, navigate lease negotiations, and guide you all the way through design and construction. For more information, call 818-882-5700 or contact us online!