Marketing your medical practice well is essential for seeing growth, but a busy doctor doesn’t have time to do it him or herself. In fact, doc, if you have a successful practice, you shouldn’t be doing your own marketing at all. This doesn’t mean you’re not involved in your practice’s marketing efforts. For them to meet your goals, you have to be involved. The actual nitty-gritty of marketing, however, is done by your marketing director.
Different practices handle the role of “marketing director” in multiple ways, from a single full-time person to a team of experts. As different as these marketing director models are, all the people involved have one big thing in common:
They desperately need regular and effective communication with you, the doctor, to do their jobs.
No matter who does your marketing, they can’t help you reach your goals without communication. It’s simply not possible. Your marketing director isn’t you, so they can’t know your goals, the kinds of patients you want to see, the conditions you prefer, or the offers you want to promote unless you communicate those things clearly. Failing to communicate with your marketing director is akin to having a patient demand you fix a problem, but refuse to tell you what hurts—all the while saying, “You’re the expert, figure it out!”
Some simple communications can make a world of difference for your marketing:
1. Tell your marketer what you want. This should be a no-brainer. Your marketing director can’t read your mind. If you want something done, or a topic to be the focus of your social media, explain that clearly in person, on the phone, or in an e-mail.
2. Understand the plan. You should at least be aware of what your marketer is planning. Ask questions and make suggestions to help tailor the plan to best meet your goals. Your enthusiasm and participation can make a world of difference for a plan’s success.
3. Give changes time. All marketing takes time to see results, and so will any and all changes to an established plan. The best plans are made in advance with your goals in mind. Give changes fair time to actually work.
4. Stay calm and be direct about all problems. Sometimes things go wrong. These could be miscommunications or just plain mistakes. Stay calm and talk directly to your marketer as soon as you’re aware of a problem. Chances are they can fix the issue once they know about it.
Communicating well takes practice, but when it means the difference between highly effective and just average marketing, it’s always worth the effort. If you’re looking for someone to help with the day-to-day tasks of your marketing, check out the Top Practices VMD Services team. Call (616) 931-1040 or e-mail [email protected] for more information.