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Business Builders
Copyright © 2012, Business Builders. All rights reserved. None of this material may be copied or reproduced without expressed written permission from Business Builders.
Services We provide:
Patient referral building
Physician referral building
Patient relations programs
Insurance/IPA contracting
Employee morale building
Strategic planning
Promotion design
Website design
Blogs and social networking
Advertising design
Identity packages
Yellow page advertising
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How to Find the Right Medical Marketing Consultant for Your Practice
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Qualifications
Unfortunately, because we are all so exposed to advertising everyday, almost anyone can assume he/she is a marketing expert without having any formal education in this subject. These "consultants" have no idea how much study and effort it actually takes to become a true master in this field. Thus, there are "marketing consultants" whose only marketing "training" were as medical practice office managers or media ad reps. We even know one whose only formal training was in photography. Make sure the consultant you choose has at least a bachelor's degree in marketing from a reputable university... not just a degree in English, political science or sociology. Only marketing graduates have been schooled in the foundation of marketing principles. These fundamentals are vital for a marketer to be able to think with if he/she is going to properly assist you.
Experience working with medical practices
Marketing for medical practitioners is unique and requires sensitivity to issues that are distinct to health care. A background that includes running hospital marketing departments and/or medical groups is essential.
Continuing education
Marketing is a dynamic field and requires continuous study. Marketing consultants should be ceaselessly studying writings by leading marketers like Al Ries, Jack Trout, Sergio Zyman, Faith Popcorn, Seth Goddin, Jay Abraham, Richard Harshaw, Jay Conrad Levinson and others who are on the cutting edge.
Experience
Studying and applying... this what it takes to excel at marketing. All great marketers have experienced successes and failures. Marketers must learn from their mistakes. The consultant you hire should be a walking encyclopedia on applying The Laws of Communication, The Marketing Formula, marketing strategy, tactics, marketing research, analyzing a practice's limitations and potential, competitive analysis, copy writing, Internet marketing, design that sells, public relations, media selection and sales strategy.
Understanding what is wrong with today's marketing
If you look through the yellow pages in any category, including medical or dental, you will notice every ad under each subject says just about the same thing. They generally use what we call menu advertising, similar to a restaurant menu. These ads just tell you what services or products the business offers and use a bunch of meaningless, unconvincing words and phrases like quality, timeliness, expertise, satisfaction guaranteed, experience, thorough, trained professionals, great service, etc. Effective marketing requires differentiating your services from your competition in such a way that it makes you the clear choice over your competitors. Menu ads totally fail this test. Thus, the marketing consulting company you hire must comprehend this or the ads and promotion they will create will fail to differentiate and grow your practice.
Make sure they understand and will apply the exact or similar steps of The Marketing Formula
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Be superior to your competition in terms of the quality of services delivered and patient relations |
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Grab attention |
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Promise to educate |
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Educate potential patients regarding what they should know and look for |
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State your case for your services |
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Provide evidence to support your claims |
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Make a "low-risk" and/or "no-risk" offer |
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