It seems a lifetime ago that so many new acronyms popped up into our medical vernacular that were not there only a few years ago. Remember when we first learned about EMRs, EHRs, PRs, ACOs?
Now to be successful, you must learn some acronyms in medical marketing.
4 Acronyms in Medical Marketing
ROI (Return on Investment)
Unfortunately, we now know that we must look at the bottom line. There was a time when you put out your “shingle” in a community and you met with instant success. This is no longer the case as we see medical facilities and doctor’s practices go bankrupt and fold or feel the need to sell to the local hospital. Before investing in a marketing campaign, piece of equipment or new computer programs, look at the revenue that the investment will generate. If you can’t see a profit or at least breaking even, you may want to reconsider using those dollars.
USP (Unique Selling Proposition)
Sure, you may be a specialist but a USP goes way beyond this. Analyze what makes you special- why your patients or clients would come to you over other doctors in the area.
What makes you different? Is it because you make house calls and few others do? Have you authored a book and have more authority than others in a particular aspect of medicine? Maybe you have a surgical or diagnostic technique that others in the region don’t have. Whatever, it is, you must have something that distinguishes you from everyone else (and you must be able to let everyone else know what this is!)
PR (Press Releases or Public Relations)
Sending out a press release to your local area attracts prospective patients to you as well as your current ones. It is also a way to get free publicity. What is new in your practice? Have you:
- Gotten new machinery?
- Published a new article in a medical journal?
- Received an award?
- Been recognized in some way?
- Merged with another practice?
- Got a new partner?
- Volunteered for a community event?
These are all newsworthy items that media would run with to cover you.
This is a type of advertising where ads are placed on websites that are well read to highlight your presence but you only pay for the ad when it is clicked. Although this is a very effective way to get search engines to find your medical practice online, it can be a very costly one too!
So, be diligent in researching what terms work, what people are looking for and set a limit as to the amount of money that can be invested in this type of project.
If medical marketing and health writing is a bit overwhelming with everything else you do (to cure the world), outsource it! You don’t have to be left behind.
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