Effective Marketing To Physicians - PT Owners Club FB Live Event With PTO Club Coach Adam Robin, PT
Sep 19, 2023
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In this episode, Adam Robin and Nathan Shields talk about the tactics for developing solid MD relationships and building a marketing team. They discuss the importance of being authentic in physician marketing, understanding the referral process, building teams, measuring KPIs, utilizing various communication channels, the importance of digital marketing for past patients, and upcoming networking opportunities.
Building genuine relationships with physicians based on trust and collaboration is crucial in effective physician marketing.
Current and past patients can be valuable sources of referrals, and maintaining strong relationships with them through exceptional care and consistent communication is essential.
Extending outreach to the broader community and key influencers can lead to indirect referrals and partnerships, strengthening your position as a trusted healthcare resource.
Deep dives
Building Relationships with Physicians
When marketing to physicians, it is important to focus on building genuine relationships rather than just trying to impress them. The key is to show up with a mindset of serving and learning about the physician's practice, rather than being solely focused on getting referrals. By approaching the relationship with authenticity, asking about their patients, and understanding what they are looking for in a physical therapist, trust and collaboration can be established. It is also crucial to regularly communicate with the referral coordinator or point person within the office, as they play a significant role in making referral decisions. Consistency is key in physician marketing, as it takes time to build trust and nurture these relationships. By being present, taking a genuine interest, and providing excellent patient experiences, you can become a respected choice for physicians and their patients.
Maximizing Referrals from Current and Past Patients
Current and past patients can be valuable sources of referrals. To generate referrals from current patients, it is essential to provide exceptional care and ask for referrals when patients are experiencing positive results. By leveraging the testimonials and success stories of patients, you can reinforce the value of your services with physicians. Past patients can also be reactivated through reactivation campaigns, reminding them of the benefits of physical therapy and asking for referrals. By consistently staying in touch and demonstrating your dedication to their well-being, you can maintain strong relationships with both current and past patients, which can lead to a steady stream of referrals.
Building Relationships with the Community and Influencers
Extending your reach beyond physicians, it is important to build relationships with the broader community and key influencers who have access to the patients you want to serve. These influencers can include educators, athletic trainers, chiropractors, massage therapists, and others. By introducing yourself, expressing a desire to support their work, and understanding their needs, you can foster partnerships and gain referrals indirectly. Engaging with the community through local events, sponsorships, and digital marketing strategies can also help raise awareness about your services and expand your network of potential patients. By building strong connections in the community, you create opportunities for collaboration and establish yourself as a trusted resource for healthcare services.
Building Relationships and Providing Value in Physician Marketing
The podcast episode emphasizes the importance of building relationships with physicians and providing value as a key strategy for successful physician marketing. The hosts discuss the significance of maintaining relationships, expressing gratitude, and keeping physicians informed about patient progress. They highlight the concept of hitting singles, emphasizing the value of consistently providing value and serving others, rather than relying on big wins or home runs. Additionally, the episode explores the transition from handling marketing personally to bringing on a marketing team member, emphasizing the importance of slow and gradual delegation of responsibilities.
Strategic Planning and Prioritizing Marketing Efforts
The episode delves into the significance of strategic planning and prioritization in marketing efforts for clinics. The hosts discuss the importance of setting clear goals, predicting practice growth, and allocating marketing budgets accordingly. They suggest focusing on current and past patients as the primary target for marketing initiatives, leveraging relationships and word-of-mouth referrals. The episode also explores the potential of digital marketing, highlighting the need to take a systematic approach and hire in-house marketing personnel for complex and high-volume campaigns. Additionally, the hosts discuss the importance of tracking key performance indicators (KPIs) and regularly reporting progress to improve marketing effectiveness.
The avenue to growth lies in how deep the roots of your relationships with others run because these relationships become your secondary referral source. One of the basics of physical therapy marketing is to create relationships with the local physicians who would likely refer patients your way. In this episode, Adam Robin and Nathan Shields of PT Owners Club Coaching talk about the tactics that make for developing solid MD relationships and building a marketing team to support the owner. Join them to learn more about the value of building your list and leveraging those relationships for growth.
*This is a recording of the PT Owners Club Facebook Live Event on 8.22.23.
