A well-operated clinic puts patient care above all else, but that doesn't have to mean neglecting your marketing strategy. Ren Scott, CEO of Ren Scott Creative, sees marketing as an investment, not an expense.
"Marketing is the one thing that is overlooked more than anything else in the medical profession," he says. "The whole paradigm has shifted. It used to be almost entirely referral-based, but if you're in private practice today, and you're sitting around waiting for referrals, you're going to be waiting a very long time."
Here are six reasons to invest in your clinic's marketing.
1. Medical Marketing is Unique
Medical marketing is not like other marketing. You're not selling a product; you're selling trust. That said, there needs to be a high level of credibility in everything you do. Ren Scott Creative gets this. Our top priority is always making sure our marketing strategies reflect that you're the best at what you do.
"The first step is to market effectively with someone who really understands the medical landscape and the nuances of it," says Scott.
2. Stand Out from the Pack
Thanks to the internet and social media, the marketplace has become extraordinarily crowded. Potential patients have a number of options, making it more vital than ever to differentiate your clinic so you can stand out from the rest.
If you're good at what you do, and you can really change people's lives for the better, you have to advertise and get your name and services out there.
3. Your Website is Extremely Important
Again, establishing trust is key—that's where having a clean website comes in. In today's cluttered landscape, a generic or confusing website will do far more harm than good. The idea is to not oversell. Instead, our creative team optimizes websites that convey a credible, high-quality message that the visitor understands within the first 10 seconds. It's all about shaping a clear, accurate message and then getting it out to your target audience.
4. You Need to be Mobile-Friendly
Today, the way people find new services is through digital searches. What's more, over 70 percent of searches are now mobile. This shows just how important it is for your website to translate seamlessly to a mobile device. If not, your clinic is bound to get lost in the crowd.
Ren Scott Creative tailors individualized, multi-layered campaigns geared toward driving traffic to a digital format. From there, interested patients can fill out an easy-to-understand form for more information.
5. Measure the Return on Your Investment
Your marketing strategy should be quantifiable. This is vital because if you can't measure the impact of your medical marketing, you're essentially flying blind.
"We're always looking at the return on investment," says Scott. "We start by building a campaign around your individual needs, instead of just selling a one-size-fits-all model."
Every one of our clients get a dashboard where they can see, in real time, every lead that's coming in, along with everything that's happening in response to their campaign. At the end of every month, you'll see in quantifiable terms exactly the kind of impact we're having. This kind of transparency and measurability is what makes an effective medical marketing campaign.
6. Tell Your Clinic's Story
Medical marketing is also a vehicle for telling your clinic's story. When done right, it communicates that you're good at what you do, while giving prospective patients a glimpse into your brand.
"I spent 25 years as a journalist," says Scott. "I'm a storyteller, and I'm interested in things that make people's lives better."
Ready to take your medical marketing to the next level? Ren Scott Creative has you covered.