The healthcare market can be extraordinarily competitive. Dentists, optometrists, general care practitioners and cosmetic surgeons must all remain on top of their marketing game if they want to bring in new clientele. Creating a strong, complex marketing strategy is a necessity—and may require the utilization of some unique techniques.
Use Niche Marketing Targeted Towards Your Specialty and Location
A company is never just a healthcare company—to develop your clientele, you need to develop your niche, to understand your clients and to be aware of the unique aspects of your business. A dentist will not advertise the same as an optometrist and, likewise, a pediatric dentist will not advertise the same way that a cosmetic dentist will.
Take Advantage of Mobile Marketing and Services
Mobile marketing is absolutely vital to the advertising strategies of many companies today, and the healthcare industry is no exception. Having a comprehensive mobile application for your healthcare company is an excellent first step—these applications can be used to send out notices, take appointments and even collect patient inquiries and forms. Patients today expect their healthcare companies to be relatively tech savvy. Businesses like Progressive Dental Marketing specialize in developing marketing strategies for niche companies.
Don't Forget About Community Outreach
Studies have shown that community outreach tends to increase public perception of a company. Local outreach, such as doing visible work with charities, fundraisers and other community events, will help increase the exposure of your company within your community. Being hands-on at these events will also garner you valuable connections. Even better, this form of advertising does not usually require any type of cash investment.
Strategic Partnerships Can Pay Off
Many professionals in the healthcare industry actually create strategic partners without thinking anything of it; a sort of quid-pro-quo that seems to happen on its own. But don't forget that you can reach out at any time to forge strategic partnerships with others within the healthcare industry. Conventions and seminars are an excellent time to meet new potential partners. If you're an optometrist, consider cross-promotions with a general practitioner. If you're a pediatric dentist, consider cross-promotion with a specialized dental surgeon. These types of alliances are extraordinarily beneficial; anyone who does not directly compete with you can be considered a potential resource.
A solid marketing strategy—just like a solid stock portfolio—is as diversified as possible. By combining a multitude of different tactics, you'll be able to create a strong, well-developed advertising campaign that will grow with your business. Just remember not to spread yourself too thin or you could potentially limit the effectiveness of your campaign.