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    Posted March 19, 2014 by

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    Why Many Doctors Struggle With Their Practice

    It was only after talking for long hours to dozens of health care practitioners for the past six years that Sergio Rodriguez, a local marketing consultant expert living in Clearwater, Florida, realized that even when doctors are clinically prepared to deal with their patients, many of them are still struggling in their practices. He says that the reason this is happening in a great number of cases is a poorly designed marketing plan or no marketing plan at all.

    “I see this as something unfair” Sergio explains. “There are many good, well trained health care providers that I’ve met over the years that deserve a better chance.

    The Problem

    “The actual reason for this is that marketing is no part of their career education, so is difficult for them to learn dental or medical marketing, especially the way is done now. Every day, they are constantly focusing their attention on filling in their patient scheduling and dealing with staff issues. This only creates a lack of time for other areas, even if they wanted to do something about it.

    “It’s common to see doctors asking the office managers to do the marketing for the office, or to hire new and not so well trained staff to do whatever they can to bring the new patients up. When that happens, the so called 'marketing or social media department' becomes a partly attended activity with questionable results and poor ROI.

    “This is because these marketing actions have been added to the already busy office manager’s duties or is being done by a staff member with no real marketing training.”

    Another valid observation he made was the fact that many doctors think that just by having a website and putting it online will bring more patients without doing any extra effort on their side.

    “That was probably true some years ago, but now, we see some offices employing high tech, well trained external marketing agencies, to compete against other doctors in the area. They have big marketing budgets and are taking the lion’s share.” he added. “They are aggressively working on Google Local results and Facebook, for example, to stand out from their colleagues.

    Witnessing this, he decided to do a complete medical marketing research in order to solve this issue for small and medium size medical offices.

    The Search for Solutions

    “I found that some companies online were providing solutions, but they were not really specializing on dentists, or even other similar medical professions for that matter. Rather, they were giving them cookie cutter solutions that would apply to other industries that won’t necessarily help them bring new patients.

    “One of the biggest challenges doctors face nowadays, is getting a high value return on investment (ROI) on every advertising dollar spent."

    "What physicians need to understand is that they first need to build trust and to position themselves as educators and advocates for the success of their patients’ health."

    Sergio goes on to say “Prospective patients often need months to make a decision to have treatments done, like implants, crowns, even cosmetic procedures like facelifts, for example. It’s therefore critical for these doctors to stay top of mind with constant contact like targeted email broadcasts that send the right messages to the right people at the right time.

    “Above all, it’s cost effective, allowing physicians the time to do what they do best, practicing medicine.”

    A Scientific Approach for People Trained to Think Alike

    “We are talking here about approaching marketing from a more scientific way, the way doctors are trained to see things. We as consultants, don’t want to do an amateur effort, because then we won’t have the professional results they require from us.”

    The biggest health care corporations are actively incorporating new ways to bring in new patients and have been doing it before anyone else.

    Finally, he states, “With the new marketing online tools available now, it’s possible for the first time to compete against large franchises. Doctors willing to help more patients deserve a chance. We are helping them with this kind of marketing for the first time.” he concluded.
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