Focus Your Medical Practice Marketing on Profitability

Lea Chatham March 11th, 2013

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by Laurie Morgan, MBA, Capko & Company

Starting up—or changing up—your medical practice marketing program can be intimidating, especially in the current economic climate. With profitability under greater pressure, marketing your practice well is more necessary than ever, but the prospect of wasteful mistakes is even more nerve-wracking. What’s more, with a wider array of marketing options—and demands on staff—it’s a challenge to prioritize your activities.

One way to gain confidence in marketing your practice is to begin to prioritize your activities from the most basic and pressing (if you’re slow or just starting out, that’s getting patients in the door immediately!) to the most complex and strategic (protecting against longer-term threats from competition and changing payment structures). Understanding where you are in the process can give you a sense of how to respond.

For example, if you’re still under-booked, it’s quite possible you’re missing out on prospects who could have found you online passively—either via a Google query, a search of their health plan’s directory or a physician listing/rating site like Healthgrades. Tidying up your online information costs virtually nothing, ensures you’re not missing out on business that would have come your way organically, and is easy. It’s a great place to start if you’re new to marketing, and a habit that all successful practices should incorporate into their marketing routines.

Getting a grip on online information is just one quick, easy, and low-cost/high-impact way to improve your practice’s marketing, and build the confidence to expand your efforts. If improving your marketing —or starting marketing —was on your resolution list for 2013, it’s not too late to make good on your vow! For more actionable tips and ideas for how to market your practice cost-effectively, join Judy Capko and Laurie Morgan of Capko & Company for their lively webinar, Medical Practice Marketing for Profitability, on March 20. Register here.

About the Author
Laurie Morgan

Laurie Morgan is a practice management and healthcare industry consultant with Capko & Company. She managed both start-ups and large-scale operations in the media industry before turning her focus to medical practice management. Her consulting focus is on driving and capturing revenue and operating more efficiently. Laurie has an MBA from Stanford University.

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