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Fresh on the scene: Promoting and attracting patients to a new healthcare provider
Bringing new physicians on board at your healthcare organization can be an exciting time. Perhaps they bring a new specialty to the clinic, or many years of experience under their belt. One thing remains the same, though, regardless of the physician’s attributes: He or she must be promoted to garner new patients and ultimately benefit your organization.Marketing the coming or arrival of new physicians is similar to marketing your organization’s services in general, but different in its personal nature. New healthcare providers need to connect with potential patients before they even set foot in the door in order to secure an appointment and, hopefully, nurture an ongoing relationship.

If you’re adding a new healthcare provider to the team in the near future, or recently have hired a quality candidate and need to promote him or her, read on – we’ve compiled a few useful tips to help spread the word of your fantastic addition:

  • Weave promotion for your newest addition into already existing marketing efforts. For example, if you usually run a print ad in a local newspaper, swap out one of the usual ads for a branded promotion of the physician. In the ad, include a photo, direct phone number for scheduling appointments, walk-in hours and areas of expertise.
  • Never underestimate the power of media attention. Consider pursuing local opportunities for guest columns, blogging or radio shows. Approach local media, emphasizing the value they and their customers will receive from the doctor’s specialty or experience. Follow up each meeting with a thank-you gift: A spiffy Deluxe Portfolio filled with the physician’s curriculum vitae, bio, areas of special expertise and a list of possible topics to cover. Tuck the portfolio into a logo’d Grand Tote, and slip in a Smart Clip Memo Board that has your doctor’s phone number on it, for extra attention-grabbing power.
  • Create a presence and entice a following online by creating a special webpage within your site dedicated to the new medical provider. Include a personal bio as well as his or her certifications, licensures and accolades. Add some pizzazz to the page by including a walking, talking physician Web-Outs™ on the screen or an online video to really build buzz.
  • Drive people to your website using online referral tactics. If your organization has an e-newsletter, include a short snippet of the provider’s bio and a photograph, with links to the full biography on site. Also include a referring link on your website’s main home page, and consider listing new doctors in online yellow page directories to further boost inbound links.
  • Leverage existing partners or affiliates of your healthcare organization to assist in promotion efforts. Many partners will happily help in marketing him or her as a new doctor may push additional referrals their way. Provide all partners with a mini media kit loaded onto an imprinted 007 USB Drive, complete with a traditional press release, social media release, doctor photo (high- and low-resolution), any pre-created advertisements and links to related web content. It’s all the information they need to help promote like crazy!
  • Billboards are a useful medium in building immediate awareness but often come with a heftier price tag. If budget allows, consider running a short-term, six-month billboard prior to the new physician’s arrival, promoting his or her specialty and availability for accepting new patients. Include a phone number, the hospital’s logo, minimal copy (try for no more than six words!) and a photo to boost recognition.
  • If your healthcare organization has found direct mail a successful marketing tactic, consider sending out an “Invite for quality care” to a relevant segment of your address bank. Make it look like a real invitation, and have your new physician write a note inside, inviting the patient to make an appointment. If the doctor has a distinct specialty, consider sending an accompanying gift to boost memory and recall. Podiatrist? Try a Pedicure Kit with a name and phone number printed on it. Physical therapist? A personal Exercise Mat can do the trick!
  • One of the best ways to garner a following around a new physician is via word-of-mouth referrals. Jump-start the talk by encouraging new recruits to attend as many local and regional professional events as possible once they’ve permanently settled at your organization. Be sure your new caregivers are armed with plenty of Flat Flexible Magnets at each networking session. They’re an easy way to keep their name, number and web address front-and-center in and out of the office.

Promoting your newest team member is a must in attracting new patients to his or her quality care. Add a few of these tips to your rock-star marketing arsenal, and you’ll be sure to catch the public’s attention. Go forth and promote!

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