Why are Doctors Resistant to Marketing?

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In this day of increased competition and decreased profit margins, physician marketing should be
considered by healthcare providers as a way to grow and protect their practice.
However, many providers feel that marketing, or “tooting their own horn”, is unseemly,
unprofessional, or just plain unappealing.

This might be entirely about semantics. Not all marketing includes flashy billboards,
loud radio & TV commercials, or questionable guarantees. For most healthcare
professionals we work with, we’re not marketing them; we’re helping them be more
effective at educating their patients and referral sources.

As a healthcare professional, you value education. It’s a big part of how you got this far.
Think about how much more good you could do if you could provide effective education
to these people:

  • Existing and past patients
  • Potential (future) patients
  • Referral physicians
  • Other referral sources (support groups, social workers, schools, etc.)
  • Hospitals, nursing homes, and other healthcare institutions

Educating patients can help them lead healthier, happier lives. Patient education
increases compliance with treatment plans. Increasing their knowledge makes patients
more confident in their choices and creates a level of balance in the relationship with
their caregiver. Educational content can include disease prevention tips, healthy habits,
and how your practice (and other caregivers) can help them.

Educating referral sources and institutions offers your healthcare community a broader
perspective about treatment options in their own neighborhood, allowing them to offer a
more complete picture to their patients and constituency.

Providing educational material to these people does not mean you have to be a
knowitall blowhard, or a condescending omnipotent demigod. Ideally, you will help
create the best possible environment for your community to receive excellent care and
good outcomes.

Consider delivering educational content in one or more of the following ways:

  • Regularly produced printed and/or electronic newsletter
  • Articles in consumer or professional publications
  • Content loaded on your web site and/or social media channels
  • Educational materials distributed to referral sources
  • Periodic postcards to targeted at risk populations in your geographic area
  • Lunch-and-learns
  • Educational posters in your exam rooms
  • Screenings or attendance at community health fairs

We know you have a lot on your plate, but you don’t have to do this alone; ask for help!
Being a lifelong educator and investing in physician marketing is as important for your business as lifelong learning is for you.

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