One of our new clients is a surgical group based in and around Milwaukee. Their practice encompasses a wide range of surgical specialties including pediatric, cardiac and thoracic, general surgery, neuro surgery, opthamology, head and neck, plastic surgery, cosmetic surgery and reconstructive surgery. They also have transplant surgeons, urology, vascular, orthopedic, oral, endocrine, endoscopic and laproscopic surgeons as well as colon and rectal surgeons and gynecological surgeons. It is a huge practice, obviously, and has a great many moving parts. It is understandable that marketing is not high on the list of priorities for this practice.
But in the twenty-first century, marketing is critical for any business or practice that wants to grow or stay in business. And when, as in the case of the practice, there is no marketing plan in place, there is no strategy for acquiring new patients. One can argue that good surgeons don’t need marketing; they should be getting new patients from referrals from other doctors. This was the case in years past when people did not have the access to reviews and resources that the Internet has provided. There are very few people that will not take a recommendation and vet it out on a review site for something as reasonably priced as a oil change for a car. Imagine how much research people do when selecting a surgeon for major surgery.
If your practice is not visible online, then doubt will creep in to a potential patient’s mind. Why is this doctor so hard to find? Why aren’t there any reviews? Why can’t I find out how much experience he or she has in this type of surgery? At the same time, competing doctors have their practices visible on the first page of results, building their brands as they build their businesses. If online marketing is something that your practice has shied away from because you don’t understand it, you don’t have time for it, or you don’t want to pay for it, you do it at the risk of losing every potential patient that is searching online for a solution to their medical issue…and they can be substantial in number no matter what size your city.
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