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.