internal marketing - Dr. Kelley

Sometimes the harder we work, the less effective we are, and the same can be true for practice marketing. This blog will explore 6 signs your healthcare practice marketing is failing and what to do about them.

Sign #1: You find yourself working harder, yet producing fewer results. For example, you’re doing more marketing events, but have the same number of new patients each month. Like a hamster on its’ wheel, you can’t seem to make any marketing progress. Tip: Do less marketing with more focus, planning, and intention. Create a written Connections Calendar™. If you need help with this, my Ramp Up For Success Package! is perfect for you. Click here for details.

Sign #2: Your patients or staff can’t explain what you do. Part of marketing is explaining to people what you do and how it can help them. Your patients and staff may see results, but if they can’t explain the results (in general terms) then your marketing has failed in its educational component. Tip: Provide constant education to your patients and staff. Make sure your staff is completely comfortable explaining what you do in multiple ways.

Sign #3: Low conversion. You’re able to attract people to your healthcare talks, marketing events, and practice, but few of them make the transition to becoming a patient. This can be closely tied to sign #1. Tip: Carefully examine your “close.” How can you change it to make it more effective?

Sign #4: Few referrals. Related to sign #2, internal marketing is a never-ending process of communication and education to current patients and staff. Tip: Provide multiple opportunities for patients to learn more about the variety of people and conditions you can help through testimonials, articles, health talks, podcasts, etc. And don’t forget to ask for their referrals!

Sign #5: Burnout. We could have a chicken-and-egg conversation here, but I think we’d all agree when you’re marketing-marketing-marketing it can lead to exhaustion and burnout. (And when you’re burned out, your marketing becomes less effective…hence the chicken-and-egg…) Tip: Build relaxation time into your schedule. Systematize and streamline your marketing so it requires less effort.

Sign #6: Stagnation. It’s been said the only constant in life is change. If your healthcare practice marketing strategy isn’t growing and changing, it’s stagnating. And that’s unhealthy. Tip: Review your written Connections Calendar™. Are the activities and events the same ones you’ve been doing for years, or do you try to add new items each year? How can you freshen it up?

Have you seen your own practice in any of these 6 signs? What did you do about it? Please share your thoughts in the comments section – I look forward to seeing you there!

For more information on building community connections, I encourage you to read my new book Community Connections! Relationship Marketing for Healthcare Professionals. If you want more valuable information about how to Connect with YOUR Community, you can find FREE healthcare practice marketing content, PowerPoint Presentation Jumpstart Kits, workbooks, blog articles, and my FREE “Practice Marketing Planner” Now!

Chances are, when you graduated from your healthcare education institution, you didn’t have a strong background in marketing. If you had to define internal marketing for healthcare practices could you do it? For most providers, the answer is no, yet internal marketing is critical to the success of a practice. If you’re among the majority in this case, take a deep breath. I’m going to give you an easy definition you can use when developing your marketing strategy.

Simply stated, internal marketing for healthcare practices is any activity or event done within the walls of your office to promote your practice. The most effective marketing strategies utilize a combination of internal and external marketing for practice success. (We’ll address external marketing in a subsequent blog, so stay tuned!)

What are some examples of internal marketing for healthcare practices? Effective and attractive business cards and brochures you give to patients…patient newsletters…happy employees…a movie and discussion night …a healthcare talk or series of healthcare talks…a community corner…patient testimonials…and so on. (Yes, it is possible for an item or activity to be used for internal and external marketing. Don’t get caught up in the labeling!)

When establishing your marketing calendar for the upcoming year, a good rule of thumb is to schedule one internal marketing event or activity each month. You may be tempted to schedule more than one, but be careful you don’t overwhelm or exhaust yourself. You can always add more activities and events to your calendar later if you find you have the energy and resources.

Once the events are scheduled, plan them carefully with an attention to detail. Modify your plans as needed, and debrief after the event is over. Discuss what went well, what could have gone better, and what to change for next time. I recommend having a system to organize all of your event information and materials. A 3-ring binder or a digital folder structure both work well. This way, the next time you host the same (or similar) event, you don’t have to start from scratch!

I’d love to hear from you! What types of events and activities does your practice do for internal marketing? Share your most creative and successful ideas in the comments section below!

6 Signs Your Healthcare Practice Marketing is Failing

Internal Marketing for Healthcare Practices [Easy Definition]