Cost Effective Priorities for a Practice

For a young hearing practice, marketing costs can be overwhelming but necessary.  Here are our tips for prioritizing marketing activities to get the most impact for your money.  Our approach is to go for the “low-hanging fruit” first.

1st Priorities

  • Set up an electronic database (email communications eliminate the cost of printed materials)
  • Stay in regular contact with your patients via:
    – A quarterly newsletter
    – Acknowledgement of special occasions such as birthdays and anniversaries
    – Upgrade opportunities
    – Letters to prospects that have been “tested” but “not sold”
    – Reminders about your patient referral program (and benefits to the patient for referring)
  • For ENTs specifically, look for opportunities with physician referrals

 2nd Priorities

  • Host open house events
  • Send out direct mail to new prospects
  • Purchase newspaper advertising
  • Optimize your website for search engines (SEO)
  • Set up and manage a Facebook page for your practice
  • Claim and optimize your practice in Google Local Search (Google Plus)
  • Engage in email marketing to your electronic database
  • Participate in community outreach and PR

3rd Priorities

  • Create contests on Facebook
  • Purchase TV and radio advertising
  • Investigate non-associated physician referral programs

4th Priorities

  • Invest in paid search engine marketing (Google Adwords)
  • Invest in Facebook advertising
  • Set up and manage a Twitter account

 

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