Practice Economics
Have a New Service? Market It!
Start with these principles and continually re-evaluate your efforts.

So you're ready to offer patients a new procedure or service.

You've evaluated your marketing area and determined that patients need the service. You've assessed the competition. You've analyzed your practice's cost structure to make sure that the new service can be profitable.

Now all you need is a winning marketing plan that connects with the potential patients you've targeted. In this article, I'll discuss some of the concepts behind effective marketing.

First, some basics. Successful marketing is the result of being willing to adjust your message, and the ways you deliver it, based on the regular monitoring of such factors as income growth, market share, service awareness and patient satisfaction.

Many practices are unsuccessful in their marketing efforts because they don't take the time to ask questions, don't ask the right questions, or don't ask the right questions at the right time.

Many practices also believe that what worked in the past will always work. But most marketing campaigns lose their effectiveness over time. Successful practices will constantly examine their marketing approach to learn and improve. A questioning mindset is essential if you intend to operate an innovative and successful practice.

DELIVERING THE MESSAGE

Whether you prepare your own marketing material or hire an ad agency, be sure you follow these rules when introducing a new service or procedure:

• Market any new service to appear as attractive and convenient as possible. Whether you use print, broadcast or direct mail, convey a "core" message, such as: "You need this service, and here's why..."
• Make sure your message is brief and concise. Is your marketing memorable enough to get through the rest of the advertising clutter out there? Does it have staying power? If the potential patient can't remember it, or doesn't want to remember it, you've just wasted money.
• Be sure your ads explain what you do, what the new service is, and what benefits it offers patients. A clever message or catchy slogan can be effective, but don't spend all your time trying to entertain the consumer.
• To get your message to a targeted audience in a cost-effective way, consider the following:
  • Press releases are inexpensive and may lead to interviews and related stories.
  • Inserts in your current patient invoices will reach a receptive audience.
  • A practice newsletter -- written by yourself and the office staff -- has a goodchance of being read and developing additional business.

Remember to tailor marketing efforts to the interests and concerns of the subgroups that make up your target audience. For example, if you want to connect with older people, make your message relevant to their needs and reach them through local senior citizen organizations.

TAKING THE "DIRECT" APPROACH

Direct mail can be a powerful marketing tool to help your practice grow. Few physicians use it correctly, however, and improper use can result in wasteful spending. Direct mail should be extremely selective, aimed at the specific characteristics of the audience you want to target. It can be cost-effective when used for reactivating old patients and following up on prospects. It's also a low-pressure way of getting referrals.

No definitive equation exists for determining the response rate in a direct mail campaign. That depends on the types of lists you use and the effectiveness of your letter.

You have the final responsibility for fulfilling any marketing claims you make. Word-of-mouth may be the simplest marketing tool of all. As the saying goes, "A satisfied patient may tell 10 people, but a dissatisfied patient will tell 100." 

Mark E. Kropiewnicki, J.D., LL.M., is a principal consultant with The Health Care Group, Inc., and a principal and president of Health Care Law Associates, P.C., in Plymouth Meeting, Pa. He regularly advises physicians and practices on their contracting matters and business law obligations. He can be reached at (800) 473-0032.