Today's Practice: Changing the Business of Medicine TP2018Q2DigitalEditionWeb | Page 26

M A RK E T I NG
Evolving Role of Marketing
TP: How would you diagnose the state of
marketing today?
Largely disappointing and wasteful. I would point
to three main reasons why:
Failure to understand what marketing is today. Too
often, marketing is regarded as simply an advertising /
PR function – “advertise and they will come.” In fact
marketing should be about the total approach, founded
on strategy and meaningful differentiation, which
drives all activities at all points of patient contact.
A vital first step is often missed: Doing your homework
on both the market and your practice. Most physician
practices don’t do sufficient analysis of the market,
competition and patient needs to identify how they can
successfully fit into the market in a differentiated
manner.
Not understanding the new power of customer engage-
ment. Patients have become Customers, armed with
unprecedented access to information and the power to
make choices. They will bypass you if you don’t provide
a meaningful reason to be considered.
Most of today’s marketing has little meaningful
differentiation. Do an experiment I call “The Wall
Test.” Put a representative sample of competitive ads
in your market on a blank wall. Now stand back and
see how much differentiation you can find. Chances
are you won’t find much. Now put your ads up
against the competition. Chances are you and your
brand won’t stand out. This means that there is
considerable waste and lack of performance.
TP: So, what’s the way forward?
For marketing to work, it must be founded first on
analysis and then development of a differentiated
brand. Only then can you begin to implement
25
G. Kelly O’Dea
consistently across every point of customer
contact. Otherwise you risk disappointment and
waste.
Ask yourself a question: What is my brand and
how is it differentiated in a meaningful manner
that causes engagement with your prospects? The
brand is embodiment of your relationship with the
market you serve. It is the cornerstone idea that
drives everything you do in marketing yourself or
your practice, at every point of contact. If you
don’t know your brand and how you’re different,
that’s a problem that needs to be corrected. Only
then will you see the vital role marketing can play
in the success of your practice.
Physician, brand thyself!
TP: How can you tell if your marketing is
working?
First of all, change your viewpoint. Make the tran-
sition from marketing as castor oil to marketing as
an elixir in viewing marketing’s role in your
success. Stop looking at marketing as merely an
expense. There must be value delivery in the form
of improved business and reputation.
Excellent brands are built like birds build nests, the
desired outcome is known but it builds in stages.
Here are some diagnostic questions to ask to see
if your brand is building in the right direction:
Are customer prospect inquiries increasing?
Where are your inquiries coming from?
Are your word of mouth referrals increasing?
Are new customers increasing?
Do you ask for their feedback?
TODAY ’ S P R A C T I C E: C H A N G I N G T H E B U S I NES S OF M EDI C I NE