Urology Associates is a high-profile, cutting-edge clinic with
skilled physicians and plenty of talent. Yet when they came to us,
their volumes were flat and potential patients appeared to be
choosing their competitors. This was a specialty clinic in search
of solutions, and we were happy to help.
In tandem with creating a solid strategy for traditional
marketing efforts, we devoted significant efforts into a digital
strategy for Urology Associates.
Making a splash in a digital world
Digital marketing is, simply, marketing that takes place online.
Digital marketing used to be considered "new" or "non-traditional"
marketing. Now, however, it's one of the most important components
of successfully marketing any specialty clinic. Digital marketing
comes in many forms, often working in tandem with one another:
- Increases visibility of your specialty clinic
- Develops lasting relationships with your audience
- Improves brand awareness and recognition
- Helps you to build authority and credibility
- Positions you as an industry thought leader
- Generates traffic to your site
- Helps your audience move through the buyer's journey more
- Makes your business feel "genuine"
- Gives your practice an opportunity to connect with the audience
on a one-on-one basis and get a feel for their needs and wants
- Creates brand transparency
- Opens conversations
- Increases visibility
- Acts as a customer service tool - your customers can give you
feedback or suggestions as well as raise awareness of an issue; you
can see the problem and directly address it for all to see
- Improves brand exposure
- Builds credibility
- Strengthens relationships
- Helps move target audience through the buyer's journey
- Exposes brand to first page
- Generates measurable results
- Targets traffic
- Drives traffic to your website
Search Engine Optimization (SEO)
- Increases traffic
- Provides trackable and quantifiable results
- Offers cost-effective visibility
- Increases site usability
- Heightens brand awareness
Digital marketing efforts for Urology Associates included print
handouts encouraging patients to rate their experiences online, an
organized e-mail strategy for reaching out to patients and
referring physicians, Google Adwords campaigns, developing and
setting up a social media presence, and the creation of a new
The results are encouraging, and there's so much more we can
do! For starters, website traffic has increased 66 percent in
just six months, and overall engagement with visitors has
If you'd like to learn more about Urology Associates' success,
we invite you to download their Case Study
Posted on November 15, 2017
When creating a healthcare marketing strategy, we often are
confronted with the question: "Why should anyone care?" As a
healthcare marketing agency, our challenge is to produce a response
that answers the question in a compelling way.
The point is not to be crass, but rather, focused and
effective. All too often in our work with rural healthcare
leaders, we'll hear the need to let their community know the
benefits of receiving care "close to home." I'm not arguing
that proximity is a valid point, but it begs our perpetual
question: "Why should they care?"
Take the "Close To Home" Message Further
In other words, why should the "close to home" message be
meaningful? Yes, sure we all like to know that healthcare is
minutes away and we don't need to drive an hour or more for
care. But, we would argue, we must take this message much
"Close To Home" as a Supporting Message
"Close to home" can and should be a supporting message in your
healthcare marketing strategy, but not the primary message.
Otherwise, we're simply perpetuating the myth that rural health is,
well, the best option if time doesn't allow you to go elsewhere.
We'd never advocate promoting something that you're not, and
certainly, rural facilities don't always have all the capabilities
as their big-city competitors. But, oftentimes people are
unaware of the breadth - and quality - of services that rural
hospitals have to offer.
Would you rather that a patient selects your general surgery
program because of its reputation for quality and service, or
because it was the shortest drive? And conversely, if you're
deciding on general surgery for you or a loved one, if you don't
have the confidence in the local hospital, are you still going to
go there anyway because it's closer? Of course not.
Again, "close to home" is a strong supporting member of the cast,
but it can't assume the lead role.
Make Your Audience Care That Your Hospital is Close
Maybe there are reasons for your audience to trust the general
surgeon because of how you've promoted outcomes, or how you've
involved the surgeon in the community. Or maybe you've fully
marketed the surgeon to your primary care base and helped build
that rapport and confidence. Or you've promoted specific reasons to
select a surgeon: coping with that hernia issue, or that incessant
heartburn, or whatever reason causes a response or action.
And beyond general surgery, maybe your facility has visiting
specialists such as a urologist, gynecologist or orthopedic surgeon
who does some outpatient procedures at your facility. But,
the key here from a financial perspective is to give patients
reasons to have their procedures performed locally, and not at the
nearby city where the specialty physician may have a
For example, when promoting your urology services, demonstrate
the ability of your organization to help a woman with
incontinence. What does she want when considering your
organization? For starters, she needs to know you've done the
procedure before, you've had positive results, your physicians and
staff are comforting, and you have all the needed equipment and
Consumer research conducted on behalf of our clients repeatedly
tells us that patients want to stay local, but you need to tell
them why. Not just because it's convenient, but because of
the quality care, the personal touch, the real-life patient stories
- and yes, because it's also close to home.
Interested in learning or discussing this further with us? Contact us here