5 Elements To A Successful Marketing Plan For Your Vascular Practice
Perhaps you’ve recently sat down in your office armed with a spreadsheet and the intent to finally commit to a marketing plan for your practice. If so, you certainly wouldn’t be alone.
After all, referrals may help to sustain your business, but ensuring that other patients and physicians remain aware of it may sometimes present a challenge, particularly if you don’t just want to sustain your business — you want it to grow.
Thus, you’re left only to research the vital features of a marketing plan, wherein many find themselves initially overwhelmed by the mass of materials available.
But don’t worry — we’re here to help narrow the scope to get you started:
- A Media Mix
“A media mix is a marketing term for the channels a business uses to meet its marketing goals,” as explained by Hubspot. “It’s a phrase for the mediums a brand employs in its overall marketing strategies, such as billboards, email, websites, and social media.”
In other words, how well-rounded are your efforts to ensure quality messages reach your target audience? Particularly if the patients you are striving to reach fall in different demographics or locations, investing in a mix of media mediums (both digital and traditional) is an ideal way to make sure no members of your audience fall through the cracks.
- Content Creation
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
That is, rather than just trying to push, interrupt, and sell your vascular practice’s brand, you need to make sure you’ve invested in content. It is, after all, what drives interest in potential patients, imparting them with key elements of information in a cohesive, attractive, and easy-to-understand manner.
From infographics to ads, content marketing may be used for social media, email marketing, public relations efforts, and more.
- Marketing Collateral
Marketing collateral is defined as information that is either written or printed in a manner that encourages consumers (or in this case, patients) to buy a product or service through educational means.
This is because marketing collateral — which differs from marketing material based on its enhanced focus on informative content — builds credibility by way of white papers, case studies, blog posts, and more.
- Website Development
Before a potential patient walks through the doors of your vascular practice, they’ve doubtlessly stopped to look you up online, first. And regardless of whether they started on Yelp, Google, your social media, or through a referral, one thing is certain: They’ve probably ended up on your website along the way.
Thus, having a website is integral in maintaining a long-term marketing strategy that is built to convert.
In fact, Forbes explains how having a business website translates to:
- Enhanced credibility
- Enhanced customer service
- Increased leads
- Increased organic traffic
- And more
- Brand Consistency
Brand consistency is where all of the aforementioned elements should blend seamlessly into one strong message. No matter where potential patients find you, what content they’ve been provided with, or how they intend to research you next, it’s integral that you maintain a consistent presence across the different facets of your strategy.
And take note that this doesn’t only mean branding colors and fonts (although those are also important visual features). Be sure that your brand also maintains a memorable identity, tone, and message that patients can anticipate — and thus rely on — so that you may establish and maintain their trust over time.
Speaking of trust, one way to build trust with both current and potential patients alike is to join America’s fourth-largest network of vascular labs and management systems: American Vascular Associates.
Here at American Vascular Associates, not only do we take the burden of running the business off of physicians, but we provide all of our associate vascular centers with the marketing and branding resources they need to successfully implement their long-term strategy.
In other words, the AVA network is physician-driven and patient-focused because we believe that synergistic outpatient care is the future of sustainable growth! If you have further questions or are ready to begin the process of joining American Vascular Associates, please contact our corporate office today by calling (877) 685-3281.