How to Use Traditional Marketing to Promote Your Private Practice
Private practices allow for patients to receive more specialized care and a more personalized experience (and often for a lower cost) than general hospitals. For your practice to receive the attention it needs to gain a patient population, you can use traditional marketing strategies like direct mail, transit, and social media advertising. Each has various benefits and reaches a different audience, meaning your net is cast wider than with word-of-mouth recommendations.
Direct Mail Advertising
Tangible advertisements are hard to ignore. Although it may seem outdated, direct mail advertising is an effective way to get people’s attention and make it feel personal. Focus on the audience you are intending to attract, and establish a mailing strategy that will reach that audience. Demographics tend to centralize around specific communities, so look into mass coverage around those area codes. Once your letter is in the audience’s hands, maintain their attention by broadcasting the benefits of your practice over others, and offer promotional deals as an incentive for their business with you.
Use Transit Advertising
Public transportation is widely and prominently viewed by both transportees and passersby alike. Take advantage of this visibility by creating ads for inside whatever local public transport is available (including ads on stations). The outsides of these vehicles are a means of advertisement as well! An exterior bus ad or car wrap easily catches people’s attention; furthermore, your car is your property, meaning you can avoid paying a consistent fee for the advertising space. It may only take a few hours to wrap a car if it’s a regular-sized vehicle, and it turns your car into a giant moving ad for your practice.
Social Media Advertising
Of course, the advertising tool with the widest reach and easiest creation is social media. Create a page that provides information on your practice’s purpose and vision. Make your patients a part of your practice by interacting with them frequently via virtual social questions, comments, and communication. Create posts that invite further research into what makes your private practice unique, worth people’s business. Every “share” of your posts can mean hundreds and hundreds of views, per single account’s share—this is also an opportunity for promotional deals and networking.
Often the most basic tools of advertisement and publication are the most effective (and the most accessible). Utilize these tools to help your private practice get the visibility it needs to be as successful as you want it to be.