I'm super excited to go over how to create a marketing plan for your medical clinic - Even if you don't have any marketing knowledge and you're starting from scratch.
The marketing plan template that I am going to share with you is going to give you massive confidence in growing your medical practice and taking your health clinic marketing to the next level.
Also, at the end of this article, I will share a bonus tip that you could use to start creating sales today!
This article is for you if you:
- Don’t know how to write or make a marketing plan for your medical clinic
- Are not a marketing professional and you don't know marketing yourself
- Want to know where you should spend your time and money to make a difference for your
- Have on and off relationship with marketing
- Not seeing predictable results and you’d like to create a strategic marketing plan for your medical practice
- Want to get a clear understanding of what avenues to pursue and what results to expect for your clinic
- Need to create a plan that will allow you to build a lifestyle that you always wanted so you can spend more time with your family and enjoy the lifestyle that you always desired
This is NOT for you if:
- You're looking for a get rich quick type of scheme. Work needs to be done!
- You're not willing to do the work to build your business.
- You're not dedicated to spending the time, energy, and resources to do what it takes, this is definitely not for you.
If you fall into these categories, I don't want to waste your time. If that's what you are expecting, please close this tab right now.
Long, Casual Post Warning!
This is a long post and I share a lot of useful actionable information. I also write as I talk, so that it is easier to read and understand.
Top 3 challenges Health Clinic Owners are experiencing when it comes to marketing:
1. They don't know exactly what to do to grow and scale their business
They’re not sure what the best way is because there's so much noise out there. And there are so many people approaching them on a daily basis about SEO, website, offline/online marketing, online etc.
You have every right to do that because it is confusing.
2. Attracting the right audience
- With the information I'm going to share with you today, we're going to help with that.
- Who is our target market?
- Who should I advertise to?
- And more questions about patients, niche market or target market
3. Lack of consistency and predictable results from their marketing activities.
On and off relationship with marketing has created inconsistent results for your business and it is very tough to run a business that does not have a consistent cash flow.
The blueprint that I'm going to share with you will help you overcome these challenges. This blueprint is a result of me working with clinic owners for the past nine years, helping them grow and scale into high six and seven figures.
What is a marketing plan and why do you need it?
Marketing plan definition:
Think of a marketing plan as a vehicle that is going to take you to your business goals.
Think of the marketing plan as the road or the path that will take you to your end destination- your goal.
Let's say you are going on a cycling trip and you want to reach the end of the road; let's call the endpoint, point B; so going to point B is your end goal.
Then, the road is your plan/system and the bike is your tool to help you get to your goal.
Now, before we develop a marketing plan, we need to set up goals for your clinic.
Step 1 – Goal setting for your medical business
Setting your goal, which is step one of your plan, will help you to know what you're doing, where you're going, where you want to be in the future, in the next 12 months, and the next three to five years.
So you want to have goals. Without goals, you don't really know where you're going, right?
Once you set your goals, let's say, for the next 12 months you want to hit $5 million in sales. Then, you're can start planning on what you need to do to get there, what is required to get there?
You need to benchmark your existing sales numbers.
Find out where you are and determine what you need to do to get to your goal in five years.
Answer the following questions:
- By what percentage do we need to grow each year?
- How many patients do you need to reach your goals?
- How many team members and office staff do I need?
- What other types of support will I need to reach my goal?
Once you answer the questions above, you can work it back-ass-ward and figure out what needs to be done, what do I need in place at different stages to get to my goal? Etc.
That is the process to set your goals.
Step 2 – How to find my Target Market or niche market for my clinic?
The second part is setting your target market.
Here's what most clinic owners do:
Most business owners say we do everything for everybody.
It's kind of like me showing up to you and say, Hey, we build TVs, we build cell phones, we have microphones, we build speakers, we build vacuum cleaners. We've also built vehicles. And we built electric vehicles. And we have a search engine, Would you like to be my patient?
And you would say, absolutely not; I need to get out of here as fast as possible, right?
