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blog_healthcarerelationshipmarketing

Healthcare Relationship Marketing: Tapping into Emotion

You’ve heard us tell you that marketing is about building connections, visibility, and credibility.  But there’s one underlying, fundamental aspect to marketing your practice that should permeate everything you do: human emotion.  Sure, it’s crucial to develop a web presence through a comprehensive site and social media activity, and yes, you should be carefully crafting your brand and managing your reputation- but if you really want your marketing efforts to pay off, be sure to cultivate a rapport with your connections- both established and potential.  This is the era of healthcare relationship marketing, where you rely on a more profound connection with your referring partners and patients to bolster your marketing efforts.

Think it’s not worth the effort to develop your practice on a level that resonates with patients, or maybe that all that effort you spend courting the favor of referring physicians would be better spent elsewhere?

Consider this simple experiment:

healthcare relationship marketing building connections

Type “I love Dr. Oz” into your Google search bar. As of April 2013, you will get ~1.18 million hits. Now try the same with companies that spend billions on advertising: Chevrolet turns up a 129K despite being in a niche people are passionate about; Exxon Mobil turns up a pitiful 29 results.  No matter how much money you throw at an advertising campaign, you’ll never be able to match the reach and effect of passionate individuals promoting your practice.

The benefits of this sort of contemporary relationship marketing are twofold:

  1. People will, of their own volition, announce to the world their affection for you as a physician or for your practice. This sort of “brand evangelist” is your supporter, your promoter, and your biggest fan.  They’ll leave you reviews that establish your credibility, and will passionately recommend you to friends and family.  They are more responsive to your services, your value proposition, and the dialogue and material you put onto the web.  They are engaged.
  2. Physicians nearby and in relevant niches know of you, and like you.  They see value in continuing to refer patients to your practice, and speak highly of the work you do.  They provide you with the most valuable currency: a vetted, trusted recommendation.

Healthcare relationship marketing, at it’s core, is about image presentation and rapport.  Your success or failure directly depends not on what you offer, but who you are.

Luckily, the requirements for successful healthcare relationship marketing are simple. Ethical conduct. Seamless patient relations. Responsive communication. Proactive communication.  Community outreach, both at the patient and physician level.  It is imperative to earn the trust of all concerned–not as a means to gain advantage in a sales capacity, but as an end in itself.

Take a moment to think about the value of trust relationships–versus the sole dependence on advertising and public relations to shape perceptions about a brand.

“It’s always been about the individualized relationship,” says Laura Mikulski, Director of Business Development at PRM. “Just a few years ago, local medical practices lived or died based on the relationships they built. As new means of mass communication emerged, hospital chains and large medical groups used their increased reach to try to advertise their way out of that responsibility. However, we’re seeing a strong resurgence in relationship building because every aspect of a practices’s behavior is on public display. Every patient has a forum to vent their dissatisfaction or pleasure, and they in turn are able to influence every potential patient and referring relationship thereafter. A relationship-first approach to every customer interaction has again become imperative.”

Healthcare Marketing Agency- Physician Referral Marketing (PRM) provides the tools and the know-how to grow physician practices & increase visibility both online and off. PRM specializes in strategic marketing campaigns & referral development through a uniquely direct relationship establishment with demographically relevant doctors and hospitals.To stay on top of the latest healthcare marketing trends, contact PRM today at 888-336-1344 or visit www.physicianreferralmarketing.com.  Also be sure to visit our Facebook, Twitter, or G+ page for the latest news in healthcare marketing. Nationwide service, with headquarters in Michigan and a regional office in Arizona.

Related posts:

Why Your Audiology Marketing is Failing (And How We Can Fix It)
Ideas for Maintaining Referral Relationships
3 Things You Need to Know Before Visiting Other Physicians’ Offices
April 3, 2013 / Healthcare Referral Marketing, Social Media Marketing & Management, Uncategorized / Tags: facebook marketing for healthcare, healthcare facebook marketing, healthcare marketing, healthcare relationship marketing, healthcare social media, increase patient referrals, medical marketing, medical practice social media, medical referral marketing, patient referral development, patient referral growth, physician marketing, physician referral marketing, physician referral relationship, physician relations, physician relationship, referral growth, referral marketing, specialized medicine marketing

About the Author

laura-headshot
Laura Mikulski

Laura Mikulski is VP of Business Development & Physician Relations at Physician Referral Marketing in Detroit MI, bringing with her years of expertise in SEO, social media management, physician reputation management, medical copywriting, physician practice internet marketing, sales & business development, and brand building.

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Comments (4)

  1. Alexandra – April 3, 2013 - 11:05 am:
    reply

    Wonderful as always Laura! Brand advocates/evangelists are so widely used by big business, retailers, etc- it’s high time that it catches on in medical.

  2. Danny – April 4, 2013 - 3:03 am:
    reply

    I think that the reason we’re seeing such a strong response to niche/demo marketing and individual interaction through social media is because we’re sick of dealing with nameless, faceless corporate giants that couldn’t care less about us beyond how we affect their bottom line. That, and we crave true interaction and the rapport you talk about, something that we don’t often get online (although in old forums there was a definite sort of community vibe).

    Great article, looking forward to seeing future blog posts concerning specifics on HOW we can build this rapport readily and steadily.

  3. Richard – May 20, 2013 - 9:09 pm:
    reply

    A timeless truth! I have grown multiple practices doing exactly the sort of relationship building Laura advocates here, but in each instance my efforts were so successful that I eventually had no time left to nurture the referral relationships I had so painstakingly developed. Now, with the help of Laura and her team at PRM, I can take care of my patients AND my referral relationships. Thanks!

    • laura-headshot
      Laura Mikulski – May 22, 2013 - 2:48 am:
      reply

      Thanks Richard! We’re honored to play a part in the growth and success of your practice. You’ve touched on an absolutely vital aspect of relationship marketing- nurturing. So often we hear about physicians who reach out and develop relationships during the initial launch or growth phase of their practice, only to find later that in the hustle-bustle of daily management that they’d failed to maintain those relationships. The cornerstone to a successful referral relationship between practices is ongoing communication and personal attention- the same as in any relationship, business or not.

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