Marketing 101: To Market or Not to Market?

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Marketing 101 To Market or Not to Market?

• Gary Stelluti, Principal
• Health Care Marketing Strategies, LLC

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Lets Market

• We need a brochure
• We need a website
• We need

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What Is Marketing?
Product Price Place
Promotion
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Why Are Things Different?

• More competition
• Lower reimbursements
• Rising medical malpractice insurance costs
• Third party influences creating health care
  policy
• Technology
• Greater industry segmentation

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Why Market Your Practice?

• Profitability
• New patients
• New procedures / services
• Adding new physicians
• Reputation
• Higher profile

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Before You Start

• Establish desired goals
• What are you marketing?
• (Brand / Reputation / Services?)
• Marketing supports company goals

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Defining Your Target Audience

• Inside / Out
• Examples
• Staff
• Referring physicians
• Patients
• Direct to Consumer

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Key Messaging

• Understanding brand / reputation / services
• Understanding your audience
• What do they need to know?

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DTC
Patients
Staff
Referring physicians
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Marketing

• Goals
• Audience
• Message
• Tactics / Vehicles

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Deciding Whats Best For Your Type Of Practice

• Primary Care
• Specialty Care

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Deciding Between Marketing Vehicles And Tactics

• Internal marketing
• Brochures
• Direct mail
• Sponsorships
• Newsletters

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Deciding Between Marketing Options And Tactics

• Patient education seminars
• Web sites
• Advertising
• Practice relations
• Media relations

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Return On Marketing Investment

• Goals
• Tracking surveys
• Increased referral
• Media placement
• Increased revenue

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Review

• Goals
• Audience
• Message
• Tactics / Vehicles
• ROI

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• Questions?

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Contact Information

• Gary Stelluti
• 614-775-9659
• gary_at_hcmarketing.com