5 Effective Strategies for Marketing Your Urology Clinic

Posted on September 21, 2016

5 effective strategies for marketing your urology clinic 2

In a world where transparency is vital to a business' success, urology clinics face some obstacles. There can be difficulty in promoting treatments of urologic issues when many people are uncomfortable with the subject matter. However, much like GI clinics and other specialties, urology clinics are becoming increasingly accessible through new attitudes in marketing and social media habits.

Rather than shy away from sensitive topics, embracing your treatments, procedures, and recovery options can be extremely beneficial for your business. Issues like kidney stones, enlarged prostate, and sexual dysfunction are some of the most common disorders in our country.

1 in 7 men will get prostate cancer in their lifetime. 11% of couples will experience some sort of fertility issue. 500,000 people suffer from kidney stones each year.

To not market the services you provide for these conditions would be to miss out on potential client growth and satisfaction.

With that in mind, here are 5 practices to effectively market your urology clinic.

1. Use statistics for your benefit.

The statistics regarding urologic conditions are staggering. With the common nature of urologic problems, you can use statistics to inform, surprise, draw in, and even shock people. If someone sees or hears an advertisement describing prostate cancer without statistics, they might just brush it off and continue with their day. If they hear that 1 in 7 men will get prostate cancer in their lifetime, they might contact their urologist in the near future for a checkup.

2. Promote new technology.

Whether it's new robotic surgery or Greenlight XPS Laser Technology, there are new and innovative developments appearing daily. Promoting these technologies helps potential patients feel safe knowing they will be receiving the best care with top-quality equipment. New technology advances also show a pursuit for constant change and improvement in the urology field.

3. Know your target markets.

Urology clinics treat many female patients, but male patients make up most of the business. You should still use about 40% of your marketing efforts to cater to women, but focus the majority of the marketing on men. When marketing to women, remember these strategies:

  • Emphasize how many women don't realize they can be treated at a urologist and showcase the variety of services offered for female urologic conditions.
  • Make sure you feature your female providers or mid-level providers in marketing plans as well; many women feel more comfortable being treated by other women when it comes to urologic care.
  • Encourage women to help their male partners see a urologist; men, on average, are less likely to visit the doctor for health issues.

4. Broaden your reach.

You can't expect people to hear about you through word-of-mouth or to somehow stumble upon your website on their own. With the incredible number of outlets for advertising in the world, use them to your advantage. Television, radio, social media, email, and direct mail are just a few of the methods in which you can market your services.

5. Provide variable content.

If you broaden your reach in as many channels as possible, you can't just use the same content for each format. Determine your target markets, develop a plan and calendar, and define your service line priorities. You can create a Facebook post that links to a blog written about prostate cancer prevention, and the blog directs the user to an eBook on your website. You can put together YouTube videos of provider profiles to display their accessibility and personality.

The possibilities are endless when it comes to marketing formats and strategies. The key is to take advantage of the possibilities. If you follow these tips when developing a marketing plan for your urology clinic, you're bound to improve your results.

When it comes to marketing your urology clinic, obstacles can present themselves along the way. If you are looking for a comprehensive plan to get you started, contact us today!

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5 Rules for Linking Business and Communication Goals

Posted on September 1, 2016

5 Rules for Linking Business and Communication Goals

By: Chelsea Rank, Account Coordinator

Whether you want to attract more followers to your business' Facebook page or persuade a particular audience to use your services, it all starts with a goal: a big picture statement of the outcome you hope to achieve.

In most cases, the goal of any business is to increase profitability. This can be accomplished through identifying a certain audience, leveraging certain marketing efforts, or creating brand awareness through media coverage. But how often have you thought about business and communication goals being separate from one another?

Communication goals create awareness, build a reputation, or shape attitudes, thereby helping achieve business goals. There are five strategies to consider when outlining a plan to leverage marketing to achieve business success:

The Five "C's"

  1. A successful organization aligns the coordinates of their business and communication goals. They are not separate entities-rather, they are linked. For example, social media goals are subordinate to business core values. Social media strategy, however, is in constant support of overall business strategy. Applying resources to reach the common goal between the business and communication strategy as effectively as possible will reinforce your organization.
  2. It could be oral, written, or visual, but content drives audience engagement. Knowing what to feature and what to avoid will help retain customers and attract new ones. Maintaining consistent core messages while knowing the difference between risk and opportunity will help optimize content to audience needs. In a way, this protects core values by eliminating clutter and highlighting important messages.
  3. The channels in which you choose to display your message can mean just as much as the message itself. Know which social media platforms to use and which to leave behind.  Your website is always your home base, and social media should support and drive traffic back there.
  4. Connections between digital tactics and traditional tactics will help link messages. There needs to be a common ground between social media platforms and other communication tools. Additionally, maintaining valuable relationships between stakeholders, competitors, and other audiences is imperative, and also demonstrates the importance of external connections.
  5. Assessing effectiveness through corrections will determine the best way to repair errors and continue to improve. Using audience interaction and feedback to improve and correct your goals is essential. Things don't always go as planned, but adjusting and trying again will sharpen your strategy. Tracking your digital efforts' return on investment is also important, so you can learn what is most effective. Setting up tracking from the beginning is the best way to continuously monitor and improve.

Marketing in any capacity drives business success, but especially in the healthcare realm. These five strategies will help your healthcare organization refine goals and determine how marketing can best achieve them.

 

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