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    Marketing in a fragmented reality


    Market Research & Reach

    On the other hand, about 30% of practices share marketing responsibility between physicians and their staff. “But a whopping 42% of physicians research their own marketing products and solutions, without input from the staff,” Weinroth conveys. “This tells us that the physicians recognize that their own staff are usually not marketing experts.”

    Hence, a lot of practices outsource most of their marketing to expert consultants. If so the question you need to ask becomes, “What kind of reach will I get in return?” Weinroth says. For instance, limiting marketing to email will reach only about 20% of potential patients.

    There also needs to be measurable results. “It does not really matter how smart your marketing is, unless the marketing drives results that are measurable,” Weinroth explains. Results should translate into scheduled patient appointments, consultations and booked procedures. “In other words, you should be able to walk those marketing activities to the bank,” he says.

    Mobility in the digital world is driving consumer trends, but not just with mobile devices. “Today, consumers are constantly spreading their attention between screens: the watch, the phone, the desktop, laptop and digital TV,” Weinroth says. “Consequently, it is incumbent on practices who want to market to their patients effectively to be able to reach consumers with that reality in mind. And it is only getting harder, not easier.” 


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