That is what most clinic owners do!
How to choose your target market or Niche Market?
You need to define your target market and specialize in something.
Specialize in what you are going to deliver in terms of the service or the product.
So there are two parts to that.
- What you specialize in?
- Who you serve?
I specialize in helping seniors walk pain free
I specialize in root canals for pregnant women
I help pregnant women to go through their pregnancy without back and neck pain
I specialize in fixing alignments and helping people sleep without headaches
I specialize in accident recovery to help construction workers get back to work ASAP
With a statement like that, people understand what you do, and who you serve.
It makes it easier for people to understand what you do, sign up for your service and refer to you.
When you say: I do everything for everybody; people don't trust you because you cannot possibly be good at 12 different things!
You can be the best at one or two things. However, you cannot offer 10 or 12 different services and be really good at all of them.
You need to define what you do and who you serve.
Even with the people you want to serve, you want to be narrow in terms of the age, gender, location, job, income, and a whole list of different questions you have to answer about who you want to go after.
With that information, it becomes much easier to target and find patients on social media platforms such as: Facebook, YouTube and other places.
The narrower your target market, the easier it is for you to find them and the easier it is for you to get referrals.
So if you're saying that we serve everybody, you're hurting yourself. You should spend some time, really think about your target market, and figure out whom you want to serve and what you want to do for them.
Step 3 – The offer
The offer consists of:
- What do I need to offer to people?
- How do I offer it so they accept it and buy it?
At the end of the day, if people are not taking your offer, then there is no cash, there's no money, there are no sales; You're not paying your bills, you'd be in trouble, and you have no business, right?
Most clinic owners are always wondering: What do I need to offer? and how do I offer it?
So what they do is they go out and try to come up with an offer.
We will try this and see what works; See if people take it, which is the hard way.
You could be spending a year or two trying different offers to figure out if people are going to like it or not! This could be very costly.
Here is the easy way to create an offer
Here's what you need to do:
You need to call your patients and ask them a few questions to figure out exactly what they want? How do they want it? How you can help them?
Now you pick up the phone and ask them these questions. (Note: you should be writing down their responses exactly as they tell you)
- When it comes to my product or service, what are the biggest problems you're experiencing right now? How does that make you feel?
People usually make their buying decisions based on how they feel, there's not much logic involved in there. By knowing the associated feelings, you can communicate with them a lot easier.
You need to capture their feeling so later you could say: If you feel this way, I have a solution for you.
And the next question is.
- When it comes to [my product or service], what are the biggest fears that you're facing right now? How does that make you feel?
You’ll hear something like: Oh, it makes me feel sick to my stomach. I kind of feel like I can't sleep at night, or tell you about other feelings that they are experiencing.
- When it comes to my product or service, what are the biggest frustrations you are experiencing? How does that make you feel?
The next question will allow you to know exactly what they want about your product or service. So you asked,
- What do you want to have in place to overcome these challenges, fears, and frustrations?
- When it comes to my product and service, what would your dream result look like? Or what would your dream day look like?
Whatever they tell you, write it out EXACTLY AS THEY ANSWER YOUR QUESTIONS (word by word)
Once you are done, compile all the answers and start finding trends in your challenges, concerns, packages, pricing and build your offer based on the response.
So this way you:
- Know exactly what your patients want
- Can offer them exactly what they want.
- Could speak their language
- Know exactly how their problem makes them feel.
- And you can make an irresistible offer based on all the above
So far we have talked about the following:
- Your Goals
- Target market
- Your irresistible offer
How to build your Sales Funnel for a medical clinic?
Next, you need to define your sales funnel.
So for that, you need to find leads and turn them into prospects, and then turn your prospects into patients.
Leads are interested people, and prospects are qualified leads.
And then we've got patients; These are prospects that are paying and committed to using your services.
We need to have a process in place to find leads, turn them into prospects, and then turn prospects into paying patients.
So let's explore that.
Step 4 -Lead Generation
Part four of our marketing blueprint is lead generation.
