Attract and retain profitable patients and grow HCP referrals while also running your business.
Trajectory is an award-winning brand-building and medical practice marketing agency helping clients win the daily battle for patient volume and HCP referrals. We do this by analyzing competition and audiences, strengthening branding strategies and marketing their practices through offline and digital channels (including website optimization, content marketing and social media) to drive patient engagement and accelerate growth.
A Comprehensive Medical Practice Marketing Playbook
Forward-thinking medical practice marketing teams need to embrace a 360-degree definition of their brand — as the sum of every patient experience with their medical practice. These marketing teams understand that every action they take, inside and out, is their medical practice brand.
These actions should revolve around an idea that ties everything you do together– which we refer to as the Big Energizing Idea. It’s the central idea, derived from purpose, that guides how a brand comes to life, internally and externally. Important is that consumers may not see this idea directly. For example, while Nike lives by the belief, “Everyone is an athlete,” consumers hear “Just Do It.”
The Need For Medical Practice Marketing
Medical practice marketing is needed now more than ever. It’s a new world for independent medical practices, who historically haven’t had to put much thought into their public image, outreach and getting patients in the door. But the health care landscape is changing, making way for a marketplace where…
- Power has shifted. Today’s empowered healthcare consumer has more information, options, and convenient alternatives to meet their needs than ever before — instantly, 24/7, on devices of their choice.
- Industry spending is on the rise. Spending on healthcare marketing rose sharply over past two decades, from $17.7B in 1997 to $30B in 2017. Advertising of health services rose from $542M to $3B in this same period.
- Empowered consumers are searching provider capabilities, ratings and reviews on search engines, sites, Facebook, YouTube — making comparisons and judgements. If you don’t establish your position online, you don’t have one.
- HCP’s also require customized outreach. The ability and end benefit of referring a patient to a practice must be quickly communicated, and done seamlessly
As a medical practice marketing agency with specialized industry knowledge, we can make sure your practice keeps up with the mass migration to digital. It’s a trend that is not only predicted to endure, but to permanently alter the future landscape. The new digital consumer is embracing more digital services, adopting different modes of communication and forming online communities. And what’s more, they don’t plan on giving these behaviors up.
In this new world, your medical practice digital capabilities can no longer be viewed as a ‘nice to have’ but a ‘non-negotiable’, as patients increasingly align themselves with services they are confident will be able to serve their needs from anywhere. A strong omnichannel experience, which enables patients to engage with services either in person, digitally or via a mix of both, is key.
Ultimately, our solutions help practices attract and retain profitable patients, grow HCP referrals and build business.
The Importance Of Website for Medical Practices
The growth of a medical practice brand is predicated on the website keeping pace. Since the vast majority of your current and future patients are online, it’s also important to build a “responsive” website that represents your medical practice, gives your audience what they want and adapts to tablets and mobile devices.
To succeed as a medical practice in the modern world of marketing, you must:
- Update your medical practice website on a regular basis, along with its search engine visibility.
- Include latest procedures, techniques, and technologies that are specialties and differentiators for your practice on your website.
- Announce any honors and recognitions awarded to individual doctors or the practice at large online.
- Update videos, patient testimonials and reviews to build credibility and trust.
- Publish thought leadership such as white papers and blog posts to also bolster search volume and placement.
- Update any social media channels that your practice uses to build its presence and integrated them with your website.
As a medical practice marketing agency immersed in the current landscape, Trajectory can help you implement these strategies as they are critical to being found online and increasing patient conversion performance.
Our Physician and Medical Practice Marketing Services
As a brand-building and marketing firm, we can:
- Help you articulate what makes your Practice different and special, to give patients a unique reason to choose you over competition
- Define your primary patient segments taking into account demographic and lifestyle characteristics, so your messaging is as relevant as possible
- Refresh or create your brand design elements — from logo to tagline, website, social media channels, brochures, etc., — to maintain a consistent message and image in order to have the greatest impact
- Design, redesign and build websites and digital assets to create the best reflection possible of your practice and to provide all the information prospective patients and HCP’s need to choose and refer your practice
- Author marketing plans as the first step to equip practices to achieve short-term and long-term goals
- Develop and execute marketing campaigns, including TV, radio, billboards, direct mail, print
- Bolster online and social media presence which should be the most prominent part of your marketing strategy
- Using SEO to grow visibility and drive traffic to your website, to ensure your brand remains on top of search engine results
- Monitor patient experience, as your reputation ultimately depends on how your patients feel and how they perceive your practice
Let’s talk about how our integrated new jersey marketing agency / brand consultancy can help you to strengthen your medical practice brand and grow your business. Reach out through email, phone, or our contact form.
Physician & Medical Practice
Let’s talk about how our integrated new jersey marketing agency / brand consultancy can help you to grow your health or wellness brand and business. Let’s connect through email, phone or form.