What is the Most Effective Way to Market My Practice

Question

Answer

Most dispensing practices have busy and slow cycles, but marketing must be consistent and should occur both during the good (busy) and bad (slow) times. It is far more costly to attract new patients to a practice than it is to maintain current patients, therefore it is smart to allocate some of your marketing budget to maintaining and educating current patients to keep them returning to your practice. Marketing goes beyond newspaper advertisements and special event mailers.

Successful marketing that targets current patients will vary depending upon the practice model, as well as, the services and products offered by the audiologist. However, two things are key to targeting current patients: 1. An accurate and organized database of current patients with up-to-date contact information. Such a patient database can be organized by product purchase dates, last visit dates, or auditory diagnosis among others: and 2. Personalization of your marketing pieces that not only address your target market's needs, but also include a personal and respectful salutation.

All healthcare providers, including audiologists, must consider HIPAA and honor patient confidentiality. Personalized letters sealed in a window envelope offer better confidentiality than do post cards or non-sealed flyers. If you choose to use post cards for reminders, have the patient himself or herself address the postcard, which "implies" permission. Always keep in mind that in general consumers purchase products for only one of two reasons... to solve a problem or to feel good!

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Kathy Foltner, AuD, is CEO of AuDNet, Inc. She also teaches courses in Practice Management and Basic Business at Rush University Medical Center and PCO. Dr. Foltner can be reached at kfoltner@aud-net.com or 312-593-1787.