What is a lead?
A lead is someone that may be interested in a product and a service that you offer.
Why are leads important?
Leads are the very beginning of your sales funnel. If you don't have enough leads or any leads, you don't have a business. And if you don't have a consistent flow of leads for your business, your business will eventually die.
In addition, naturally, you're going to lose some patients. It's called the churn rate; you're going to lose some patients over time.
therefore, if you don't have enough leads coming in, your business is going to be in trouble.
So what do we do? Where do we go to find leads?
Here are a few strategies for you to find leads starting today.
1- Your immediate circle
You'd be surprised how many family members and people close to you don't know what you do.
You can go to your mom and say: Hi Mom, do you know someone that could buy my stuff? Do you want to buy my product or service?
If you wouldn't sell it to your mom, please don't sell it to the public.
Go your brother, go to your uncle. I hope they know, like, and trust you; and they'll refer to you or buy from you.
2- Your market Research list
The people that you call up and ask them those questions, your patients, past patients or existing patients, you can go back and say: Hey, I'm going to offer you exactly what you described, at the price that you just described, would you like to buy?
They will most likely say, Yes. Because that's exactly what they wanted!
It is very likely that they will sign up for your product or service, a lot more likely than the rest of the planet because they just shared their pains, wants, and needs with you.
3- Facebook and social media
The next place would be Facebook. Go on Facebook, post on Facebook, or advertise there.
Facebook is very powerful; knowing your target market, their age, job titles, location, and the rest of it,… you could be very specific on who you want to advertise to.
Using the language that you have learned from your market research, you can advertise to those people. You can do the same on Google, YouTube and Instagram and Google.
You could go after keywords or display advertising.
On YouTube, you could show videos to a specific audience that you're after - And the same with Instagram, which is owned by Facebook.
Offline sources for lead generation
Word of mouth
you can ask your existing patients for leads: Who do you know that could do business with us?
You MUST ask your patients for referrals. If you don't ask, they are not going to refer you as much. (We'll talk about referrals in step six of this process)
That's where you go to Meetup groups and different networking events that are happening around town, introduce yourself, grab coffee, tell them about what you do. If you're specific enough and ask for a referral or business, you end up getting business.
This could be it could be on:
- Bus benches
- Direct mail advertising
- On buses
- On television advertising
- And more
The simple solution to getting more leads
The solution to getting more leads for your business is that you MUST have more than one lead generation strategy.
Most clinic owners rely on word of mouth as their top lead generation strategy, and that's why they're hurting.
They don't allocate a budget to get leads from different marketing channels.
therefore, a simple solution for you is to have five working lead generation strategies.
for example, if word of mouth is your only lead generation strategy, add Facebook. Make that work, then add LinkedIn, then add direct mail advertising, then add bus bench advertising. Etc.
But you've got to have more than one lead generation strategy.
If you have multiple lead generation sources, then you have a more consistent flow of leads into your funnel. People come in, get exposed to the offer, and eventually, buy what you offer!
It is always a numbers game.
Step 5 - Lead Conversion
Now, step five of the Simple Marketing Plan or your Simple Marketing Blueprint is your lead conversion strategy.
How do you actually sell to them?
The question is: how do you convert an interested person, a lead, into a paying patient?
You need to turn them into prospects, qualify them, and then get them to pay you for your product or service.
Many clinics struggle in this area as well. People come in but they're not converting enough.
List building Strategy (important)
To build your conversion strategy, you need to have a list building strategy.
What is a marketing database or marketing list?
- It is a list of leads that are interested in your service
- A list of people that want to buy or might be interested in the services/products you offer.
So you've got to have a list; then you can work with the list to convert them and turn them into paying patients.
What are the best list building tools and strategies?
Here are four tools and strategies to build your marketing list:
1- CRM Software
There are different CRM software applications that you can use:
- And more
As you add your patients to your CRM, your list will slowly, but surely, build up over time.
2- Invoicing Software
Invoicing softwares are my favourite.
