Adam Lueken
Adding new services, treatments and technology to your practice is an exciting time. Although it can inflate your budget, new additions can give you more options for helping patients and staying ahead of your competition. In order to enjoy those benefits though, patients need to know about what’s new. You likely already have several marketing avenues present with your practice, so how can you incorporate new services, treatments and technology effectively?
Develop Your Message
Before you incorporate new additions into your marketing and communications, you first have to decide what you want your audience to know. This is important, because if you’re spending additional money but not using an effective message, you may not get the return you’re looking for.
Avoid talking too much about the product or service itself. As medical professionals, you and your team are up to speed on the more technical aspects of medical technology and products, but your patients likely are not. If you’re messaging is too technical, audiences may not grasp how and why these services or products will benefit them. Focus more on those benefits and answer the questions they likely have. In a general, simple way, share why and how the service or product is the right choice. Is it faster, more convenient, more effective or less expensive?
Distribute Your Message
Once your message is built and materials created, now you can begin incorporating these into your existing marketing efforts (or you may even consider adding new marketing and communication channels if needed).
Digital – Your practice website is a great way to share information easily and quickly. Add content for your new products or services and place it in an appropriate, easy-to-find location, whether it’s added to an existing page or a new page is created. Link to this on your homepage as well. If you feature blog posts on your site, be sure to include some information there too, whether it’s a benefits list or product review (just keep it in line with your key messaging). Likewise, if you have social media accounts like Facebook, Instagram and Twitter, these are also great ways to communicate conveniently and quickly. Create engagement by having open dialogues with your audience and encouraging questions. Just be sure to respond promptly. If you’re running a discount or contest with your new product or service, social media is ideal for doing so. If you use email marketing for current patients, encourage them to spread the word to others.
Print – Add educational and promotional information to your existing print materials, such as your practice brochures and in-office posters, table tents, flyers, etc.
Events – Consider hosting a special event for your new service or product. This can include demonstrations, live Q & A, free samples, discounts or prizes. Then you can promote this event using the same channels we’ve discussed.
Public relations – Depending on what the product or service is, you may be able to get some additional promotion from your local newspaper, radio or TV outlets, especially if the product or service is tied to a public event you’re having. Keep your releases factual and informative rather than promotional. If not, paid advertisement may be suggested to you.
Utilize Your Patient and Provider Networks
Word of mouth is an effective way to inform people. For patients who are helped with your new product or service, encourage them to share their experience with friends and family. Depending on the situation, you may be able to incentivize patient referrals too. Lean on your provider network as well. Connect with other providers and medical facilities in your community and share your new practice additions. If the new service or product is especially unique or advanced, you might even receive referrals from other dermatologists.
Need additional support with marketing new products or services? We’re always a phone call or click away to support your needs. Schedule a consultation with one of our practice management experts today!