As the healthcare landscape continues to evolve, some doctor’s offices are closing their doors to sales and marketing representatives. This means that it may be almost impossible to do office visits with local physicians. Physical therapy practices rely on physician referrals as a key source of new patients and often have a network of carefully crafted relationships that support their business. How can PTs keep communicating with and marketing to doctors once the front door is closed?
This might not feel new or innovative, but direct mail is still a viable marketing channel. This beyond the basic letter campaign and try more engaging and different options:
A package instantly engages both the doctor and office staff. While there is additional costs to shipping a package, the value added by the more substantial presentation is worth the investment:
If you cannot visit the doctor, invite the doctor to come to you. Open houses can take a variety of formats and it helps to host several a year to see which works best for your clinic:
The digital marketing channels (web, email, and social media) can be challenging to use for doctor communications. But if you develop and execute strong strategies, you can start to expand your interaction options (and most digital marketing tools are free!).
As you explore your doctor communication strategies, try to implement at least 2-3 to see which ones work best. Allow several months to see the results and be proactive about asking for feedback. If you see an existing referrer at a conference or in passing, ask him or her how they feel about your approach. Honest feedback is best gathered in small, personal conversations and it helps to have an established relationship with the physician. For more tips- subscribe to the PT Marketing Blog!
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