If you're new to marketing, invoicing softwares are a good place to start for list building.
An invoicing software forces you to enter your patients’ information into the system and it automatically creates the list of your patients over time.
Then you can use the list to market to them.
With invoicing softwares, you could also create and send proposals, give quotes, and then work on converting the proposals to paying patients.
3- Opt-in Forms on Websites
Opt-in forms are another list building strategy on your website where you can offer:
- White papers
- A mini crash course
- A PDF with checklist or valuable content (title and content ideas would come from your market research)
People would give you their name and email to get access to the valuable information you provide them. That would be an interested person, a warm lead, which you can now work on converting them into a paying patient.
4- Social media Followers
Let's say people follow you on Facebook, YouTube, Instagram, and other social media channels. Those people could turn into paying patients.
I heard about a guy that sold his YouTube channel for $5 million. He had 1 million followers on YouTube.
Social media followers are very important for marketing.
There are other list building strategies and tools out there. Start with the strategies that we just talked about and build your list to take your business to the next level and increase your conversion rates.
Sales Conversion Strategies
Next, we will talk about five sales conversion strategies.
Once you have your list, you can start working on sales conversion strategies.
Consistent follow up
Number one sales conversion strategy is consistent follow up.
It is the number one problem when it comes to sales conversion with 99% of clinics.
99% of businesses do not properly follow up with their leads and people that are interested in their services.
There are multiple ways you can follow up with your leads to convert them into paying patients; you can follow up with them on the phone, email, direct mail, social media and more.
Knowing your patient and being the expert
Knowing your patient and being the expert is going to help you convert more leads to patients.
By using the language that you learned in your market research, you can call them and say:
Hi, Mr. Patient.
If you have pain in your neck or teeth and you have a hard time sleeping at night, we have a solution for you.
Do you want to sleep well and feel rested in the morning, and get to work without any pain or headaches?
If you're frustrated with your knee paid and have a hard time walking, our knee specialists can help you with your knee pain.
To learn more, give us a call and we'll talk about what we could do to fix your knee pain.
If you know about their problems, concerns and feelings and talking about it, establishes you as the expert or the go to person, and it makes the sales conversion process a lot easier.
Website and landing pages
For landing pages and your website, you want to make sure that it's designed well and addresses the patients’ pains, frustrations, and talks about exactly what they want.
That increases your conversion rates.
Pricing and Packaging
Your pricing and packaging table allows you to convert more leads into paying patients and increase your conversion rates.
How does it do that?
It just makes it easier to for them to pick and choose a package or service.
You need to make sure that your pricing and packaging in simple, clear and easy to understand. This way you don’t have to spend the time to explain your pricing to every patient. Include enough details to help them choose on their own.
Drip campaigns help you to educate your leads about different aspects of your business, show them what you could do for them, and the benefits of your products or services.
That is called: Providing value through education.
You want to stay in touch with them, create a relationship, and establish yourself as the expert.
90% of purchases are made within the first 18 months.
Only if you stay in touch with them that long, you will earn their business.
Reviews and testimonials
Reviews and testimonials also help with increasing conversion rates.
They are very, very powerful.
The more reviews and testimonials you have, the easier it is for people to trust you, like you, and depend on other people's experience and the reviews to do business with you.
Think about when you're going to choose a hotel; one hotel has Google reviews with an average of 4.8, another one has an average review of 3.2, and a third one has no reviews. Which one would you go with?
List Building for Sales conversions
Last but not least, you must have a list.
I cannot emphasize enough about how important list building is.
A lot of businesses and clinic owners don't even think about creating a list, and that hurts them quite a bit.
Having a list allows you to:
- Have a system to convert more
- follow up with your leads
- Get referrals from your list
- Show them that you care about them
- And more
As I mentioned earlier, 80% of sales conversions happen within 18 months from the initial contact. So if you have a list and the system to stay with touch with you potential patients, you are a lot more likely to earn their business.
Step 6 - Patient Retention
The last step of the marketing plan and the Simple Marketing blueprint is Patient retention.
