You’re ready to take a progressive step in your marketing approach, but you can’t find consistent, honest advice. It feels like everyone wants all your eggs in their basket, but can they really help you with everything you want to accomplish?
You may feel the need to dive right in and start researching marketing companies, but I actually encourage you to take a giant step back. Let’s first explore some different types of marketing, then assess which types of marketing can help you achieve your goals.
Inbound & Outbound Marketing
When thinking about marketing, instinct tells us to reach new audiences and draw in new patients. This type of marketing is covered through Inbound Marketing and Outbound Marketing. Inbound Marketing draws in new customers and patients through compelling content. Content includes all words, images, and videos used to share information. This type of marketing includes your social media posts, blog posts, videos, and of course, your website.
Outbound Marketing covers your traditional media like radio advertising, TV commercials, mailers, plus print ads in magazines and newspapers. It also covers traditional online marketing like pay-per-click ads, search engine optimization (SEO), and website banner ads.
Retention Marketing is a newer form of marketing. The idea that customer loyalty contributes to business profitability emerged during the late 1990s, but “Retention Marketing” was first coined in 2012. It places existing customers and patients at the forefront of the marketing process. It focuses on return business, and aims to motivate the people who already know and trust you to become your brand advocates. With the right messaging and experiences, they’ll contribute to the organic growth of your practice by spreading the word about your practice to their network of friends and family.
Retention Marketing harnesses the power of online reviews, customer loyalty/referral programs and customer relationship management tools, like email marketing software and patient retention software, including RevenueWell and SolutionReach, to keep your brand top of mind when your patients need you.
The interesting and possibly most unexpected key takeaway is that Inbound Marketing, Outbound Marketing, and Retention Marketing are not only different types of marketing, they have a powerful symbiotic relationship.
How to determine which type of marketing will have the greatest return on investment (ROI) for your practice will depend on where your practice is in the practice lifecycle.
For the newer practice with a limited patient database, Outbound Marketing may be exactly what your practice needs to get the word out to the largest audience and build up that database. However, for the established practice with a robust patient database, the Outbound Marketing “only” approach is like sitting on a gold mine while asking for change.
“For the established practice with a robust patient database, the Outbound Marketing ‘only’ approach is like sitting on a gold mine while asking for change.”
The thousands of patients in your database who already know and trust you are entering new lifecycle stages of their own. The college graduate from five years ago, who could only afford general cleanings, now has a spouse who has never set foot in your practice. Additionally, they have advanced in their career and can finally afford the cosmetic treatments they never thought were possible. When’s the last time you sent them effective communication about your practice?
Do they know about all the services you have to offer? Are they aware that your practice has new technologies, and that booking an appointment is easier than ever? Do they know what services their insurance may cover, or have they been informed about your in-office health savings plan?
If your established practice is struggling to stay busy, despite your exceptional patient base, Retention Marketing will earn you the greatest ROI, and Inbound Marketing will help to keep them engaged.
Finally, for the practice that is bursting at the seams, ready to open additional locations or expand their current location, and for the doctor who recently purchased a new practice with an established patient database, a combination of all three types of marketing may be the ideal recipe for success!
About Hi5 Practice
Hi5 Practice is a Patient Retention Marketing agency that also offers some Inbound Marketing services. We emphasize the importance of understanding the patient experience, and making sure our clients have positive interactions at every touch-point throughout the Patient Journey. To learn more about the Patient Journey, register for our FREE Patient Journey Online Learning Course at hi5practice.academy.
Our core services contribute to the optimization of your patient retention software, including RevenueWell and SolutionReach. We make sure your reminder emails and campaigns are designed to match your brand colors and logo, have relatable photos of your staff, and feature personalized retention videos so that your doctors are communicating directly with your patients between visits.
We also claim the top online listings for your practice and streamline the information posted within, so that new and existing patients can easily find your practice online, especially through GPS apps. To top it all off, we implement a patient loyalty program and train your office staff how to confidently ask for online reviews and referrals, then track the ROI for all of the above so that you can see the growth from month to month.
For practices that need a brand refresh, we walk our clients through the brand creation process to establish a new logo, define brand colors, clarify their messaging, and design a brand-optimized website with easy access to the resources your patients need to help promote your brand. With a beautiful, user-friendly website, featuring custom videography and relatable photos, your Inbound and Outbound Marketing teams will have all the content they need to create amazing blogs, social posts, and paid advertising to reach larger audiences, while Hi5 Practice keeps them coming back.
“Your Inbound and Outbound Marketing teams will have all the content they need to create amazing blogs, social posts, and paid advertising to reach larger audiences, while Hi5 Practice keeps them coming back.”
To learn more about how Hi5 Practice contributes to the growth of your practice through Patient Retention Marketing, give us a call at 615-656-8552 or email us at firstname.lastname@example.org!