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Promoting yourself as a specialist, as well as your new practice and satellite offices


The office is set up, but the patients aren’t streaming in. You may feel dismayed, wondering whether this was a mistake. However, with some strategic planning, you could inject positive change. 

Developing a contacts list

Divide your contacts into patients, media sources, doctor referral sources, medical aids, and employers. Demographics of the patients the hospital is targeting, offering use of its services may be sourced from the hospital’s marketing team. Important data to elicit are age, sex, race, average income, predominant health problems, residential areas, and medical aid membership. Different target groups may respond to different messages. However, add a personal touch to help increase word-of-mouth referrals. General doctor’s information is obtainable from Ampath, Lancet, and hospitals. Media sources include community newspapers, free magazines, digital sources (Facebook and websites, not only the hospitals), and support groups. 

Businesses

Encourage referrals from lawyers and financial institutions. Explain services you can offer the employers, supplying their own internal needs. 

Medical aid companies

Consider being listed as a service provider to select medical aid networks. 

Develop your key message for each audience

Write down up to five reasons for each audience to be interested in you. A well-thought-out and appropriate message communicated to each group will prove effective. For instance, medical jargon is ideal for doctors but not for patients. 

Your photo

A good headshot, high-quality JPEG should be part of your campaign material. 

A website

A website allows you to market yourself and your practice to a wider audience. It must be concise, contain useful information, and be updated regularly. Using SEO will help with search engine results. 

Your profile flyer

A one-page information sheet with photo, bio, contact details may be used for conferences, meetings, other speaking engagements, and patients should they request information about you. 

A letter to doctors

Address the letter directly to the doctor concerned. A simple but sincere announcement letter should describe your training, background, and philosophy. Include future developments and what the hospital could offer, such as free transport to the hospital and back, if within a 30km radius, even for consultations.  In addition, suggest a meet and greet to learn more. 

Take time, meet the doctors.

Start to develop and build stronger relationships with potential referring doctors by meeting them in person. To help your confidence, take someone with you who can highlight your strengths. In addition, create a database of doctors who are referring patients and maintain those relationships. Also, keep a logbook of the doctors – is there an increase or decline of referring doctors. Always send a thank-you note after each referral. 

Advertise

Place adverts in community newspapers, and magazines, targeting the audience you want to attract. Keep the message simple but professional, and promote interest. In addition, consider offering your writing services to a newspaper. 

Take part in the hospital’s activities.

Attend functions, including the journal club of the hospital. Enter all events into your diary. Make an effort to attend at least the beginning or end of these events. Always have your business card at hand for any networking opportunity which presents itself.  Furthermore, making yourself available to write for the hospital’s publications, or act as a speaker, including radio guest, could augment publicity. 

Offer special or free promotions.

Use reps that offer free services, not only limited to rheumatology but including diabetes, hypertension, etc. 

Using the patient

Patients can be an effective and free marketing tool, offering word-of-mouth marketing. However, entice them in from consults in other hospitals, handing out your cards and asking the patients for a follow-up appointment. This includes assisting with other specialists. That said, consider mechanisms such as chronic PMB applications to keep patients. 

Last words

Create a timeline. Slowly build momentum, but be patient and persistent. Don’t depend on only a few sources for referring patients. Stay visible and use your free time effectively. This will result in increased volume. 

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