Due to the increasing focus on digital marketing, in-office patient marketing can be a lost opportunity for many of these practices. Most medical practice media plans are arranged in a specific format—with events and promotions held on a monthly basis. The practice advertises their promotions by adding them to their website and sending email marketing campaigns, but most medical practices forget to leverage these promotions in the office.
Albeit very simple, the act of marketing to existing patients, in your office, is an efficient and effective method of creating return patients. There are key aspects of in-office marketing that we believe will help your practice thrive, including: training the staff, incentivizing your staff, and strategizing the placement of the promotional ads.
Training Your Staff
First and foremost, make sure to train your entire staff on the current promotions. One of the most effective methods of in-office marketing is to have your staff expose opportunities to patients verbally.
This way there can be a conversation between the staff and the patients, allowing the patients to have their questions answered immediately. It’s important every member of your staff is made aware of ongoing promotions, because you never know when patients will inquire about them.
Incentivizing Your Marketing Advocates
If you have a promotion that’s going to bring value to your business, incentivize the people on the front lines (your staff) to promote it within the office. Doing this creates a great opportunity for your staff to engage with your patients, or prospective patients, and tell them about a valuable product or service.
Having the business incentivize this financially is okay, such as creating a “reward” for the staff member who referred the most patients to the promotion.
Location, Location, Location
Choosing where to put advertisements in your office seems like a very simple process, but is often overlooked in execution. You should always have the promotions you’re doing for the month advertised at your front desk.
We recommended you have flyers and posters hanging around the desk, or if you want, you could put a TV screen on the counter previewing your promotions and channels for that particular month.
Another great advertising location is in your consultation rooms. Leverage posters, handouts, and cards in these rooms as something for the patients to look at as they wait. If you have a waiting room, that also makes a great place to keep handouts.