Outpatient Surgery Magazine

No Guarantees - March 2017 - Subscribe to Outpatient Surgery Magazine

Outpatient Surgery Magazine, providing current information on Surgical Services, Surgical Facility Administration, Outpatient Surgery News and Trends, OR Excellence and more.

Issue link: http://outpatientsurgery.uberflip.com/i/798078

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Page 20 of 138

M A R C H 2 0 1 7 • O U T PA T I E N TS U R G E R Y. N E T • 2 1 Every good marketing campaign should touch on these important elements. • Branding. Involves a long-term effort to build up the reputation of your facility through patient-centered care and catchy promotional materials. • Publicity. Getting free press is great, but, like branding, likely won't generate patient volume very quickly. • Internal marketing. Talk up the care you provide and excel at how you treat patients who are already in your center. Word of mouth about your facility's overall excellence will bring new patients through the doors. • Physician referrals. Patients typically get referred to docs who bring cases to your facility, so building relationships with surgeons and primary care physicians within the community is critical. Consider assigning or hiring someone to lead efforts aimed at building your referral base. • Online outreach. Having a presence on social media is becoming increasingly important to capture the attention and business of tech-savvy patients who are taking more ownership in their care. • Traditional advertising. Don't ignore radio, television and print ads, which are effective in reaching potential patients within your community. — Stewart Gandolf, MBA MARKETING 101 6 Building Blocks ofEffective Marketing • SMART SURFING More patients are searching online for infor- mation about their surgical care.

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