As a healthcare marketer, your goal is to capture new business and increase revenue for your organization. Thus, strategy (and marketing dollars) are often focused on consumer and patient campaigns – to find, guide, and keep these individuals long-term.
The reality is, most patients aren’t calling your organization to request an appointment with an orthopedic specialist – most visit their primary care provider before being referred to a specialist. To get more patients in the door and grow high-value service lines, a two-pronged approach is required: a campaign that targets both consumers and physicians.
The goal of a physician marketing campaign can range from increasing awareness to increasing referrals and U.S. News & World Report votes. First, you need to make sure that physicians know about your organization and its capabilities – only after you’ve established your credibility will physicians start to refer to your specialists.