That is a process of:
- Holding onto your patients
- Bring them back
- Get referrals from them
- Earn recurring business and revenue
- Increase patient satisfaction
The big question is: Are you holding onto your patients like your life depends on them?
Because your business and everyone associated with your clinic do depend on your patients.
The patients pay for your bills, your mortgage, your lifestyle, etc. So your life and your business, and your health, to a certain extent, depends on it. Hence, this is very important.
What do most clinic owners do when it comes to patient retention?
Usually, they follow a philosophy of:
- No talk
- No touch
- No eye contact with their patients
And that's what Cesar Millan does; if you want to correct a dog, he says follow these rules: no talk, no touch, no eye contact, just ignore him. He'll understand.
These clinic owners just ignore their patients, and because of that, they lose the patient to their competition or the patients are just unsatisfied, sitting there, doing nothing while enduring all the pain.
What is the right way to go about Patient retention?
Here's the right way to go about it and some more stats on Patient retention.
You lose about 64 to 68% of your patients if you don't stay in touch with them because they perceive that you don't care about them.
They think: “I bought something from you; you didn't call me to follow up, so obviously you don't care about me! And I'm not going to give you more business because you didn't care enough to stay in touch with me. “
Patient Retention cost vs lead generation cost?
Lead generation costs anywhere from $100 to $500 per patient. It costs you $100 to $500 to talk to somebody that might be interested in what you offer.
This cost is a combination of your time, energy, money, and other resources that you have to spend to talk to somebody.
However, Patient retention costs you only $10 to $50 per year, per patient.
You can spend $10 a year on your patients, keep them happy, have them come back and get referrals from them.
And guess what? Most clinic owners don't do this
80 or 90% of clinic owners do nothing to stay in touch with their patients.
Some clinic owners say: they’ll call me when they need me; I'm not going to call them.
With this attitude, they are hurting their business, their staff, their patients, and everyone else involved.
therefore, Patient retention allows you to:
- Create recurring revenue, which is sweet revenue, and that's what we're all after
- Get referrals and increase patient satisfaction rates
Note: I'm not saying you should call your patients every day, but you’ve got to stay in touch with them at least once a month.
What are some of the best strategies to increase customer satisfaction and retention within healthcare?
Monthly educational emails
Send them an email and educate them about your products or services; valuable information, news about your clinic, new staff, promotions, VIP events and more.
Even if they don’t open your emails, it is important that they see your name and company name once a month.
follow up phone calls
Call them up and say: Hi, it is John from ABC clinic. You were here last month for your knee pain. I'm just calling to see how you are doing. Do you have any questions or feedback for us?
In the end, you can ask them for a referral.
Referral question: Do you know anybody that is having [knee pain, back pain, toothache etc.]?
That is the easiest way for you to get referrals.
Birthday and anniversary emails or cards
Send them an automatic birthday card or an automatic email saying:
Happy Birthday or Happy anniversary [name]
We appreciate you. Here's a gift card for you, enjoy the brownies on us.
Your team at ABC Clinic
The birthday card/email will show them that you care about them.
There are not many businesses that send birthday cards to their patient.
So by doing that, you stand out from your competition and make sure that they will come back to you and refer their friends to you.
Webinars, Facebook Live
Another interactive way to stay in touch with your patients is running live webinars or Facebook Live. Once a month, you can run a webinar and educate your patients about their challenges and how to fix them; answer their questions and have them invite their friends who may have pains and issues that need your help.
VIP events are for your patients. Invite them, get them to know you, provide some food and drinks, and
- Take care of them and help them feel good
- Help them connect with your network
- establish yourself as an authority
- Secure some new appointments and referrals
Social media Activities
With social media activities, when you stay active on Facebook, Twitter, and YouTube, you can engage your patients and stay on top of their minds.
The easiest way to stay active on social media is to create a weekly video.
