Bill boards/outdoor. Radio ads. Print ads. Healthcare fairs. Brochures.  Word-of-mouth. Direct mail. Websites. eMail. Blogs. How
do your patients find out about your services? Once they do, what
is their decision process to select your practice or facility? How much of this process can you and do you influence?

For many patients it's not a Johnny one note tune but
a melody that involves multiple information sources. As the complexity
of the services (or diagnosis) increases the melody may even turn into
a symphony. Chances are the internet is playing a greater role than many healtcare providers realize.

My new neighbors needed a dentist. It wasn't an emergency situation, they simply wanted a doctor in place for themselves and their two children. Not surprisingly they asked a few co-workers and neighbors for recommendations. Old-fashioned face-to-face word of mouth. Not surprisingly they found themselves with multiple options.

Around that same time they received a post card promoting a nearby dentist who specialized in children's dentistry.   

Now their decision tree grew. Did they want a doctor near home, work or the children's school? Did they also need a pediatric dentist? Did the dentist accept or file insurance? They knew they wanted an accredited doctor.

The didn't have the time to personally visit all of the referrals they received but they did have the time to click onto the internet and do some research. Several dentists had websites and some even included personal information, photos and maps. They also discovered a local directory that provided customer reviews. Eventually they found the American Dental Association's website which confirmed accreditations.

Based on the sense of the practice and personality from the website (there were not any blogs), the accreditation confirmation, and the word of mouth information from friends, they called a couple of offices and spoke with the receptionists.

At this point they were very close to deciding on a new doc. At this point it was the attitude, caring and personality of the front-line receptionist who was the point of difference.

They had gone full circle. From personal referrals to web-based information to personal conversations with dentists' office staff. All along the way these dentists were marketing to my new neighbors.

Were these dentists aware that there were mulitple tactics in-place that either helped or hindered securing four new patients? What would have happened if they had orchestrate a more closely woven plan? For example: referral cards that included a website url along with contact information; or information placed on the website regarding obtaining out of state records; or even a blog that provided insights into the personalities of the dentist and staff.

Successful marketing is not necessarily one terrific strategy but several tactics working in synergy.

TTYL!

Toby & Carol 

For more information about marketing and blogs, please visit Toby's Diva Marketing Blog and Carol's Drvining in Traffic Blog.