You can then use your video to:
- transcribe your video and post it as a blog on your website to help your SEO
- Send it the transcription along with the video as an email newsletter
- Send the audio version as your podcast
Note: If you don’t have enough likes on your FB page, you should start asking them to check-in and like your FB page as they arrive at your clinic.
List of your existing patients
You must have an actively maintained list of your existing patients, your past patients, and everybody else involved with your business.
If you don't have an active list, you cannot really do much marketing; you cannot grow and scale your business.
Recap of Simple Marketing Formula for Medical Practices:
Six steps to your Simple Marketing Plan to finish the year strong or have a strong next 12 months for your health clinic.
1- Your goals
You MUST set up your goals and know your numbers. If you don't know your goals, if you don't know your existing numbers, it is going to be very hard for you to grow your practice.
2- Target Market
You want to define your target market and specialize which makes it a lot easier to find patients and target them. Also, it makes it easy for them to find you and refer to you.
3- Creating an amazing offer
Create an amazing offer, an offer based on your patients’ wants and needs, and establish yourself as the go to expert and the professional.
4- Lead Generation
Set up your lead generation strategy and figure out how you are going to generate new leads for your business.
5- Lead Conversion
Map out your lead conversion strategy and define how you are going to turn them into paying patients.
6- Patient retention
Define your patient retention activities and strategies.
Now you might be saying: Mostafa, you said Simple Marketing Plan Formula; there are so many things that you've talked about so far.
well, the good news is that you don't need to do every single one of them on the list. If you do one per step religiously, you're good to go.
If you do two of them really well, then as you grow your practice and you become more sophisticated, you can create a system, hire some staff and you delegate some of the work. Then you can start expanding and do more to find patients to convert them and to keep them coming back and keep them happy.
Combine these six steps and you create a strategic marketing plan that you can start using and implementing to grow and scale your business and making more profits.
Bonus Marketing tip that will create immediate results starting today!
Do this and you will start booking patients today, literally.
Here's what you should do.
Pick up your phone and do a round of calls to your patients.
- Ask them how they're doing?
- Are they happy with the service they received?
- Is there anything else you can do for them?
- If all is good, at the end of the phone call ask them for a referral.
Say, who do you know that could use our services? Could you introduce us to them, please?
Or if you’d like, give me their phone number and I'll give them a call.
When we do that with our patients, 2-3 out of every 10 calls turn to more business for us. We get two or three leads or deals from existing patients or a referral to a new patient.
This is very, very powerful.
Try that and start seeing results today!
Hope this article was useful and I hope that you have some actionable items to work on.
To learn more about our Business and Marketing Coaching Programs and see how they apply to your practice,
Book Your Complimentary Call at www.persyo.com/apply
To your Massive Success
What is target marketing for a healthcare clinic?
Target healthcare marketing is a method that divides a broad potential market into smaller parts to allow the clinic to focus on a specific patient group. It identifies a subset of possible patients based on their qualities and serving their specific needs.
What is a niche market in healthcare?
What is niche marketing, and how does it work? A smart niche marketing approach that reaches various categories of patients is required to effectively target certain groups to serve their needs and wants with a specialized approach.
What is a medical practice marketing plan?
A healthcare marketing strategy is a vision-driven, strategic document designed to aid in the achievement of certain healthcare business objectives and goals over short term period (3 to 12 months) or long terms periods (3 to 5 years)
Why is a marketing plan important for a healthcare manager?
A simple healthcare marketing plan enables clinic managers to find and expand their patient relationships and nurture them into long-term, committed patients. An effective marketing plan allows the clinic manager to establish trust and show interest in your healthcare patients, and maintain an open line of contact with your target patient audience.
What is a medical practice marketing plan template?
A marketing plan template for medical clinics is a fillable document that will guide you through the process of creating the strategic marketing plan for your medical practice. The template consists of the 6 following categories: 1- Clinic goals, 2- Target Market, 3- Clinic offers and the messaging, 4- Lead Generation Strategy, 5- Lead Conversion Strategy, 6- Patient Retention Strategy